Notication bar
Notication bar
24-26 September 2026
7:30 am - 6:00 pm
Registration Open
10:00 am - 10:30 am
Welcome
Liz Clark, CEO & President, HFA
Theo Hendriks, HFA Europe Council Member & Local Host
10:30 am - 11:15 am
Global Wellness Report & Special Reports in Collaboration With LeisureDB
Join us for the annual unveiling of the HFA Global Wellness Report, a comprehensive look at the state of the wellness, sports, and leisure industries worldwide. This session will reveal some key findings and highlight the trends shaping the future of these industries. From evolving wellness paradigms to changes in consumer behavior and emerging technologies, the report provides a deep dive into the challenges and opportunities facing the sector. This year, the HFA partnered with LeisureDB to conduct specific research for the European Congress audience.
Anton Severin, VP Research, HFA
David Minton, Founder, LeisureDB
11:15 am - 11:30 am
Break & Sponsor Marketplace
11:30 am - 12:30 pm
The Power of Reinvention: How Les Mills Shaped Group Exercise for Generations
Visionary founder of Les Mills International delivers an inspiring keynote on the evolution of group fitness. From his early days in the 1980s when he introduced exercise to music and transformed a small Auckland, New Zealand, gym into a leading fitness chain, to revolutionizing the fitness industry with the creation of Bodypump in 1990, Mills has led a global movement. In this keynote, he’ll explore the power of reinvention and how Les Mills set the standard for group exercise. Discover how the brand continues to evolve, empowering millions worldwide through cutting-edge fitness solutions both in gyms and online.
Phillip Mills, Co-founder, Les Mills
12:30 pm - 1:30 pm
Harnessing the Power of Gen Z’s & Alpha’s Interest in Fitness
This session will explore how Gen Z and Gen Alpha are driving a shift in fitness and wellness spending, with a growing focus on healthy practices. We’ll delve into the rise of the sober curious movement, where young consumers are prioritizing wellness over traditional party cultures. Learn how fitness brands can tap into this trend, engaging these generations by aligning with their values of mental, physical, and emotional well-being.
Bryce Hastings, Head of Research, Les Mills
Marjolijn Meijer, Vice Chairman, Urban Gym Group, and Board Member, TrainMore Foundation
1:30 pm - 2:30 pm
Lunch & Sponsor Marketplace
2:30 pm - 3:45 pm
Financial Panel - M&A Trends & Future Opportunities
Join industry leaders for an in-depth discussion on the biggest mergers, acquisitions, and investments shaping the future of the health and wellness sector. Focused on high-growth areas such as women’s health, mental wellness, longevity, rest and recovery, digital health, and personalized optimization programs, this panel will explore where private equity firms and venture capitalists are placing their bets. Gain insights into the current investment landscape, emerging trends, and predictions on where the next big opportunities lie in this rapidly evolving market.
Dag Lee, Chairman of Nile and Co-founder of DBI Network
3:45 pm - 4:00 pm
Break & Sponsor Marketplace
4:00 pm - 4:45 pm
The Power of Partnerships
Never underestimate the power of collaboration. This session explores the transformative impact of strategic partnerships for brand building. Attendees will learn how to leverage collaborations in philanthropic efforts, forge PR relationships, and dive into ways to give back to the community—both on a small and large scale—while strategically partnering with like-minded businesses to elevate the brand and mission. Join us for an inspiring conversation on how partnerships can amplify your reach, foster community engagement, and drive positive change in the wellness industry.
Gabriel Domingo, General Director, Claror
Petra Hans, Senior Advisor on Sustainable Food Systems, World Wide Fund for Nature
Exercise as Medicine: The Expanding Role of Fitness in the Healthcare Continuum
As science reinforces that exercise is medicine, fitness professionals are gaining recognition within healthcare. This session explores their growing role in clinical and preventative care, the science behind movement as a therapeutic tool, and how collaboration between fitness and medical professionals is transforming health outcomes across the continuum of care.
Dr. James Fisher, Professor, Author & Consultant
Natalia Karbasova, Founder and CEO, FitTech Club
Patrik Meier, COO, Kieser
4:45 pm - 5:30 pm
Managing Teams in a Modern Era
As organizations face rapid change, the role of human resources has become increasingly pivotal. From managing the future of work to fostering inclusive, resilient cultures, HR is driving transformation across industries. This panel will explore how these leaders are adapting to digital disruption, shifting workforce expectations, and economic uncertainty while aligning HR strategies with broader business goals. Experts will discuss how HR is redefining organizational culture, advancing employee well-being, and promoting diverse workforces. They will also share insights on managing talent through change and ensuring that HR remains a strategic partner in driving long-term success.
5:30 pm - 6:00 pm
Going Staffless: Where and How It’s Working
This session explores the growing trend of staffless facilities, particularly within the European market, where automation and AI are transforming traditional operations. We’ll examine certain models that have eliminated front desk staff, streamlined member check-ins, and integrated AI-driven systems to reduce labor costs. Participants will learn about the benefits and challenges of this model, including cost savings, operational efficiency, and the impact on customer satisfaction. The session will also dive into the technology behind automation, the evolving role of staff in these environments, and what the future holds for staffless models in other industries.
Workplace Well-Being: Current Status of Corporate Wellness
There is dynamic growth taking place within the corporate wellness sector. With Wellhub now serving 34,500 corporate clients and 83,000 holistic well-being partners, the company is strengthening its position in Europe and preparing for a potential IPO. Experts will discuss how Wellhub's holistic wellness approach, aimed at combating employee burnout, contrasts with EGYM’s AI-driven fitness ecosystem. As both companies scale, this session will examine their strategies, the growing demand for comprehensive wellness solutions, and what the future holds for fitness-led corporate wellness.
Jas Genesis, Head of Fitness Partnerships, UK & I, Wellhub
6:00 pm - 7:30 pm
Welcome Reception
9:00 am - 10:15 am
Growth Strategies Unpacked: Franchising, Acquisitions, and Beyond
This session explores how different brands are expanding through a combination of franchising, acquisitions, and strategic growth. Experts will discuss how to identify key markets for growth, accelerate expansion via acquisitions, and diversify portfolios with different business models. Best practices for navigating acquisitions, including due diligence and market analysis, will be covered, alongside real-world examples of balancing franchising with acquisitions. Attendees will learn how to maintain brand consistency and drive sustainable growth across regions.
Christophe Collinet, CCO, LifeFit Group
Karolina Cotronei, Partner, Dentons
Gaëtan Dubuisson, CEO, Fitness Park
Juan Del Rio, CEO, VivaGym
Pieterjan Nuitten, Managing Director, Jims
10:15 am - 10:45 am
Shaping Modern Fitness Spaces Through Inspired Design
Explore how to design fitness environments that inspire movement, creativity, and well-being through sustainable, high-level spatial planning. Learn how natural materials, light, airflow, and biophilic principles can transform member experiences and support long-term resilience. This session provides actionable insights into designing purpose-driven spaces that reflect your brand values, enhance user satisfaction, and promote holistic health—ensuring your facility stands out in an increasingly competitive and wellness-conscious market.
Matt Morley, Founder & Director, Biofilico Healthy Buildings
The State of the Boutique Fitness Industry
With Boutique Fitness on track to be an 80+ Billion Dollar industry by 2030, it's time we dove deep into what's driving our growth and what obstacles stand to hinder that success. Join Lise Kuecker, Founder of Studio Grow, as she breaks down industry insights from the modalities that are shining, the metrics that are struggling, the team and staffing needs we must address and marketing strategies that are working today. We'll share data from over 4300 studios in 43 countries alongside our analysis of major studies and reports.
Lise Kuecker, Founder, Studio Grow
10:45 am - 11:00 am
Break & Sponsor Marketplace
11:00 am - 12:30 pm
Language Breakouts
Roundtable Discussion
Connect more deeply with peers in your region during our Language Breakouts, offered in English, Spanish, Portuguese, Italian, Dutch, German, French, and Chinese. These sessions provide a space to reflect on key Congress takeaways, discuss pressing topics in your native language, and explore regional challenges and opportunities in a more personal, impactful way. It’s a chance to exchange insights, ask questions that matter to your market, and build stronger professional connections—all in the language that speaks to you.
12:30 pm - 1:30 pm
Lunch & Sponsor Marketplace
1:30 pm - 2:30 pm
The Global Advocacy Summit
This session will explore the key role national federations play in advancing global physical activity initiatives. Discover how federations can leverage the HFA 30-By-30 framework regionally and the policy initiatives needed to drive global fitness participation. We’ll discuss how the fitness industry can align with government and public health efforts, and the strategic partnerships that can position fitness facilities as primary solutions. Learn how global sporting events can raise awareness and increase access to fitness, and explore the research needed to push for greater access incentives with governments, ultimately promoting widespread physical activity.
2:30 pm - 3:00 pm
Employer Branding: How to Draw Top Talent
Investing in your employer recruitment brand is just as important as your B2C approach. Building a strong employer brand helps position your team as essential health experts and attracts top talent to your organization. Learn how competitive pay, clear career progression, and continuous professional development can boost employee retention, elevate your team's reputation, and foster an empowering work environment. Discover how these strategies not only advance the careers of your employees but also raise the bar for the fitness industry as a whole.
Katie Santos, Founder, Fitness HR
Harnessing AI For Brand Impact
Discover how fitness brands can build strong, consistent identities using AI. This session walks through defining your brand personality, creating on-brand marketing, and producing visual content without costly photoshoots. Learn practical tools like BrandSwipe, see real-world examples, and avoid common AI pitfalls. Walk away with time-saving, cost-effective strategies to elevate your brand and connect with your audience.
Jurre van Dorp, Co-owner, Underflow Studio
3:00 pm - 3:15 pm
Break & Sponsor Showcase
3:15 pm - 3:45 pm
Integrating GLP-1 Use with Sustainable Fitness Strategies
As GLP-1 medications reshape the landscape of weight management, fitness professionals and physicians are finding powerful new opportunities for collaboration. This panel brings together prescribing physicians and fitness experts to explore how training and programming are being adapted to support users of these metabolic drugs. Discover how this convergence can drive sustainable health outcomes—and why it presents a unique, timely opportunity for the fitness industry to engage, retain, and transform a growing population of new clients.
Select Panelists
Optimizing Fitness Spaces: Data-Driven Equipment Planning & Layouts
Dive into the practical aspects of modern gym design with a focus on smart equipment planning and efficient layouts. Discover how data on member behavior and equipment usage can guide cost-effective decisions that keep facilities relevant and engaging. From selecting versatile machines to organizing zones that match evolving fitness trends, this session helps operators future-proof their spaces while maximizing utility, performance, and return on investment.
Rory McGown, CEO, TrackMyGym
4:00 pm - 4:45 pm
Humanification - Go Digital, Stay Human
Digital disruption is accelerating, reshaping industries, jobs, and everyday life. In this inspiring session, futurist Christian Kromme explores the biology behind exponential technologies and how organizations can align with the driving force of innovation. Learn how AI is humanizing tech, why a human-centered mindset is key to staying competitive, and how to anticipate disruption before it happens—turning it into an opportunity to thrive, not just survive.
Christian Kromme, Nature-Inspired Futurist
4:45 pm - 5:00 pm
Final Farewell
The European Congress will mark the release of the 2026 HFA Global Report, the industry’s most comprehensive analysis of the commercial fitness market worldwide. Covering over 30 countries, the report combines hard data and local market insight to examine facility counts, membership, revenue, penetration rates, consumer trends, and industry outlooks. This session will highlight key findings and global rankings of the world’s leading fitness brands, offering attendees a data-driven view of the trends shaping the future of fitness.
As one of the world’s most mature and progressive fitness markets, the United Kingdom continues to lead in research, advocacy, and innovation. In partnership with ukactive and EVOLVE, this session will explore the latest market trends, consumer insights, and policy developments shaping the sector, including the growing role of physical activity in supporting both physical and mental health through government collaboration.
From startup founders to leaders of some of Europe's most recognized fitness brands, this conversation explores the defining moments behind their growth. Panelists will share lessons learned, leadership insights, and how different paths—from self-funding to investment partnerships—have helped shape their success and the future of the industry.
Across the UK, innovative community programs and urban planning initiatives are reshaping access to physical activity and closing the privilege gap in movement and health. This session explores how efforts like ukactive-led initiatives, Movement for the Masses, Parkrun, Park Walk, and inclusive park design for young girls are expanding opportunity through smarter resource allocation and community-driven design. Attendees will learn how scalable, place-based solutions are making physical activity more accessible, equitable, and embedded in everyday life.
While mature markets continue to evolve, some of the most exciting opportunities are emerging in countries where consumer demand, investment, and innovation are accelerating. This session highlights trends and lessons from Turkey, North Macedonia, Hungary, and other high-potential markets.
Strong brands do more than attract attention—they create loyalty, community, and advocacy. Marketing leaders from Europe's most recognizable operators will share how they differentiate their brands, connect emotionally with consumers, and turn members into ambassadors.
Fitness is increasingly becoming a cornerstone amenity in residential, hospitality, and mixed-use developments. Leaders from premium clubs and hospitality organizations will discuss how partnerships, design, and experience are redefining the role of fitness in broader wellness ecosystems.
Learn how organizations can create a unified culture by investing in internal leadership development. Inspired by GE Crotonville and Discover Strength’s own Leadership Institute, Carlson will outline a practical blueprint for building a scalable curriculum that develops future leaders, strengthens alignment, and ensures every team member is equipped to carry the organization’s vision forward with one voice.
As GLP-1 medications reshape the global conversation around obesity care, leaders from the fitness, sporting goods, and obesity sectors will come together to discuss the essential role of physical activity, nutrition, and lifestyle support. The session will also spotlight new HFA research on the health and economic impact of combining GLP-1 treatment with structured exercise, helping make the case for a more integrated approach to obesity care. Together, speakers will explore how coordinated advocacy can influence governments and health systems to support more effective long-term outcomes.
As governments and health systems increasingly recognize physical activity as essential to obesity treatment and chronic disease prevention, the opportunity for the fitness industry is significant—but so is the responsibility. This session will explore how countries like Sweden, Finland, and Spain are integrating exercise prescription into healthcare, and what standards, competencies, and partnerships are required for fitness providers to deliver healthcare-level outcomes.
Presented as part of HFA’s forthcoming Global Retention Benchmark Report, this session will provide an early look at findings from one of the most comprehensive retention studies ever undertaken in the health and fitness industry.
Led by retention expert Dr. Paul Bedford, this represents the most ambitious retention research initiative of his 20-year career studying member behavior and attrition in the fitness sector. It explores the operational, behavioral, and member journey factors most closely associated with long-term retention and membership lifetime value, while highlighting emerging global benchmarks and patterns shaping the future of member engagement.
After two powerful days of learning and networking, the Club Tours bring it all to life. We break into small tour buses to explore London’s most cutting-edge clubs and studios — a dynamic way to experience its fitness landscape while connecting with new peers. It’s energizing, inspiring, and the perfect Congress finale.
Thank you to our incredible 2024 sponsors!
