Greta Wagner HEALTH & FITNESS ASSOCIATION PRESIDENT AND CEO, INTERIM

Remembering 9/11 and How Hope Can Rise From Tragedy

As I write this column, I can’t help but reflect on the 25th anniversary of September 11.

So many people were directly impacted by the unimaginable loss that day, and all of us were changed by it in some way. I was somewhere in the middle. I thank God that I did not lose an immediate family member, but 9/11 remains deeply personal to me.

At the time, I lived just a few blocks from the World Trade Center. My firstborn son and his nanny were caught downtown and, for hours, we did not know where they were. My husband was searching for them as the second tower fell. I was pregnant with our twins.

At Chelsea Piers, our team was preparing the facilities to receive what we believed would be an enormous number of injured people, creating a makeshift hospital waiting for patients who, tragically, never came.

There are images from that day that will never leave me. I remember watching people walking north along the West Side Highway, ghostlike, covered in ash and debris. Among them, I saw my husband pushing our son in his stroller toward me. The trauma of everything surrounding us and the overwhelming relief of seeing my family safe existed in the very same moment.

A World Changed in Only Moments

September 10 had been an ordinary day. The early morning of September 11th was an unusually perfect and beautiful morning. By mid-morning we were experiencing horror, and by September 12, we were living in a different world. The hours in between and days immediately following remain burned into the minds and hearts of those who experienced them, almost like images captured on film.

I have my own 9/11 story, as so many people do. The larger story and the extraordinary stories of loss, courage, and sacrifice deserve far more space than I could ever give them in this column. But one thing I remember vividly about the days that followed was how people came together. Communities came together. Businesses came together. Our industry came together.

Twenty-five years later, that lesson about the importance of human connection still resonates deeply with me.

It is something I have been thinking about as we prepare to bring leaders from across our industry together for the HFA’s European Congress. The Congress is, of course, an opportunity to learn, exchange ideas, and discuss the issues shaping our businesses. But its greater value may be the relationships created and strengthened when leaders from different companies, markets, and countries spend meaningful time together.

That is increasingly important for HFA. If we are going to represent and advance a truly global health and fitness industry, we have to do more than conduct business around the world: We have to build relationships around the world.

Forging Relationships That Strengthen Our Global Industry

Over the past several months, I have had the privilege of spending time with industry leaders in numerous markets. In early August, I had the honor of speaking on a panel with GoodLife Group Founder and Chairman David “Patch” Patchell-Evans at his canfitpro GLOBAL 2026 in Toronto on August 14-16. And, most recently, I traveled to Brazil for the 2026 Fitness Brasil Expo in São Paolo on August 26-28. Wherever I travel, I am reminded that our markets may be different, but so many of our aspirations are the same.

We all want more people to be physically active. We want governments and healthcare leaders to better understand the role our industry can play in improving health. We want to build stronger businesses, develop our people, and create experiences that keep consumers engaged for a lifetime. And we want the health and fitness industry to have a stronger, more credible voice in the conversations that affect our future.

Those goals cannot be achieved from one country, one organization, or one stage.

They require relationships.

One of the things I appreciated most during my time in Brazil was seeing firsthand the strength of the community that Fitness Brasil has built and the passion its leaders have for advancing the industry.

Experiences like that reinforce why HFA’s international relationships matter. They allow us to learn from one another, share ideas that are working in different markets, and, increasingly, unite around issues that transcend borders.

The same will be true when we gather at the European Congress in London. I am looking forward not only to the formal program, but also to the conversations around it—the dinners, introductions, debates, and unexpected connections that so often become the beginning of something much larger.

Technology makes it possible for us to communicate across continents instantly. But there is still no substitute for being together.

Perhaps that is one of the lessons I carry with me from September 11, 2001. In moments of enormous consequence, institutions matter, leadership matters, and strategy matters. But ultimately, people turn toward one another.

Our industry is at an important moment. The opportunity before us, to positively influence health on a global scale, is extraordinary. Realizing that opportunity will require many things: stronger advocacy, better research, innovation, investment, and a clear vision for our future.

But underneath all of it will be relationships. And HFA intends to keep building them across our industry and around the world.

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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