2025 Advocacy Roundup

HFA Delivers Legislative Wins and Public Policy Progress

HFA raises its profile to protect and promote the global industry.

In 2025, HFA’s advocacy agenda continues to reap benefits for the global industry by protecting its interests while promoting the mission to improve public health through physical activity.

In the US, numerous state laws were amended or stopped before they could have a negative effect on fitness businesses. In addition, several regulatory and public policy goals were achieved in Washington, DC, including a new policy that allows Medicare to pay doctors to assess a patient’s physical activity levels (see below).

HFA’s global agenda was advanced by increased alliances with international federations and like-minded NGOs, and hosting high-profile summits that brought actionable data and valuable messaging to industry professionals around the world.

Supporting this work was HFA research, particularly Reversing the Physical Inactivity Crisis: Fitness Affordability as Strategic Policy.

A major highlight was the HFA 2025 Fly-In and Advocacy Summit in May, where 125 industry leaders gathered in Washington, DC, to meet with lawmakers and policy experts.

These are among the more notable achievements in 2025 by the HFA advocacy team, led by President and CEO Liz Clark, Chief of Staff Mike Goscinski, and Manager of Government Affairs Charles Regnante. Expect HFA’s advocacy mission to make another big leap in 2026.

Medicare to Reimburse Doctors for Physical Activity Assessments

In a groundbreaking policy shift, Medicare will pay doctors to assess patients’ physical activity levels as part of routine care for the first time.

This new policy was initiated after joint advocacy efforts from HFA and the Physical Activity Alliance (PAA), which submitted formal comments urging the Centers for Medicare and Medicaid Services (CMS) to recognize physical activity as a measurable part of care. In addition, the two groups advocated for engaging fitness facilities as trusted community partners in prevention and chronic disease management.

The policy changes include several key components:

• Starting in 2026, doctors will be able to bill Medicare for conducting physical activity and nutrition assessments every six months.

• During annual wellness visits, doctors can now include physical activity and nutrition risk assessments as part of personalized prevention plans.

• Physical activity is now explicitly listed as a modifiable risk factor in new Medicare cardiovascular risk assessment guidance.

• CMS will replace the term “Social Determinants of Health (SDOH)” with “Upstream Drivers,” acknowledging physical activity programs and nutrition as central to whole-person health.

Inactivity costs the US nearly $200 billion annually, but investing in affordable, accessible exercise options could significantly reduce healthcare costs. With nearly 66 million Americans enrolled in Medicare, this change ensures more older adults will hear from their doctors about the importance of being active.

HFA will continue working with PAA and other stakeholders to encourage CMS and other federal agencies to build on this foundation through broader reimbursement for exercise counseling, referral, and community-based activity programs.

HFA’s Record-Breaking Fly-In Brings Industry Priorities to Top Lawmakers

More than 125 fitness industry leaders descended on Washington, DC, for the Health & Fitness Association’s sold-out 2025 Fly-In and Advocacy Summit, May 5-7.

The record-breaking turnout of fitness professionals toured Capitol Hill offices on May 7 to urge lawmakers to support the Personal Health Investment Today (PHIT) Act and other policies that increase access to fitness facilities and other services promoting structured exercise.

Days later, PHIT was included in the House Reconciliation Bill, but didn’t make it into the final legislation after the Senate made its changes.

In her opening remarks to the group on May 6, HFA President and CEO Liz Clark spoke of what had led to the successful turnout for the event.

“You asked for leadership, visibility, and a real seat at the table where decisions are made. And that’s what this moment represents. This Fly-In is the culmination of that vision in action.”

Fly-In participants represented major fitness industry brands, including 24 Hour Fitness, Bay Club Company, Gold’s Gym, Life Time, Planet Fitness, and Purpose Brands, among others. HFA’s industry partners also strongly supported the event, with 19 sponsors backing the two-day event.

“We are here in our nation’s capital not as spectators but as advocates, as business leaders, as employers, as health and wellness providers, as voices for millions of Americans who benefit from what this industry makes possible,” Clark said.

Top: The Fly-In attendees assemble on the Capitol steps.

Middle: (l to r) Al Noshirvani of Alta Technology Group, Tom Gavaghan of Technogym, Aaron Moore of Vida Fitness, and Rep. Don Beyer (D-VA).

Bottom: (l to r) Mel Kleist of East Bank Club, Erik Lindseth of Life Time, Luke Carlson of Discover Strength, Mark Harrington Jr. of Healthworks, Liz Clark, Rep. Lisa McClain (R-MI), Paula Neubert of Bay Club Co., Cory Brightwell of Chuze Fitness, Erin Oncken of Gold’s Gym, and JJ Creegan of Purpose Brands (Orangetheory).

The Economic Case for Prevention

Keynote speaker Rep. David Schweikert (R-AZ), a senior member of the House Ways and Means Committee, urged attendees to lead on the issue of preventive care.

“The gym business will go through a revolution in the next few years,” said Schweikert. “Sell the morality of what your businesses are—the morality of people living better, living longer.”

Schweikert, who helped author a landmark Joint Economic Committee report on obesity’s economic impact, painted a stark picture of America’s healthcare crisis that resonated throughout the summit.

“Our economic system is based on our brothers and sisters being sick,” Schweikert told the packed audience. “Last year, a Goldman Sachs