American statistician W. Edwards Deming famously said, “In God we trust; all others bring data.” The 13th annual Fitness Technology (FIT) Summit, held in Chicago on October 13–15, 2025, tried its best to make data a bit more trustworthy—and useful—in the age of AI.

Hosted by ALTA Technology Group, led by managing partners Al Noshirvani and Tara Levitt, the three-day conference drew approximately 350 attendees from more than 130 fitness brands collectively serving an estimated 50 million members worldwide.

The invite-only event attracted C-suite leaders from across the global industry for discussions on how technology is reshaping the business of fitness. The event’s 2025 theme, Mastering Digital Personalization and Tools: Unleashing AI and Data for Unforgettable Customer Experiences, centered on practical applications of AI as it continues to disrupt businesses in all sectors.

But it wasn’t all numbers and algorithms. The FIT Summit was preceded by a celebration of life for industry legend Rick Caro, who passed away August 31, 2025 (see below). Another highlight was a presentation of a sizable facsimile of a check from ALTA Technology Group, Zenoti, and EGYM, which collectively donated $55,000 to the Health & Fitness Association. The giant check was gratefully accepted onstage by HFA President and CEO Liz Clark (see sidebar).

AI on the Agenda

Noshirvani, who is also vice chair of the HFA board, is widely recognized as a trusted authority on fitness tech. He is a founding advisor on the newly formed HFA Digital Health Council , which will play a leading role in establishing best practices for AI, biometrics, and data management, while seeking ways to integrate tech services from a wide variety of stakeholders.

The FIT Summit featured a number of panels, fireside chats, and networking sessions on topics in those areas, such as:

● Turning data into ROI

● Practical AI applications, from personalization to retention

● Understanding Gens Z and Alpha

● Building smarter data infrastructure

One highlight was the FIT Summit advisory panel, which looked at how leading fitness brands such as EōS Fitness, Equinox, and The Bay Club Company are redefining personalization through smarter use of data and AI.

In 2026, two FIT Summits have been scheduled: the first in London on May 19–20, followed by the US event in Washington, DC, on October 12–14 at the Gaylord National in National Harbor.