See This Speaker
-
Mar 16
2:15 PM - 3:15 PM
From Reimbursement to Retention: How Medicare Policy Is Reshaping the Future Member of Your Facility
Medicare’s growing focus on physical activity is creating a powerful, long-term opportunity for fitness facilities—not just for reimbursement, but for member retention. As the Centers for Medicare & Medicaid Services (CMS) explores new prevention- and lifestyle-focused care models, fitness operators must understand how to engage without becoming healthcare providers or taking on unsustainable complexity. This session breaks down what’s changing, lessons from existing Medicare Advantage–aligned fitness benefits, and why outcomes-based, cash-friendly program models drive higher conversion, longer lifetime value, and stronger clinician trust. Learn what this looks like in practice—and why early engagement is a smart strategy for retaining today’s members and attracting the next wave of active older adults.
Sessions
-
9:30 am - 10:00 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.
-
Anton Severin
VP, Research, HFA
-
Beth McGroarty
VP, Research, Global Wellness Institute
-
-
10:30 AM - 11:30 AM
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.
-
Mike Goscinski
VP, Government Affairs, HFA
-
Charles Regnante
Manager, Government Affairs, HFA
-
-
1:00 PM - 2:00 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.
-
Anton Severin
VP, Research, HFA
-
Richard Beddie
Chair, GHFA
-
Asahi Takano
Partner and Head of Asia Pacific, Portas Consulting
-