Artificial intelligence is reshaping nearly every industry on the planet, and fitness is no exception. AI’s valuation in the fitness and wellness market is projected to rise to $46.1 billion by 2034—a 16.8% CAGR over the next decade, according to InsightAce Analytic.

AI in all its manifestations is used in marketing, CMS software, equipment maintenance, retention-based predictive analytics—actually, just about everything you can think of. It’s becoming a trusted tool in all levels of operations, finances, and member services. In the long term, AI may emerge as the foundational engine of a new fitness industry that leaves no one behind, because of its ability to be hyper-personalized. In fact, 78% of personal trainers use AI in some capacity when working with clients.

While AI is the not-so-secret sauce in a lot of technology products, it’s far from the whole story. What operators need is technology that allows for customization, whether it’s accounting software or CRM systems that market to current members and prospects.

In the fitness space, technology companies with staying power are the ones who place customer service at the center of their offerings. This is why HFA industry partners in the technology field make their presence known at The Hfa Show. Demonstrations at the trade show don’t just demystify complex technology, they put a human face on the product.

The next wave of innovation promises to create a fitness experience that is not just personalized but truly predictive, holistic, and seamlessly integrated into every aspect of a member’s wellness journey. The companies and products in this section will be driving this evolution.