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March 12-14, 2025 | Las Vegas, Nevada

A New Era of Global Wellness

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Joseph Dickson

Founder & President, The Underdog Foundation
Speaker Bio

Jojo Dickson is the Owner and Head Strength Coach of Dickson Performance in Kahului, Hawai‘i, and the Founder and Executive Director of The Underdog Foundation (TUF), a Maui-based nonprofit dedicated to empowering youth through athletics, education, and community-driven opportunity.

A Baldwin High School graduate, Jojo earned a Division I football scholarship to the University of Idaho, where he saw extensive playing time during a productive four-year career with the Vandals. After graduating in 2011 with a degree in General Studies, he trained for the NFL at Athlete’s Performance Institute (API) and went on to play professionally for five NFL franchises over a four-year span. During his playing career, Jojo had the opportunity to learn from some of the top strength coaches and performance professionals in the country while training at elite facilities nationwide.

Following his professional career, Jojo returned home to Maui with a clear mission: to bring high-level performance training, mentorship, and opportunity back to the community that raised him. Through Dickson Performance, he has helped hundreds of athletes and adults improve strength, performance, health, and confidence—whether that means preparing for sport, returning from injury, or simply building a better quality of life.

In 2022, Jojo founded The Underdog Foundation, a 501(c)(3) nonprofit created to serve local youth athletes who lack access to consistent training, mentorship, and exposure. Under his leadership, TUF has served hundreds of Maui youth, hosted multiple UA Next All-America Camps, helped dozens of athletes earn college scholarships, and developed programs such as the Underdog Impact Program, which provides monthly clinics, mentorship, and rare opportunities that often do not exist locally. Jojo also led the creation of the TUF Fieldhouse, a 12,000-square-foot training facility that now serves as a hub for athletic development, education, and connection.

Jojo believes that youth deserve coaches and leaders with knowledge, integrity, and genuine care for their growth, both on and off the field. His work intersects performance, leadership, and community impact, focusing on building sustainable systems that help young people rise above circumstance. He lives by a quote from Aristotle that continues to shape his philosophy: “We are what we repeatedly do. Excellence, then, is not an act, but a habit.

See This Speaker

  • Mar 17

    1:00 PM - 1:45 PM

    YouTube 101 - Understanding the World's Most Influential Platform

    YouTube isn't just a video platform—it's the world’s second-largest search engine and a powerful top-of-funnel tool capable of driving awareness and traffic to brick-and-mortar locations. In this session we’ll talk to successful fitness YouTube Creators and gym operators to learn how they leverage YouTube to build community, structure their videos for lead capture, and understand the step-by-step process that successfully converts passive YouTube viewers into active, paying members. This session will also go into how the algorithm functions and cover foundational best practices for high-performing content.

    Marketing & Sales

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Desiree Guillard-Young

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Martin Seibold

CEO
LifeFit Group

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Liz Clark

CEO & President
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María Angeles de Santiago

Owner
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Peter Croft

VP Alliances & Partnerships
Perfect Gym

Sessions

  1. 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.

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      Anton Severin

      VP, Research, HFA

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      Beth McGroarty

      VP, Research, Global Wellness Institute

  2. 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.

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      Mike Goscinski

      VP, Government Affairs, HFA

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      Charles Regnante

      Manager, Government Affairs, HFA

  3. 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. 

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      Anton Severin

      VP, Research, HFA

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      Richard Beddie

      Chair, GHFA

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      Asahi Takano

      Partner and Head of Asia Pacific, Portas Consulting

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