THE STORIES BEHIND THE NEWS

The HFA Show 2026

Moving the fitness industry forward.

Less than two months from now, more than 10,000 fitness professionals, industry leaders, and innovators from around the world will converge on San Diego for the premier event of the year: The HFA Show 2026. This year’s theme—Stronger Together: Uniting the Industry to Advance Global Health—has shaped every element of the program. From the Global Advocacy Summit to the Women’s Leadership Summit to our regional forums, the focus has been clear: bringing together industry professionals to share ideas, elevate best practices, and strengthen the impact of our industry.

That spirit of collaboration will be on full display in San Diego March 16-18. Attendees can expect an energizing mix of education, inspiration, and connection—along with new features, expanded programming, and opportunities to engage with peers who are driving meaningful change in their communities. Whether you are coming to learn, network, discover new products, or simply recharge your passion for the work you do, The HFA Show promises an experience designed to move the entire industry forward.

Keynote: How Teams Can Thrive in the Age of AI

Last month, HFB unveiled two of this year’s keynoters—entrepreneur Jesse Itzler (sponsored by Matrix) and Olympian Apolo Ohno (sponsored by ROR). Since then, the keynote lineup has gotten even stronger with the addition of author, advisor, and teamwork expert Erica Dhawan.

Taking the stage on March 16 in a presentation sponsored by Zenoti, Dhawan will share what it takes to build resilient, high‑performing teams in the age of AI. Drawing from research and real‑world insights, she’ll break down how to build trust, foster agility, and elevate performance in an era of rapid change.

Attendees will return to their businesses energized with takeaways that will help them transform digital challenges into strategic advantages, use AI to make smarter decisions, and create a collaborative culture that will allow innovation to thrive.

Dhawan

HFA hosted its first Global Advocacy Summit at the show last year, drawing about 40 people from multiple countries.

Global Advocacy Summit

Returning for its second year, the Global Advocacy Summit once again takes center stage at The HFA Show, bringing together leading voices who are shaping the future of health and fitness policy. This year’s summit features two panels followed by an open forum.

The first panel, led by HFA Vice President of Research Anton Severin, explores how GLP‑1 therapies are transforming obesity treatment. The discussion will unpack what these shifts mean for the fitness industry, how emerging evidence is influencing clinical guidance, and how these developments are paving the way for broader policy and system‑level integration.

The second panel, led by HFA Chief of Staff Mike Goscinski, examines how the fitness industry is increasingly being recognized as essential. Panelists will dig into how aligned language, shared frameworks, and coordinated advocacy are elevating the industry’s role across healthcare, policy, and economic systems worldwide.

One of the most popular special education sessions each year, this year's Women's Leadership Summit will spotlight the opportunities rising from the growth of businesses focused on women's health.

Women’s Health Rising: The Inflection Point

This year’s Women’s Leadership Summit, sponsored by Daxko, dives into one of the most dynamic areas of growth in the wellness space: women’s health. With investor attention surging, businesses focused on fertility, hormonal health, menopause, and active aging are expanding rapidly. The panel will explore what this momentum means for fitness and wellness operators, including the programming, services, and technologies that can better support female members at every life stage.

Moderated by HFA Senior Director of Communication Pamela Kufahl, the panel includes Annbeth Eschbach, CEO of ResetOne; Ann Gilbert, Fit-Her Health & Fitness for Women; Dr. Roohi Jeelani, chief growth officer of Kindbody; and Omair Khan, partner of ARTIS Ventures.

The opportunities to learn, connect, and grow are abundant at The HFA Show. Register today so you don’t miss out.

Health & Fitness Business is a publication of

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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