Reflecting on the Year. Focused on Our Future.

We brought our global community together at The HFA Show in San Diego and our European Congress in London, while strengthening relationships and creating new opportunities for collaboration across Asia, Latin America, Europe, and North America.

Our research continues to provide the data and insights our members need to make informed decisions. From consumer participation trends and facility traffic to the economic impact of our industry, we are building a stronger foundation of evidence to support both business growth and advocacy.

These are important accomplishments, made possible by our members, partners, volunteers, and dedicated HFA team. They deserve to be recognized and celebrated.

But our greatest opportunity lies in what we do next.

Building the Association Our Industry Needs

Since stepping into the leadership of HFA, I’ve spent considerable time listening to members, industry partners, and leaders from around the world. One thing has become increasingly clear: Our industry is changing, and our association must evolve with it.

We need to be more relevant, more connected, more responsive, and more effective in delivering value to the businesses and people we represent.

Working alongside our board and leadership team, we’ve established five strategic priorities that will guide our work in the years ahead:

• We are reimagining membership, strengthening the value we deliver, creating more meaningful opportunities for engagement, and ensuring that businesses of every size and segment have HFA as an essential partner in their success.

• We are modernizing our events, creating experiences that bring people together, foster innovation, generate business opportunities, and deliver exceptional education and connections.

• We are strengthening the industry’s voice, elevating the recognition of health and fitness businesses as essential contributors to healthier individuals, stronger communities, and more sustainable healthcare systems.

• We are expanding our advocacy efforts, becoming more proactive in identifying emerging legislative and regulatory issues, providing members with practical guidance, and ensuring our industry has a meaningful voice in decisions that affect its future.

• We are investing in research and education, providing credible insights, practical resources, and the knowledge our members need to navigate change and prepare for the future.

Turning Our Vision Into Action

This work is underway, and you’ll see it come to life in 2027 through many new initiatives.

The HFA Show, March 10–12 in Las Vegas, will reflect where we’re headed.

Under the theme “United in Purpose. Mobilized for Change,” we’re creating a more dynamic experience that brings together operators, suppliers, innovators, and leaders from around the world. Our trade show will spotlight the products, technologies, and services transforming our industry, while expanded education, networking, and strategic partnerships will create new opportunities for learning and business growth.

We’ll also gather on opening night to celebrate the extraordinary pioneers who helped build our industry at the HFA Hall of Fame, with proceeds supporting the important work of the HFA Foundation.

Beyond Las Vegas, we’re building a stronger membership organization, expanding international collaboration, advancing our advocacy agenda with a deeper focus at the state level, and developing new research and educational resources that will help our members make better decisions and build stronger businesses.

Equally important, we’re creating more opportunities for our members to help shape this work. Your experience, ideas, and engagement must be central to the future of HFA. This is your association, and its success must be measured by the value it delivers to you.

Our Best Work Is Ahead of Us

As leaders, we have a responsibility to look beyond today’s challenges and prepare our organizations for tomorrow’s opportunities. That means challenging the status quo, investing in our people, embracing new ideas, and sometimes having the courage to change what’s familiar.

The same is true for your association. We have an extraordinary opportunity to expand our reach, strengthen our businesses, develop the next generation of leaders, and establish physical activity as an indispensable part of health and well-being around the world.

So, as you reflect on this past year, celebrate your wins. Thank the people who made them possible. Be thoughtful about what needs to change. And then turn your attention forward.

Our future isn't defined by what we’ve accomplished. It will be defined by what we choose to do next.

I look forward to building that future with all of you!