Noon to 12:45 p.m.

Keynote Address: Steffie Bryant, president of keepme.ai

12:45 to 1:45 p.m.

Lunch + Networking

1:45 to 3 p.m.

One Vision, Many Journeys: Leadership Stories Shaping the Future of Fitness

(Moderator TBA)

Shafiq Ahmed—Founder and CEO, NRG Gym Limited

Sophie Lawler—CEO, Total Fitness

Justin McDonell—Co-founder, Anytime Fitness UK & Ireland

Rene Swart—CFO, Lift Brands EMEA

John Trehame—Founder and chair, Gym Group

From startup founders to leaders of some of Europe’s most recognized fitness brands, this conversation explores the defining moments behind their companies' growth. Panelists will share lessons learned, leadership insights, and how different paths—from self-funding to investment partnerships—have helped shape their success and the future of the industry.

3:30 to 4 p.m.

The New Economics of Payments: Europe’s Competitive Advantage

Europe has built one of the world’s most efficient payments ecosystems, powered by bank-to-bank transfers, localized payment methods, and deeply integrated financial infrastructure. In this session, leaders from companies such as Adyen, Stripe, Mollie, and GoCardless will explore how payments strategy is improving retention, reducing costs, and enabling scalable growth. Attendees will leave with a new perspective on payments as a strategic lever—not just back-office infrastructure.

4 to 4:30 p.m.

Corporate Wellness as a Growth Engine

Powered by insights from Wellhub, this session will explore how partnerships with employers are helping fitness operators and wellness apps acquire members, diversify revenue, and build more resilient businesses. Drawing on data from Wellhub’s 2025 Corporate Wellness Report and perspectives from leading employers and operators, this session will give attendees practical insight into how corporate wellness can become a powerful driver of long-term growth.

4:30 to 5 p.m.

Minding the Privilege Gap: Community Initiatives Driving Change

Marianne Boyle—Director of Membership and Sector Development, ukactive (Moderator)

Dr. Hussain Al Zubaidi—Lifestyle GP, Royal College of General Practitioners

Across the UK, innovative community programs and urban planning initiatives are reshaping access to physical activity and closing the privilege gap in movement and health. This session explores how efforts like ukactive-led initiatives, such as Movement for the Masses, Parkrun, Park Walk, and inclusive park design for young girls are expanding opportunity through smarter resource allocation and community-driven design. Attendees will learn how scalable, place-based solutions are making physical activity more accessible, equitable, and embedded in everyday life.

5 to 5:15 p.m.

Break + Sponsor Showcase

5:15 to 5:45 p.m.

Emerging Markets to Watch: Where Fitness Growth Is Accelerating

Florian Cartoux—EMEA Director, Health & Fitness Association (Moderator)

Zeynep Sirel Firat—Co-CEO, Mars Athletic

Bernardo Rocho Novo—CEO, SC Fitness

Magdalena Szwed—Director of Products, Benefits System

While mature markets continue to evolve, some of the most exciting opportunities are emerging in countries where consumer demand, investment, and innovation are accelerating. This session highlights trends and lessons from Turkey, North Macedonia, Hungary, and other high-potential markets.

5:45 to 6:30 p.m.

Brand Builders: How Europe’s Leading Operators Create Community and Cultural Relevance

Cameron Saunders—CEO, ukactive (Moderator)

Claire Cronin—CMO, David Lloyd Clubs

Arecily Escobedo—Head of Brand, Urban Sports Group

Soetkin Verkest—Head of Marketing, Jims

Strong brands do more than attract attention—they create loyalty, community, and advocacy. Marketing leaders from Europe’s most recognizable operators will share how they differentiate their brands, connect emotionally with consumers, and turn members into ambassadors.

6:30 to 7:45 p.m.

Opening Reception

12:45 to 1:45 p.m.

Lunch + Networking

1:45 to 2:30 p.m.

The Retention Blueprint: Inside the Industry’s Largest Retention Study

Dr. Paul Bedford—Researcher, Retention Guru

Julie Allen—Active Insight

Presented as part of HFA’s forthcoming Global Retention Benchmark Report, this session will provide an early look at findings from one of the most comprehensive retention studies ever undertaken in the health and fitness industry. Led by retention expert Dr. Paul Bedford, this study represents the most ambitious retention research initiative of his 20-year career studying member behavior and attrition in the fitness sector. It explores the operational, behavioral, and member journey factors most closely associated with long-term retention and membership lifetime value, while highlighting emerging global benchmarks and patterns shaping the future of member engagement.

2:30 to 2:45 p.m.

Networking + Sponsor Showcase

2:45 to 3:30 p.m.

Raising the Bar: Certifications, Standards, and the Future of the Fitness Professional

Joanne Groves—Director, Faster Course (Moderator)

Paul Crane—Risk & Standards Manager, ukactive

Hery Delaporte—EREPS Coordinator, EuropeActive

Tara Dillon—CEO, CIMSPA

As the fitness industry takes on a greater role in healthcare and preventive health, professional standards have never been more important. This session will explore how organizations like CIMSPA, EuropeActive, and other leading credentialing bodies are modernizing education, certification, and competency frameworks for fitness professionals. Attendees will gain insight into how stronger standards are elevating credibility, improving career pathways, and positioning the workforce as a trusted partner in health and wellness.

3:30 to 4:15 p.m.

Keynote Address: Alistair Brownlee