In the final event on its 2025 international calendar, HFA deepened its relationship with Latin America by participating in the Wellness & Fitness LATAM, an annual regional conference and trade show produced by Maxwell Productions and held November 20–21 in Guadalajara, Mexico.

The event, which marked the first collaboration between HFA and Maxwell Productions, brought together more than 5,000 fitness professionals, business leaders, and innovators from across Latin America and beyond. With more than 45 educational sessions and an expo floor featuring over 100 exhibitors, Wellness & Fitness LATAM positioned itself as a new hub for regional collaboration, investment, and industry growth.

At the event, HFA President and CEO Liz Clark emphasized the association’s expanded research efforts and its work with national fitness federations, while underscoring the long-term opportunity in Mexico and neighboring markets.

“Our partnership on the event gives HFA a tremendous opportunity to help strengthen the fitness ecosystem in Mexico and across Latin America,” Clark said, calling the conference a clear signal of the region’s growth potential. “We are pleased to have found a partner in Latin America who can be a resource for the health club and studio operators in this growing fitness market, and we look forward to this new collaboration.”