A New Era of Global Wellness

9:15 am - 10:15 am

Global Wellness - State of the Industry

The session unveils HFA's newly-released Global Report, providing an in-depth analysis of current fitness and wellness trends across the world. This session will highlight key findings from the report, focusing on emerging industry trends and shifts impacting different markets. We will also offer insights into regional developments, consumer behavior, and market opportunities, from the GWI’s annual research projects. Discover strategic approaches to navigate and capitalize on these changes effectively.

1:30 pm - 2:30 pm

Sharing Your Voice & Empowering the Future

HFA is working to give the industry a seat at the table. It is more important than ever to have a strong unified voice on public policy issues that impact the health and fitness industry. This session will focus on the key advocacy work taking place in Washington, DC and in state houses throughout the nation. Learn about what HFA is focused on to protect your bottom line and position the industry for success.

2:45 pm - 3:45 pm

Price Elasticity Study

This research-driven discussion will delve into how understanding price elasticity can transform your pricing strategy. We’ll explore data on membership trends, seasonal fluctuations, and consumer behavior to determine optimal pricing strategies. Learn when to adjust your prices and how to effectively respond to market shifts, maximizing revenue while retaining members. Featuring case studies and actionable insights, this session equips operators with the tools to navigate pricing challenges in a competitive landscape. 

4:00 pm - 4:45 pm

Advocacy & Professionalization Within the Exercise Profession

Explore ways to elevate exercise professionals as essential healthcare providers. Key topics include advocacy, certification advancements, strategic industry collaborations, and practical issues like health technology and reimbursement. Attendees will learn about enhancing professional standards through certification and accreditation, the importance of advocacy and strategic partnerships, and practical strategies for integrating exercise services into healthcare settings, including new technology and financial models. This session is crucial for understanding the evolving role of exercise professionals and exploring opportunities for industry growth.

1:00 PM - 2:00 PM

The Growing Importance of Association Work Within the Current Political Landscape

A Fireside Conversation With Liz Clark & Michelle Korsmo

In today’s polarized political environment, associations like the Health & Fitness Association and the National Restaurant Association play crucial roles in advocating for policies that benefit both industries and the public. This session will explore how these organizations bridge partisan divides to foster bipartisan collaboration and drive meaningful change. Learn how effective lobbying—often misunderstood—is a powerful tool for advancing legislation that supports health, fitness, and hospitality sectors, while promoting consumer well-being. We’ll discuss how these associations work across the aisle to secure funding, shape regulations, and ensure industry voices are heard in policymaking. Whether you’re an industry leader, advocate, or policymaker, this session will offer insights into the growing influence of association work and how it helps create solutions that benefit both businesses and communities.

2:30 PM - 3:30 PM

The State of the Fitness Consumer

After a year of strong recovery and expansion, the 2024 U.S. Health & Fitness Consumer Report reveals that fitness facility memberships reached all-time highs and reflect notable year-over-year increases. Additionally, the total number of facility users grew by 9.7%, highlighting a renewed focus on health and wellness across the nation. Understanding these evolving consumer behaviors is essential for ongoing success in the industry. This session dives deep into the data around these trends and explanations around how to leverage them. 

11:00 am- 12:00 pm

Expiring Tax Provisions: How Your Business Could Be Impacted

The Tax Cuts and Jobs Act (TCJA) was signed into law on December 22, 2017. It was the most significant overhaul of the U.S. tax code in over three decades. The law introduced several provisions that are set to expire at the end of 2025. Their expiration will have notable impacts on both health and fitness facilities and fitness equipment or technology, and other suppliers. Fitness business owners should prepare for higher individual tax rates, the loss of the QBI deduction, reduced benefits from bonus depreciation, and potential changes in estate planning. Meanwhile, suppliers and manufacturers should anticipate similar challenges along with potential shifts in demand from their customer base. Strategic tax and financial planning will be essential for both sectors to navigate these upcoming changes effectively.