Fitness Brazil Expo held August 28-30 at São Paulo’s Transamérica Expo Center, cemented its position as the largest business event for the fitness sector in the Americas, drawing a record-breaking 35,000 visitors over three days—a 30% increase from the previous year. Held in partnership with HFA, the Expo generated an estimated $750 million BRL ($135 million), representing a nearly 50% increase compared to 2024’s $520 million BRL ($93 million) total.

This was the 26th annual edition of the event, which expanded in both attendees and size. For the first time in its history, the event occupied all five pavilions at the Transamérica Expo Center, growing from 19,000 to 28,000 square meters of exhibition space. The venue featured six rooms with exclusive content, two large arenas hosting interactive experiences and panels, and three food courts to accommodate the surge in attendance.

“This expansion reflects the ongoing growth of our market and the importance that Fitness Brasil Expo has earned over the decades,” says Gustavo Almeida, executive director of Fitness Brasil. “Considering the increase in space, the number of exhibitors, and overall industry activity, these results reinforce the Expo’s relevance as a strategic platform for generating connections, opportunities, and knowledge within the fitness and wellness ecosystem.”

More than 160 exhibiting brands participated—a 30% increase from the previous year—alongside 120 speakers and 3,000 conference participants.

HFA’s Enduring Partnership

Like HFA’s flagship event, The HFA Show, Fitness Brasil Expo rebranded last year after being known as IHRSA Fitness Brasil for the first 25 years. (IHRSA was the former name of HFA.)

HFA President and CEO Liz Clark and HFA Board Member Maria Gonzalez, who is CEO of ClubFitness Greensboro in North Carolina, represented HFA at the event.

Clark celebrated the longstanding partnership, saying, “Fitness Brasil is always one of the highlights of the year for us. The high-energy atmosphere and variety of speakers and exhibits makes this a memorable event every year. Fitness Brasil Expo continues to drive the growth of the industry in the entire Latin American region, and we’re thrilled with the turnout we saw this year.”

Beyond the exhibition floor, Fitness Brasil maintained its reputation for high-level educational programming with its Conference on Gym Management and Business, which promoted discussions on strategies, innovation, and sector trends. Numerous courses and panels addressed challenges and opportunities facing fitness professionals, managers, and industry leaders.