Partners in More Than Name

HFA’s industry partners continue to meet the moment.

Producing a buyer’s guide in today’s media ecosystem demands a reassessment of what makes such a guide useful. When it comes to purchasing decisions, business owners and consumers share a few common shopping habits (e.g., comparative pricing, scrutiny of reviews and testimonials, assurances that products and services are accurately portrayed, etc.), but for business owners, the stakes are much higher.

This is why the trade show at The HFA Show is such an ideal environment to sample the latest equipment upgrades or see a presentation of new software and other digital products. It offers hands-on experience with the manufacturer’s rep available in person to answer questions and provide more information.

The HFA Show 2026 is in San Diego on March 16-18. Two days is not a lot of time to take in the vast range of exhibits on the trade show floor, so it helps to have a preview of new innovations you can expect to see there. You also need context about the trends that are driving consumer behavior. Is strength training still on the rise? Is interest in Pilates increasing or declining? And is Gen Z showing up at the gym at all?

Thanks to HFA research, particularly the recently published 2025 US Health & Fitness Consumer Report: Expanded Insights, this buyer’s guide provides some of the market research that’s driving product development in the global industry.

“Thanks to HFA research, particularly the 2025 US Health & Fitness Consumer Report: Expanded Insights, this buyer’s guide provides some of the market research that’s driving product development in the global industry.”

Technology and Wellness Services Have Changed the Game

The reasons people join a club or studio are not the same today as they were even just 10 years ago. These new consumer demands have expanded the full complement of products and services that are now part of the global health and fitness industry.

Holistic health, including mental wellness, longevity, recovery, and other elements of a complete health profile, drive many people to join HFA facilities. To meet their needs, HFA industry partners have raised the bar on providing cutting-edge innovations. You’ll find them in all six sections of this guide.

This issue also provides highlights of some of HFA’s achievements in 2025. This gives readers even more context. Innovation driven by the current global marketplace always moves faster than legislators and regulatory agencies, and HFA resources are essential in ensuring a free and stable environment for business owners.

This is why the three pillars of HFA’s mission—advocacy, research, and education—are vital to the global industry. The association’s work allows HFA member facilities and industry partners the freedom to access the products and services consumers depend on to live healthier lives.

So enjoy this look at the current product landscape from HFA industry partners, who are true partners in the global mission for a healthier world.

Health & Fitness Business is a publication of

Health & Fitness Business (HFB) is the leading health and fitness industry publication. Published monthly by the Health & Fitness Association (HFA) and distributed free to the industry, HFB offers analysis of the opportunities, challenges, issues and news that impact the industry.

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