What’s Behind the Buzz for the 2026 HFA European Congress

New Demographics and New Opportunities

Wagner opened by asking Stalker about the shifts and trends he sees in the UK market. He pointed to strong membership growth in the UK, driven by what he called a “generational shift amongst young people,” who increasingly see fitness as part of their identity.

Stalker also cited rising health awareness and a growing recognition, especially within Britain’s National Health Service, that preventive care is essential. He noted that UK participation in fitness facilities has now hit an 18% penetration rate, with a record 12.2 million members, growth he attributes partly to younger consumers choosing health clubs over pubs and to expanding interest among older adults.

“We need to convene on so many of these items on a global scale today,” Stalker said, calling the collaboration between HFA and ukactive a way to “strengthen all voices and amplify the agenda” at a moment he described as unlike any other in his career.

Mullane picked up on the technology issues that will anchor much of his Congress keynote, “The Invisible Workforce.” He argued the industry is at an inflection point, moving from technology that supports human work to technology capable of doing the work itself.

“For most of the last decade, technology and fitness has really been about optimization: better CRMs, better apps, better payments, and better reporting,” Mullane said. “It made the existing operating model more efficient, but it did not fundamentally change the model. I think AI is different, because once technology can actually undertake the work, rather than simply support it, you start to affect operating models, staffing ratios, service levels, and the speed at which a business can respond.”

Mullane added that consumer expectations, shaped by experiences with companies like Amazon and Uber, are pushing people toward wanting immediacy and personalization regardless of the industry. The real divide ahead, he said, will be between operators who simply add AI features to existing processes and those who redesign their processes around what AI now makes possible.

Inroads Into Healthcare Infrastructure

On the healthcare front, both guests described an industry whose role is expanding well beyond selling gym access. Stalker cited the rising role of health clubs in weight management, rehabilitation, and mental health support, noting that visits to UK health and fitness clubs last year roughly doubled the number of visits to doctors.

Mullane framed the shift in broader terms. “The opportunity is a move from selling access to exercise to becoming part of the infrastructure of prevention,” he said, while cautioning that the industry should stay disciplined. “We should not overclaim and start pretending that gyms are hospitals. We do not need to become healthcare providers to play an enormously important role in prevention.”

Stalker also discussed ukactive’s advocacy priorities, from VAT relief and business rates to leisure-sector reforms, describing an environment in which the industry finally has a voice at the table in Westminster after years of being “spoken down to.” Still, he acknowledged the volatility of UK politics, comparing it to catching a bus that has already left the stop. “We need better economic times so they can invest in health,” he said, “but they’ll have better health if they invest in health.”

The conversation closed with both guests looking ahead to the Congress itself. Mullane said he’s most interested in sessions that push the industry to ask “what the model should become,” rather than how to make today’s model marginally better, pointing to conversations on GLP-1 medications, community access, and the future of the fitness professional as prime examples.

An Education Agenda Designed for a Transformed Industry

Those themes will play out in full in London, with a schedule built around the issues operators are facing right now. The program features more than 40 speakers, many of them top operators and CEOs, who will share how they are navigating issues including healthcare integration, retention, AI, workforce development, and women’s health.

The Congress opens with a session developed with ukactive and EVOLVE, examining UK market trends, consumer insights, policy developments, and the role of physical activity in physical and mental health.

HFA will also discuss revelations culled from the HFA 2026 Global Report, covering more than 30 countries with data on facilities, membership, revenue, penetration, consumer trends, and industry outlook.

Experts will also draw upon HFA research on GLP-1s and exercise that examines the health and economic impact of combining medication with structured exercise.

Dr. Paul Bedford will preview findings from HFA’s forthcoming Global Retention Benchmark Report, which will be released in October. This project is described as one of the most comprehensive retention studies the industry has produced.

HFA is also introducing a Women’s Networking Summit built around real-world negotiation scenarios. The Sponsor Marketplace returns, allowing operators to connect with companies offering new products and services. The Congress concludes Saturday, September 26, with club tours of some of London’s leading facilities and studios.

Registration is still open. HFA encourages operators to bring their full leadership teams rather than sending a single representative, given the breadth of programming on research, technology, advocacy, and business strategy. And, of course, the networking opportunities.

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