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March 12-14, 2025 | Las Vegas, Nevada

A New Era of Global Wellness

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Paula Comfort

Founder & Chief Recruiter, Hire Ground Talent
Speaker Bio

Paula Comfort is the founder of Hire Ground Talent, where she leverages 25 years of progressive experience in the health club industry to deliver high-impact, 360-degree talent and human resource management services. Her superpower lies in identifying potential, recognizing strengths, and cultivating the science of human relationships. With deep industry insight and intuition, she powers digital recruitment initiatives and high-performance team development for private, public, start-up, franchise, and private equity fitness businesses. A former boutique fitness club owner and current board member for both the Women in Fitness Association and the Fitness Industry Council of Canada, Paula is deeply connected to the health and fitness industry marketplace.

See This Speaker

  • Mar 18

    12:00 PM - 12:45 PM

    The Future of Work: Rethinking People Management

    As workforce expectations evolve, so must the way we lead and support our teams. This session brings together industry leaders who are redefining people management—adopting fresh strategies, flexible tools, and new mindsets to meet the needs of today’s and tomorrow’s workforce.

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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