The Health & Fitness Association
Finishing 2024 Strong!
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Since the March 2024 announcement of IHRSA changing its name and rebranding to become the Health & Fitness Association (HFA), thus redefining/focusing its Mission for this industry, the organization has been on an absolute roll! We have reported on numerous Association announcements and news items throughout the year since this occurred. But, the past month has been a whirlwind, and HFA will end 2024 as strong as ever, setting the stage for a grand 2025.
The purpose of this cover story is to make sure you are up to date on everything going on at HFA, because it's a lot, and it's important! With an agent of change, Liz Clark, HFA President and CEO, at the helm, this was expected, and it has been fun to watch. So, here we go! Let's begin with HFA Events:
The Health & Fitness Association Renames its Event to The HFA Show, Launches Registration
The Health & Fitness Association (formerly IHRSA) has taken the next step in its evolution by rebranding its annual convention and trade show to The HFA Show. Registration for the event, scheduled for March 12 - 14, 2025, at the Mandalay Bay Resort in Las Vegas, Nevada, is now open.
"Las Vegas is an ideal place to kick off the new brand and focus of The HFA Show," said Health & Fitness Association President & CEO, Liz Clark. "With near perfect year-round weather, a thriving indoor and outdoor exercise scene, and as a thriving hub of sports, technology, fitness and health activity, it is the ideal location to bring this industry together for the unique education and connections for which our flagship event is known."
HFA Ribbon Cutting at IHRSA 2024
The theme for this year's event is, "Navigating a New Era of Global Wellness." It speaks to not only the rebranding of the event but also the evolution of the health and fitness industry to embrace the mental as well as physical benefits of exercise through membership in brick and mortar fitness facilities.
To help club and studio operators gain insights into this new era, The HFA Show will feature more than 150 experts, from both within and outside of the industry, to lead sessions in eight tracks: staff management, sales and marketing, research and advocacy, technology and operations, programming, retention and experience, leadership and career growth and industry partners. The education sessions will include lectures, panels, roundtables and other interactive experiences for the best learning opportunities that will help businesses thrive. Continuing education credits will be available.
The event will include a kick-off party, keynotes, the popular Financial Panel by Rick Caro, the international reception and international forums. The trade show will be open March 13 - 14, 2025. More than 400 exhibitors are expected, with booth selection is under way, and the list of 2025 exhibitors will be made available soon.
Liz Clark
The full education agenda, keynotes, and new events will be released on October 25. HFA members who register by November 30 can get free trade show access, as well as the lowest pricing on the conference program.
"The decision on the new name came after an extensive review and feedback process with rebranding experts, members, supplier partners, exhibitors, and association leaders," HFA President & CEO Liz Clark said. "We wanted to continue to emphasize the connection between the association's mission to benefit members, their employees, and the industry as a whole, with the long proven value of our convention to deliver education, networking, and professional development opportunities all under one roof."
Go to healthandfitness.org/show to register today.
HFA's European Congress Returns, Exploring the Future of Fitness
The 21st European Congress, powered by the Health & Fitness Association, is days away, and excitement continues to build for this year's educational segments, which feature fresh voices and new topics.
This annual event, hosted October 21 - 23 in Barcelona, Spain, is designed to provide industry insight for stakeholders and companies alike at the intersection of fitness, health and wellness through a sponsor marketplace, networking, keynote speakers, panels, educational sessions and club tours.
Education, in addition to Advocacy and Research, is one of HFA's three guiding pillars. The European Congress is designed to educate by offering attendees opportunities to explore industry innovation and engage with thought-provoking commentary on best practices and trends shaping the industry.
"The initiative this year was to provide fresh faces and conversation on hard-hitting topics, including global franchising, active aging and AI for business," said Alison Giannaras, HFA's Associate Vice President of International Development and Operations. "We're excited to be offering panels with C-suite participants and an overall roster that is a nice representation of Europe, with folks from a diversity of countries and within various niches of the industry."
Such representation includes Bernardo Álvarez Merino, newly appointed Minister of Sports for the Generalitat of Catalonia, and Martin Seibold, CEO of LifeFit Group, and non-executive Director of the Les Mills International Board.
On October 24, attendees of the upcoming Congress can participate in exclusive visits to four standout fitness centers, but they must register in advance for the tours. Each facility represents a unique approach to health and wellness:
- Marítim by Claror is owned by a private non-profit Catalan organization with four municipal sports facilities traditionally focused on family-oriented services. With a €850,000 investment, it has expanded its services to include a spa, new strength-training spaces, a beachfront location with outdoor activities by the sea and more.
- VivaGym is a leading low-priced fitness chain with over 120 clubs and approximately 320,000 members across Spain and Portugal. With new acquisitions, this chain is positioned for continued rapid growth. During the Congress, participants will learn how this company is leveraging big data to predict customer churn, providing deeper insights into client retention strategies.
- Metropolitan is a premium gym chain with 20 locations. Its newest location includes a fully equipped gym, spa, beauty center, coworking area, café-restaurant, children's play area and outdoor training zone. Metropolitan is known for its lifestyle concept, offering a holistic approach to health, leisure and wellbeing.
- Inner Flow Studio is a boutique fitness center that opened in 2023, situated in an iconic beachfront building offering expansive sports areas and a luxurious spa with state-of-the-art locker rooms. The center boasts several dedicated spaces, such as "The Gym" with cutting-edge equipment and "The Bubble," a meditation sanctuary.
For further program details, visit healthandfitness.org/congress.
IHRSA Fitness Brasil Rebrands to Fitness Brasil Expo
IHRSA Fitness Brasil is being rebranded as Fitness Brasil Expo, organizers of the event announced during this year's show at the Transamérica Expo in São Paulo, Brazil. The new name will take effect with the 2025 show, which is set for August 28 - 30, 2025, in São Paulo. The expo is a partnership with the Health & Fitness Association (HFA), which rebranded in March from IHRSA.
Alison Giannaras, HFA Associate Vice President of International Development and Operations, and Maria Gonzalez, HFA Board Member, offered opening remarks to the attendees.
"We are excited and honored to be here with you to celebrate our 25-year partnership with Fitness Brasil, and even more importantly, to look forward to the next 25 years," Giannaras said in her opening remarks. "Our relationship with Fitness Brasil is stronger than ever, and Fitness Brasil is one of our closest partners."
Gonzalez underscored those sentiments, stating, "This event is a testament to the strength and value of the health and fitness industry in Brazil."
This year's event attracted 16,000 visitors, a 15% increase from last year. The event included 190 speakers and 121 exhibitors, producing 167 hours of content over the three-day show.
"The fair was bigger, more beautiful and more dynamic than ever, clearly showing visitor satisfaction with the variety and range of products and services available," said Gustavo Almeida, Executive Director of Fitness Brasil.
In the rebrand announcement, Fitness Brasil shared that even though the event's name has changed, its mission continues to be to provide a place where the world of fitness connects, learns and evolves.
"It was an absolute honor to attend Fitness Brasil's 25th anniversary event, which was not only impeccably organized but also radiated the warmth and spirit of the Brazilian people," Gonzalez said. "The teamwork behind the scenes was truly remarkable, and it showed in every aspect... The energy and passion shared by everyone present left me feeling inspired and deeply connected to this incredible industry."
HFA and Fitness Brasil are working together on Missão Fitness Brasil, which will be a group tour to the HFA Show, March 12 - 14, 2025, in Las Vegas, Nevada. The tour will include a travel agent to help with flights, visits to some of Las Vegas' best health clubs and studios and exclusive learning opportunities for the Fitness Brasil Group.
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Next, we move on to HFA Research and Advocacy with these important announcements:
Health & Fitness Association Expands Research Arm with Addition of VP of Research
Anton Severin
The Health & Fitness Association announces that Anton Severin has joined the Association as Vice President of Research. He will be based in Washington, D.C.
In this newly created position, Severin will conceive and direct a robust series of economic, data and market intelligence products designed to benefit fitness facilities and supplier partners. He will also lead education sessions, webinars and custom projects, as well as serve as a research spokesperson to the media, at public events and with industry partners and coalitions.
Liz Clark, President and CEO of HFA, commented: "HFA's core pillars are advocacy, education and research, and the work Anton will provide for our members, staff and the industry at large will help us take the Association to the next level of service, cutting-edge analysis, and insight. Anton's education and early career experience in Europe will also help support our global membership and international efforts with valuable perspectives and accelerate our launch of a host of new data and research-oriented products and services."
"Data and products led by Anton will help our industry members better understand the marketplace, share insights with partners, serve customers and support industry advocacy programs, and most importantly, help us continue to be the leading voice about the positive effects of exercise on physical and mental health and our industry's role in improving individual and public health," Clark added.
Severin said: "I look forward to bringing my international background and association research expertise to HFA and its members. Having spent time in the Swedish military, I know well the importance of physical and mental health, and as an avid cyclist and athlete, I am excited to merge my passion with my profession and support an industry working to improve lives."
Most recently, Severin served as Director of Research for the American Gaming Association, a national trade association representing the $329 billion U.S. casino gaming industry. In this role, Severin built a track record of advancing the industry's strategic goals through data-driven insights, tackling key issues such as consumer perceptions, economic trends, taxation, sports betting, responsible gaming and regulatory challenges.
U.S. Fitness Facility Membership Reaches Historic High
2024 Consumer Report
As more Americans prioritize their health and wellness, U.S. fitness facilities reached a record 72.9 million members in 2023, representing 23.7% of the U.S. population aged six and older, according to new data from the Health & Fitness Association (HFA). These findings are detailed in the 2024 U.S. Health & Fitness Consumer Report, which outlines trends in membership growth, participation, and emerging opportunities for the industry.
The number of fitness facility members increased 5.8% year-over-year, marking the highest annual growth rate since 2017. Growth was strong across all facility types, with fitness-only gyms, multipurpose centers and boutique studios all seeing gains. Additionally, the total number of facility and studio users, including both members and non-members, rose by 9.7% year-over-year, reaching 90.7 million.
"Last year's robust growth underscores the increasing demand for fitness services nationwide," said HFA President & CEO, Liz Clark. "As more Americans recognize the benefits of fitness for both physical and mental health, our industry continues to play a vital role in promoting healthier lifestyles across the country."
Beyond membership growth, fitness facility attendance increased for a third consecutive year. The average member visited a facility 81 times in 2023, up from 78 visits in 2022 and 72 visits in 2021. Although attendance has risen steadily, it remains below 2019, when members averaged 119 visits. Download the report at healthandfitness.org.
The Health & Fitness Association Releases 2024 State Advocacy Report
2024 Advocacy Report
At a recent Health & Fitness Association strategy meeting, the HFA staff reconfirmed its Mission to inform members and the broader industry about policy issues that affect them and the HFA advocacy team's efforts to prevent legislative harm to the industry. HFA's advocacy efforts have continued to grow since the world's last crisis because threats to the industry are omnipresent, and the future is unpredictable.
During the past year, HFA secured 48 state legislative wins, safeguarding businesses from costly regulatory burdens. Those efforts are detailed in the Association's 2024 State Advocacy Report: Empowering the Industry Through Strategic Engagement, which includes the issues being tracked, the reasons behind stances on each issue, and why wins continued to be racked for the industry.
The State of the States:
As much as 70% of HFA's advocacy focus is on protecting and promoting the industry at the State level. Because legislation is easier to introduce and pass on the State level and tends to stay under the radar, State Houses are the incubators of many policy ideas that eventually find their way to the U.S. Congress.
Here at the HFA, nothing stays under the radar. We're on it. While we continue to build a foundation in D.C. for a strong future of engagement and positioning of the industry, the State work is often how we impact the industry's bottom line.
In 2024, the HFA tracked more than 1,000 bills in 20 states and reviewed each to determine if these bills impacted the industry positively or negatively. Once we made that determination, we mobilized our grassroots supporters and directly engaged with lawmakers, sometimes with an HFA member(s) who owned a business in the region. In 2024, we met with more than 100 state lawmakers. In many of these meetings, HFA Manager of Government Affairs, Charles Regnante, represented the Association, but we also worked with State lobbyists and other industry allies to assist in our outreach.
The top issues we dealt with were (and likely will continue to be): auto-renew, click-to-cancel, price transparency, data privacy protections, cashless retail bans, sales tax on memberships and Liability waivers.
In our report, we explain why these issues are so important to the industry and the reasons we oppose these bills all-out or work with lawmakers to modify the legislation.
Stressing the Positive:
It's not always about tackling harmful legislation. Promoting policies and laws that increase safety, service and access to facilities and fitness services is also part of our advocacy mandate.
In 2024, the HFA supported legislation that addressed AED liability protections, fitness facility subsidies and tax credits for military personnel who are members of fitness facilities. In Pennsylvania, a bill we supported offered a $600 credit for National Guardsman, reservists and active military personnel to use at the fitness facility of their choice. The bill passed, and others are being proposed in more states.
The HFA is also proactive in the consumer protection space. Legislation that the HFA opposes may be well-intentioned, but once the practical realities on the ground are considered, these bills fall short and may actually harm the consumer. For instance, "click-to-cancel" may sound good in theory, but without considering how such a policy is carried out in today's complex digital processing world and other practicalities, these proposed laws end up not just harming businesses but also the customers they serve.
Next year, we will provide more resources and communications around proactive advocacy. We also plan to update state regulations for fitness facilities to ensure clarity, certainty and uniformity around the country in an effort to protect companies that expand across state lines and sometimes face unexpected burdens and costs.
Stay Informed and Involved:
Although the 2024 State Advocacy Report covers our U.S. advocacy efforts, the HFA is fully committed to its global advocacy mission. We know that the policies we address in U.S. statehouses will eventually or have already been introduced in other countries. That's why this report and virtually all of our advocacy work in the U.S. has relevance to our global members.
This brings up an important part of successful advocacy for any trade association. The HFA policy team can't do it alone. Our members must be involved and support our advocacy cause. At the HFA, we are fortunate to have so many of our members step up and play important roles in our advocacy efforts. The 15 industry leaders who make up the National Health & Fitness Alliance (NHFA), which is the HFA policy committee, are volunteers who lead the charge in updating language to better reflect current business practices and promote uniformity in states around the country.
In addition to these supporters, we also need our grassroots army to have our back. It's not just important for the HFA's advocacy work, but it also empowers everyday people to take power back. Engaging the system can seem daunting, but you do have a voice. Work with us, and we'll make it roar! Download the report at healthandfitness.org.
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Wow, HFA has been up to a lot! And, of course, getting that information out there is truly important to the success of the Association and our industry. So, we were happy to see the following New Hire:
The Health & Fitness Association Hires Communication Coordinator
The Health & Fitness Association has expanded its communication team with the hiring of Kelsi Steinkamp as its Communication Coordinator. Steinkamp joins the Association as a graduate of the University of Dayton, College of Arts & Sciences, where she earned a bachelor's degree in communication and public relations, with a minor in business administration.
During her time in university, she co-founded a student-run public relations firm, working with nonprofit and small business clients across sectors, from sports programming to agriculture. After graduating, she worked for Montgomery County Educational Service Center/Huber Heights City Schools, where she managed media relations and crisis communications, led a website redesign and produced a variety of communication materials.
"HFA has completed a year-long transition from good to great as we continue pursuing our mission to deliver advocacy, education and research for our members, supplier partners and the industry as a whole," said HFA President & CEO, Liz Clark. "Kelsi's addition to our team will help us expand our services, increase the cadence and type of projects we deliver and evolve to meet the needs of a dynamic and thriving industry."
In her role with HFA, she will take on communication responsibilities surrounding social media, marketing, content writing and media outreach. With a background in and passion for generating fresh communications that meet the unique needs of an audience, Steinkamp is a strong addition to the HFA's evolving communication team.
"HFA has a long-standing history of advocating for the health and wellness of folks around the world, and it's an honor to become part of that mission. I'm eager to work alongside a very talented and committed team to serve our members," said Steinkamp.
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Stay tuned folks, as 2025 looks to be a big year for The Health & Fitness Association, as well as the industry!!!
