Leadership: Insights from HFA Leaders

Letter From Liz

LIZ CLARK, PRESIDENT & CEO OF THE HEALTH & FITNESS ASSOCIATION

All Systems Go at HFA

As we reach the stretch run before the The HFA Show 2026 (March 16-18) in San Diego, we’re excited about our registration and trade show numbers, and we’re looking forward to a heavily attended event.

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From the Chair LUKE CARLSON, CHAIR OF THE HFA BOARD, CEO OF DISCOVER STRENGTH

What Are You Optimizing For?

To me, the most important question when growing a business is: What am I optimizing for?

Until we can answer this question, I’m not sure how we can develop a strategy, provide clarity to our team, or agree

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