10 Reasons The HFA Show 2026 Is a Must-Attend Event
BY JIM SCHMALTZ
The selfie station returns in 2026.
Attendees eagerly anticipate the opening of the trade show floor.
The Kick-Off Party is the place to see and be seen each year.
Sure, there are hundreds of reasons to attend the show in San Diego on March 16-18, but these 10 will get you started.
As we often say, The HFA Show is the one place you can experience FOMO even when you’re there. The HFA has added so many events, sessions, speakers, panels, and receptions that you just can’t experience everything you want.
Then there’s the trade show on March 17-18, which is kind of like an adrenaline-fueled perpetual motion machine, with almost 400 exhibitors booked by early January. In addition, this year the trade show floor will have several new areas where attendees can get an early look at the next generation of products that will help fitness businesses meet the growing demand for connectivity, recovery, and more efficient workouts.
This year’s theme, Stronger Together, reflects the unifying mission of HFA, as the association continues to expand its membership umbrella. Fitness and wellness have become higher priorities with a growing number of consumers, who now understand that physical activity is preventive healthcare. As the industry expands its value proposition by serving the entire whole-body, holistic health profile, HFA will continue to seek stakeholders who in the past may not have viewed the health and fitness industry as allies.
Business in the Front, Party in the Back
While The HFA Show 2026 will have plenty of receptions and off-site parties, the main focus of the conference and trade show is providing the tools, knowledge, and networking that helps fitness professionals grow their businesses. Thought leaders and speakers from inside and outside the industry bring fresh ideas and unique perspectives that can have a transformative effect on mindset and strategic thinking.
As we noted at the top of the article, you can’t see everything. It’s advised that you access the conference schedule and make a note of the sessions and events you want to see. (See below to learn about the six education tracks of the conference.)
But you always have to make time for the receptions and social events. This is an industry that “sparks joy,” to quote famed organizing consultant Marie Kondo. The HFA Show always delivers the exuberant vibes of an industry that is rewarding in far more ways than just financially.
With that in mind, here are 10 ways to get the most out of The HFA Show 2026.
More than 150 speakers will present at the show.
Sessions are available for CECs.
Find your track.
To help attendees find the sessions and panels that resonate with them, HFA has organized the schedule by six subject areas. Below are links to each category and the session/presentations included in each education track.
• Technology: Human-Centered Tech
• Well-Being: Intersection of Wellness
• Leading People: Leadership & Culture
• Creating Member Experiences: Programming, Retention & Operation
Innovation Alley showcases start-up brands.
Take a mind-blowing stroll through Innovation Alley.
A new feature of The HFA Show, Innovation Alley (sponsored by Sweatworks) is a launching pad for emerging companies that will have an opportunity to showcase early-stage products and services. Located on the trade show floor, Innovation Alley will give attendees an opportunity to engage with the entrepreneurs behind these startups. Innovation Alley is already fully booked with exhibitors, so expect a high-energy environment.
The induction of the late Jack LaLanne and his wife Elaine LaLanne into the HFA Hall of Fame will be followed by a 100th birthday party for Elaine.
Party with legends.
The second annual HFA Hall of Fame induction ceremony will take place at 6:30 p.m. on Sunday, March 15 as eight industry legends will be officially enshrined into the Hall of Fame, including the late Jack LaLanne and Elaine LaLanne. Elaine will turn 100 years old on March 19, and HFA will host a birthday party for her to start her off in style for her next 100 years. This is an event you can’t miss. Sponsored by The Bay Club Company, tickets are $275. Proceeds from ticket sales support the HFA Foundation, a 501(c)(3) nonprofit.
Severin
See HFA research come to life.
There’s a difference between research and actionable research. HFA delivers the latter, providing members and the wider industry with global insights backed by hard data, expert interpretation, and the imprimatur of the only global health and fitness association in the world. At The HFA Show 2026, HFA Vice President of Research Anton Severin will offer presentations on the latest data collected by HFA and its partners. It’s highly recommended that you take in the Severin-hosted session, “Fitness by the Numbers: Consumer Behavior and Industry Benchmarks 2025” (9 to 10 a.m. on Monday, March 16), which will help you make more informed decisions.
Almost 400 exhibitors are expected at the show.
Sell, sell, sell (or buy, buy, buy)!
There’s a reason about 400 companies have secured their spots on the trade show floor at The HFA Show 2026: It works. This an event that attracts the very people that companies want to reach. It’s estimated that about 82% of attendees are decision makers for their brands. Where else do so many influential customers congregate in one place with the intention of making a purchase? And if you’re one of those decision makers who is seeking upgrades or new products and services to purchase, you won’t have a better environment for allowing hands-on experience and in-person encounters with company reps.
Caro
Carlson
Receive valuable insights at the HFA Financial Panel.
For 28 years, beloved industry legend and member of the HFA Hall of Fame Rick Caro hosted this forum of high-level financial officials that became a highlight of the annual HFA show. Sadly, Caro passed away August 31, 2025. Because he had founded, organized, and moderated the event every year, many feared it would be discontinued, which would have deeply disappointed Caro. HFA made sure that didn’t happen. The Financial Panel will be hosted by HFA Board Chair Luke Carlson, owner of Discover Strength. A remembrance of Caro will precede the panel discussion, which will be held 11 a.m. to 12:30 p.m. on Tuesday, March 17.
The program includes five regional forums.
Collaborate with the world.
The global community is an important part of HFA membership, and about 35% of attendees travel from more than 80 countries to attend the show every year. HFA values these dedicated global professionals and offers several region-specific gatherings, including EMEA, Latin American, Brazilian, APAC, and Canadian forums. There’s also an International Attendee Reception at 6 p.m. on Tuesday, March 17.
Translation is made easy with the Wordly app.
Communicate freely in 60 languages.
Thanks to the Wordly app, an AI-powered speech translator, you’ll be able to engage with those who don’t share your native tongue. Wordly supports over 60 languages, enabling you to access captions or translated audio in your preferred language. The app easily integrates with smartphones and computers and allows for real-time translation. The app is available on most operating systems, including Apple and Android.
Goscinski
Learn how HFA advocacy protects your business—and how you can join the mission.
HFA advocacy continues to grow in influence, and this year’s conference will present research and forums that will inform and motivate members to join the cause. Mike Goscinski, HFA chief of staff, will preside over several sessions, including the Global Advocacy Summit. Make sure you check out “Navigating the New Economy: How Supply Chain Shifts Are Reshaping the Fitness Industry” (1 to 2 p.m., Monday, March 16), as Goscinski and Alex Albert, vice president of supply chain and procurement for Xponential, delve into complex issues behind global economic uncertainty. Goscinski will explain how HFA is working hard to advocate for fair trade policies, supporting members through supply chain disruptions, and helping businesses build resilience in an increasingly complex global market.
Dhawan
Itzler
Ohno
Be motivated by HFA’s three keynote speakers.
Again this year, HFA will offer three diverse and inspiring speakers who will bring fresh ideas to the event. The keynoters will be Erica Dhawan, bestselling writer and advisor (11 a.m., Monday, March 16); Jesse Itzler, billionaire entrepreneur and former rapper (8:30 a.m., Tuesday, March 17); and Apolo Ohno, Olympic legend and television presenter (8:45 a.m., Wednesday, March 18) . Ohno and Itzler are profiled here, and Dhawan will be featured next month in HFB.
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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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