AROUND THE WORLD WITH HFA
Wellness & Fitness LATAM Moves to Mexico City
The HFA-backed expo and education event returns November 19-20 with a business summit, a women’s leadership program, and forums on AI, longevity, and GLP-1 medications.
Gonzalez at last year's event.
After a successful debut in Guadalajara last year, Wellness & Fitness LATAM, powered by HFA, is heading to Mexico’s capital. The second edition of the expo and education event, produced by Maxwell Productions in partnership with HFA, takes place November 19-20 at Expo Santa Fe in Mexico City.
Organizers expect more than 5,000 fitness professionals, business leaders, and innovators from across Latin America and beyond. The event will feature more than 45 education sessions and an expo floor with more than 100 exhibitors.
HFA interim President and CEO Greta Wagner will be attending along with HFA Board Member Maria Gonzalez, CEO of ClubFitness Greensboro. The inaugural edition of Wellness & Fitness LATAM, held November 20-21, 2025, at Expo Guadalajara, included a presentation by Gonzalez, who shared highlights from the 2025 HFA Global Report. Gonzalez will once again speak at the event.
A Program Built for Operators
The centerpiece of this year’s education agenda is the Business Summit 2026, which pairs conference sessions on growth, leadership, innovation, service, and operations with hands-on workshops and roundtables designed for teams. Workshops and roundtables require advance registration and are subject to capacity.
Under the banner of “the change has already begun,” discussions will center on the following:
• Wellness has ceased to be a trend and has become a new way of living and doing business.
• Boutique studios are creating new communities.
• Artificial intelligence is transforming the operation.
• Longevity, recovery, nutrition, and preventative health are opening up new markets.
• Consumers expect more complete, personalized, and human experiences.
Speakers include Eduardo Netto of Bodytech Company, Gabriela Prado of Sports World, Peter Thomas of ABC Evo LATAM, Fabio Saba of Fitness Brasil, and Óscar Torres of Sport City University. Susi Vereecken, executive director of Maxwell Leadership in Spanish, will deliver a keynote.
The SuperWomen Summit offers a dedicated program for women who are building companies and leading teams in the industry. A Personal Trainer Summit, presented with the National Academy of Sports Medicine, will devote four hours to artificial intelligence, longevity, GLP-1 medications, and the psychology of movement. Owners and executives with VIP access can also attend the WF Leaders Forum on November 18.
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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