Luxury hotels are now creating personalized wellness ecosystems with recovery suites, performance programming, and biometric assessments that rival standalone fitness brands. Join executives and designers from top hotel groups as they reveal how wellness is reshaping luxury travel.

Competitive fitness is evolving from a niche hobby into a global spectacle, with packed Hyrox events and emerging fitness-race formats gaining momentum. Industry leaders will debate whether fitness can truly scale into a mass-participation mega-sport with Olympic potential.

Some of the most innovative growth in fitness isn’t happening in the U.S. From low-cost, high-volume gym models to community-driven formats and hybrid digital ecosystems, international markets are building businesses tailored to different consumer behaviors, economic realities, and cultural norms. As capital, brands, and operators increasingly look beyond borders, the question isn’t just expansion, it’s adaptation. This panel explores what the U.S. fitness industry can learn from global markets—and how international brands are scaling, localizing, and competing on a global stage.

Elite recovery tools once reserved for astronauts and pro athletes are now reaching gyms and homes, driven by advances in AI health tech and cutting-edge recovery chambers. Join leading sports doctors and wellness innovators as they explore whether the mainstream market is ready for this next-level performance optimization.

What was once considered a basic amenity is now becoming the centerpiece of modern residential development. As consumer expectations evolve, developers are rethinking how fitness, recovery, and wellness are integrated into the living experience. The discussion will examine how upscale residential projects are incorporating premium fitness offerings from boutique studios to full-service wellness clubs and what this shift means for the future of the category, from design, development and pricing.

As wellness and fitness brands look to scale, new paths outside of traditional funding sources have emerged. While startups and large names already have the access, smaller companies looking to grow are now seeing opportunity as well. From financing to private credit and revenue-backed models, a wave of alternative capital is reshaping trajectories. This panel explores the rise of alternative financing and other non-traditional structures, how operators are tapping into them, and what it means for ownership, control, and long-term returns in the fitness and franchising landscape.

This panel explores how inclusive marketing and judgment-free environments are helping brands reach broader, more diverse audiences. We’ll dive into the programming, branding, and community strategies that drive widespread adoption. From influencers and social media to billboards and local advertising, make sure you are pulling the levers that work. We all know intimidation remains one of fitness’s biggest barriers. This discussion also looks at how brands have marketed environments that prioritize approachability and inclusivity that invite everyone to feel welcome.

As the number of fitness and wellness modalities continues to expand and consumer demand rises operators are struggling to keep pace, not with members, but with staffing.The challenge: finding and retaining qualified instructors, as well as strong sales, marketing, and management talent to effectively run facilities. This panel will explore the evolving talent pipeline, what members want from their instructors, and how operators can find, recruit, train, and retain the people powering their businesses.

Longevity has moved from fringe biohacking into the mainstream, but recent scrutiny and negative headlines have raised questions about credibility and consumer trust. Top functional medicine doctors and longevity leaders will unpack how to separate evidence from hype and build durable businesses with scientific rigor.

Pilates is booming as the most-booked workout modality for the third year running, but can it continue as competition intensifies? Executives from the world’s top Pilates concepts come together for a candid conversation about how their brands will differentiate themselves in a highly crowded market.

What’s shaping consumer engagement in fitness and wellness today and how are leading brands evolving in response? In this session, Meta’s Kevin Tadmori will share a high-level view of the cultural and behavioral shifts influencing the category, from the rise of streng`th culture to the emergence of “quiet wellness” lifestyles. The session will also touch on the growing influence of younger consumers as part of a broader shift in how audiences discover, evaluate, and engage with the fitness and wellness industry.

Youth sports is becoming a gateway into the broader fitness, wellness, and performance economy. This panel explores how youth sports and fitness are converging, and more importantly, what you need to know to capitalize on the movement. From training facilities and sports academies to strength conditioning, recovery, and digital platforms, a new ecosystem is emerging around the young athlete. Operators, brands, and investors are all racing to capture this audience earlier—and keep them for life.

At a time when national focus on health, longevity and prevention is accelerating, the fitness industry is facing a defining moment. Consumer demand is rising. Awareness of physical activity’s impact is stronger than ever. Yet in policy and public perception, fitness still falls short of being recognized as essential. This conversation will discuss the disconnect between what the industry actually delivers and how it’s understood by policymakers, regulators and the public. Grounded in HFA’s strategic focus on advocacy and consumer confidence, the session will examine why fitness continues to be viewed as discretionary rather than essential, how the perception of our industry influences policy outcomes and the role of consumer trust in strengthening both public perception and regulatory confidence.

As strength training goes mainstream, the brands that built their identity around pumping iron are evolving fast. From precision-engineered machines to specialized training environments, serious innovation is happening at every level of the strength stack. The industry’s top equipment makers and strength-focused gym operators share how they’re maintaining credibility as the category scales, including innovations in design, performance and user experience that are meant to appeal to hardcore lifters and more casual gymgoers alike.

The at-home fitness market is entering a new phase, defined less by connected equipment and more by content, partnerships and distribution. As new brands, platforms and personalities enter the category, the question isn’t whether digital fitness survives, but how it evolves. 

The line between big-box gyms and boutique studios is starting to blur. From Pilates and small-group strength training to heated yoga and new  immersive class formats, operators are investing in elevated group fitness experiences to drive engagement, retention and revenue. Executives from top HVLP and mid-priced gym brands explore how they’re integrating boutique-style offerings into large-scale environments, what’s resonating with members, and how this shift is forcing operators to rethink how they design floor space, recruit instructors and market their value propositions to members.

When it comes to fitness and wellness franchising success, a strong parent brand is just the starting point. In today’s market, success in franchising depends on execution, capital discipline and the ability to scale across multiple concepts. Featuring area developers and master franchisees for some of the top concepts in fitness and wellness, this panel dives into the realities of operating at scale — from site selection and staffing to portfolio strategy — and explores how top franchisees are building durable businesses in an increasingly crowded landscape.

As fitness brands scale, legacy tech stacks are becoming a liability. From member apps to data infrastructure, operators are rethinking their digital foundations to keep pace with growth and rising expectations.

Top gym operators and fitness tech experts explore how they’re reimagining their digital strategies, what’s breaking in legacy systems and how a new approach to tech is unlocking faster innovation, better member experiences and more efficient growth.

Prevention doesn’t begin in the doctor’s office—it starts in the community. As chronic disease rises and healthcare costs soar, healthcare organizations are turning to trusted, community-based settings like YMCAs and health clubs to deliver outcomes-driven health solutions.

Leaders from the YMCA, the American Diabetes Association, and Welld Health discuss how strategic partnerships are strengthening clinic-to-community linkages, scaling evidence-based programs, and improving chronic disease prevention and management. The conversation

 spotlights how community-based collaboration fuels engagement, sustains behavior change, and delivers measurable health and wellness outcomes at scale.

Is the industry overlooking an underserved but affluent cohort? 

This panel will explore how fitness and wellness brands are evolving to attract a more experienced, discerning consumer, one that prioritizes quality, trust, and long-term value over quick wins. Industry leaders will discuss how messaging and customer engagement strategies are shifting to reflect changing preferences around lifestyle, purpose, and sustained performance. The catch: how to court this valuable client while not alienating other consumer segments? The conversation will examine what it takes to connect with an audience that’s often overlooked but absolutely crucial to a full-service offering.

What does it take to build a breakout performance apparel brand and recover when things don’t go as planned?

Rhone Founder & CEO Nate Checketts takes the stage for a candid 1-on-1 conversation on the company’s founding story, including early missteps and the key decisions that fueled its growth. We’ll dive into the mindset behind Rhone’s “12 Pursuits,” its foray into resale, explore new launches and partnerships, and unpack the lessons shaping its next chapter.

We’ll also take a closer look at a pivotal pre-COVID decision that nearly set the company back and in many ways helped fuel the rise of competing brands. Nate will share how the team navigated internal tension, challenged investor perspectives and ultimately trusted their instincts to chart their own path forward.

The days of fully integrated, one-size-fits-all software platforms are numbered. Today’s operators are demanding best-of-breed solutions that better align with evolving business objectives, member expectations, and operational needs. In this session, hear how leading fitness companies are rethinking their product roadmaps and technology strategies to adapt to this new paradigm. Panelists will discuss how APIs, integrations, and flexible tech ecosystems are enabling operators to enhance the member experience, improve staff productivity, and drive stronger bottom-line performance.

For the world’s top hotels, fitness and wellness is no longer an afterthought. Today’s luxury properties are designing immersive, personalized wellness ecosystems that rival standalone fitness and spa brands. From bespoke recovery suites to performance-driven programming and biometric assessments, hospitality leaders are investing heavily in health as a core pillar of the guest experience. Executives and designers from top hotel groups discuss how wellness is reshaping luxury travel, and what fitness operators can learn from hospitality’s new gold standard.

As wellness and fitness brands look to scale, new paths outside of traditional funding sources have emerged. While startups and large names already have the access, smaller companies looking to grow are now seeing opportunity as well. From financing to private credit and revenue-backed models, a wave of alternative capital is reshaping trajectories.

This panel explores the rise of alternative financing and other non-traditional structures, how operators are tapping into them, and what it means for ownership, control, and long-term returns in the fitness and franchising landscape.

At a time when national focus on health, longevity and prevention is accelerating, the fitness industry is facing a defining moment. Consumer demand is rising. Awareness of physical activity’s impact is stronger than ever. Yet in policy and public perception, fitness still falls short of being recognized as essential.

In this featured conversation, ATN founder and CEO Edward Hertzman moderates a discussion with leadership from the Health & Fitness Association on the disconnect between what the industry actually delivers and how it’s understood by policymakers, regulators and the public.

Grounded in HFA’s strategic focus on advocacy and consumer confidence, the discussion will examine why fitness continues to be viewed as discretionary rather than essential, how the perception of our industry influences policy outcomes and the role of consumer trust in strengthening both public perception and regulatory confidence.

As the number of fitness and wellness modalities continues to expand and consumer demand rises operators are struggling to keep pace, not with members, but with staffing.The challenge: finding and retaining qualified instructors, as well as strong sales, marketing, and management talent to effectively run facilities. This panel will explore the evolving talent pipeline, what members want from their instructors, and how operators can find, recruit, train, and retain the people powering their businesses.

Wellness is no longer confined to dedicated spaces. It’s becoming embedded into entertainment, travel, recreation and everyday life. This conversation brings together the companies powering and operating some of the industry’s most ambitious concepts to discuss how they’re meeting consumers beyond traditional hospitality environments. From Therme Group’s large-scale immersive wellness destinations to OneSpaWorld’s global cruise and travel operations and Proper Hotels’ lifestyle-driven hospitality approach, the panel will explore the operational, experiential, and cultural shifts driving wellness into new spaces, new audiences, and entirely new formats all in an effort to meet the consumer where they are.

Alfredo Bataller, founder of SHA Wellness Clinic and AB Living Group, sits down for an intimate converation that explores how wellness is transforming the future of hospitality and residential development. From destination resorts to thoughtfully designed homes that prioritize longevity, recovery, movement and mental well-being, Bataller has helped pioneer a new category of lifestyle-driven real estate. The conversation will examine how consumer demand for healthier living is reshaping luxury properties, community design, and travel experiences and what the next generation of wellness-focused spaces will look like across the globe.

GLP-1 weight-loss drugs are reshaping the world, and fitness is finally getting on board. What was once seen as a threat is quickly becoming a new business opportunity, as operators, platforms and tech providers move to integrate GLP-1 support into their offerings.

Executives from leading fitness operators, software providers and telehealth platforms share how they’re building GLP-1 into their models, from in-club services to digital integrations, and what it means for the future of member acquisition, retention and the push to make fitness a part of preventive healthcare

As high-value, low-price (HVLP) chains expand at a rapid pace and luxury operators double down on experience, mid-priced gyms are feeling the squeeze. But is the segment truly in decline — or ready for reinvention?

Executives from the world’s biggest mid-market operators discuss how their brands are adapting pricing, programming and positioning to differentiate themselves in an increasingly crowded fitness market, including leveraging natural competitive advantages like premium wellness and recovery offerings, elevated group fitness classes and less-crowded physical spaces.

As fitness brands scale, legacy tech stacks are becoming a liability. From member apps to data infrastructure, operators are rethinking their digital foundations to keep pace with growth and rising expectations.

Top gym operators and fitness tech experts explore how they’re reimagining their digital strategies, what’s breaking in legacy systems and how a new approach to tech is unlocking faster innovation, better member experiences and more efficient growth.

Recovery has quickly gone from niche amenity to a mainstream expectation inside gyms, clubs and wellness facilities at all price points. As modalities like saunas, cold plunges and massage guns become table stakes, operators are racing to differentiate themselves with more immersive experiences, smarter technology and premium offerings that consumers will pay for.

Leaders from the world’s top club operators and recovery companies explore the latest in cutting-edge recovery tech, how top operators are integrating and monetizing these tools inside their facilities and what the next frontier of innovation might look like.

As strength training goes mainstream, the brands that built their identity around pumping iron are evolving fast. From precision-engineered machines to specialized training environments, serious innovation is happening at every level of the strength stack.

The industry’s top equipment makers and strength-focused gym operators share how they’re maintaining credibility as the category scales, including innovations in design, performance and user experience that are meant to appeal to hardcore lifters and more casual gymgoers alike.

Data is everywhere all at once. But turning information into meaningful insight is the real challenge.

Leaders from Wellhub, FitGrid and 4Global will explore how their companies collect, interpret and activate data to drive engagement, improve outcomes, prepare and shape smarter business decisions. From member behavior and community trends to performance analytics and predictive insights, this conversation will examine how the industry is moving beyond raw metrics toward a more intelligent, connected understanding of consumer behavior.

Some of the most innovative growth in fitness isn’t happening in the U.S.

From low-cost, high-volume gym models to community-driven formats and hybrid digital ecosystems, international markets are building businesses tailored to different consumer behaviors, economic realities, and cultural norms.

As capital, brands, and operators increasingly look beyond borders, the question isn’t just expansion—it’s adaptation.

This panel explores what the U.S. fitness industry can learn from global markets—and how international brands are scaling, localizing, and competing on a global stage.

Pilates is booming, earning its spot as the most-booked workout modality for the third consecutive year as brands open new studios at breakneck speed across the U.S. and internationally. But can the Pilates boom continue? And as competition heats up, who will emerge as winners in the years ahead? What comes next for the losers?

Executives from the world’s top Pilates concepts  — Club Pilates, [solidcore], Pilates Addiction and JetSet Pilates — come together for a candid conversation on where the modality is headed next, and how their brands are strategizing to dominate the next era of boutique fitness.

Two of the industry’s biggest tech players — Playlist and EGYM — have joined forces in a $7.5 billion merger aimed at reshaping how fitness and wellness are delivered at scale. Backed by $785 million in fresh capital and investors including L Catterton, the newly combined company is betting big on AI, global distribution, and both connected software and hardware.

Playlist CEO Fritz Lanman, EGYM CEO Philipp Roesch-Schlanderer and L Catterton managing partner Marc Magliacano take the Innovation Summit stage to bring us inside the deal and outline their vision for the future of fitness and wellness.

From longevity and precision recovery to biohacking, AI-powered health tools, and next-generation performance science, wellness is entering a new era. This panel brings together innovators exploring the cutting edge of human optimization and holistic health. This conversation will dive into the technologies, trends, and scientific advancements redefining how we train, recover, age, and live. Attendees will gain insight into the future of wellness and the ideas shaping the next decade of endless possibilities.

Capital continues to flow into fitness and wellness, but the investment landscape is becoming more selective, strategic and complex. From AI and longevity to HVLP gyms and recovery, investors are placing bigger bets on the sectors they believe will define the industry’s next chapter.

Leaders from the world's top investment banks and private equity firms break down the current state of investing in fitness and wellness, where valuations and deal activity are heading, and what operators and founders need to understand in today’s market.

When it comes to fitness and wellness franchising success, a strong parent brand is just the starting point. In today’s market, success in franchising depends on execution, capital discipline and the ability to scale across multiple concepts.

Featuring area developers and master franchisees for some of the top concepts in fitness and wellness, this panel dives into the realities of operating at scale — from site selection and staffing to portfolio strategy — and explores how top franchisees are building durable businesses in an increasingly crowded landscape.

What was once considered a basic amenity is now becoming the centerpiece of modern residential development. As consumer expectations evolve, developers are rethinking how fitness, recovery, and wellness are integrated into the living experience.

The discussion will examine how upscale residential projects are incorporating premium fitness offerings from boutique studios to full-service wellness clubs and what this shift means for the future of the category, from design, development and pricing.

This isn’t just about adding fitness or recovery into residential spaces it’s about creating a fully integrated way of living.

If you are preparing your company for sale or seeking to raise capital, this is a "cannot miss" presentation hosted by Pete Moore, Founder and Managing Partner at Integrity Square ("ISQ"), the leading NYC-based Mergers & Acquisitions firm serving the Health, Active Lifestyle & Outdoors ("HALO") sector in North America.  At this session, the ISQ 2026 HALO Sector Initiating Coverage Report will be released. 

Prevention doesn’t begin in the doctor’s office—it starts in the community. As chronic disease rises and healthcare costs soar, healthcare organizations are turning to trusted, community-based settings like YMCAs and health clubs to deliver outcomes-driven health solutions.

Leaders from the YMCA, the American Diabetes Association, and Welld Health discuss how strategic partnerships are strengthening clinic-to-community linkages, scaling evidence-based programs, and improving chronic disease prevention and management. The conversation spotlights how community-based collaboration fuels engagement, sustains behavior change, and delivers measurable health and wellness outcomes at scale.

Fitness marketing is getting more competitive — and more expensive. As consumers are bombarded with wellness brands across every platform, operators are rethinking how they acquire members, build loyalty and stay culturally relevant.

Marketing leaders from the industry’s top boutique fitness and wellness brands join fitness marketing platform AXLE to discuss what’s actually working today, from automation and personalization to community-building and retention strategies, and how brands are adapting as the customer journey continues to evolve.

Is the industry overlooking an underserved but affluent cohort? 

This panel will explore how fitness and wellness brands are evolving to attract a more experienced, discerning consumer, one that prioritizes quality, trust, and long-term value over quick wins. Industry leaders will discuss how messaging and customer engagement strategies are shifting to reflect changing preferences around lifestyle, purpose, and sustained performance. The catch: how to court this valuable client while not alienating other consumer segments? The conversation will examine what it takes to connect with an audience that’s often overlooked but absolutely crucial to a full-service offering.

The line between big-box gyms and boutique studios is starting to blur. From Pilates and small-group strength training to heated yoga and new  immersive class formats, operators are investing in elevated group fitness experiences to drive engagement, retention and revenue.

Executives from top HVLP and mid-priced gym brands explore how they’re integrating boutique-style offerings into large-scale environments, what’s resonating with members, and how this shift is forcing operators to rethink how they design floor space, recruit instructors and market their value propositions to members.

In today’s fitness and wellness landscape, growth isn’t just about locations, sales numbers or   head count — it’s about relevance. Partnerships with the right brands, platforms and communities can elevate a brand into a cultural force.

Executives from three brands who’ve put this theory into practice share how they’re using  partnerships to build brand affinity, tap into new consumer bases and expand their market share in an increasingly crowded market.

AI is quickly moving from concept to reality as leading gym and studio operators, direct-to-consumer apps and software providers begin implementing artificial intelligence across their businesses — from in-app coaching to personalization, marketing and operations.

Leaders from top fitness brands and app developers break down how AI is being deployed today, where it’s delivering real value and where it still falls short. As adoption accelerates, they explore what this shift means for personal trainers, operators and the future of the fitness experience.

Longevity has quickly become one of the most talked-about trends in fitness and wellness. How much of it is real, and how much is hype, however, remains to be seen.

This panel brings together leading experts to separate science from speculation and unpack what longevity actually means for consumers and businesses alike. From recovery and performance optimization to preventative health and aging well, panelists will explore the innovations driving the space and the misconceptions holding it back. More importantly, they’ll dive into how fitness and wellness brands can authentically tap into the longevity movement, build credible offerings, and create sustainable revenue streams in a rapidly evolving market.

Longevity has moved from fringe biohacking forums into the mainstream, fueled by supplements, peptides and high-tech diagnostics. But recent scrutiny, regulatory pressure and negative headlines have raised questions about credibility and consumer trust. Where does the movement go from here? Top functional medicine doctors and longevity leaders unpack how to separate evidence from hype, and how brands can blend scientific rigor with compelling storytelling to build durable businesses.

From packed Hyrox events to emerging fitness-race formats, competitive fitness is evolving from a niche hobby into a global spectacle. But can “fitness” truly scale into a mass-participation mega-sport — even one day earning Olympic status? Executives from leading fitness-competition brands debate what it will take to standardize formats, attract sponsors, secure media rights and build fan bases that rival traditional sports.

Youth sports is becoming a gateway into the broader fitness, wellness, and performance economy.

This panel explores how youth sports and fitness are converging, and more importantly, what you need to know to capitalize on the movement.

From training facilities and sports academies to strength conditioning, recovery, and digital platforms, a new ecosystem is emerging around the young athlete. Operators, brands, and investors are all racing to capture this audience earlier—and keep them for life.

Steffie Bryant explores what is already possible with agentic AI today, and why the next 12 months present a significant opportunity for fitness operators to reshape how their businesses operate and how their teams create value. She will examine how AI agents are moving beyond basic automation to bring greater intelligence, insight, and adaptability across sales, retention, service, staffing, operations, and member experience. As this shift accelerates, the workforce will evolve too, enabling people to spend less time on repetitive tasks and more time on the work that drives performance: building relationships, leading teams, improving the member experience, and making better decisions. Steffie will dive into the real opportunity being not simply to deploy AI agents, but to build an agentic workforce where human capability and AI intelligence combine, continuously learning from the business and creating compounding value over time.

This panel explores how inclusive marketing and judgment-free environments are helping brands reach broader, more diverse audiences. We’ll dive into the programming, branding, and community strategies that drive widespread adoption. From influencers and social media to billboards and local advertising, make sure you are pulling the levers that work.

We all know intimidation remains one of fitness’s biggest barriers. This discussion also looks at how brands have marketed environments that prioritize approachability and inclusivity that invite everyone to feel welcome.

Advise, connect, & empower fast-growing companies, entrepreneurs, executives, and capital partners in the $8T Health, Active Lifestyle & Outdoors (“HALO”) sector. We intend to solve Obesity, Diabetes, & Loneliness. Integrity is our guiding principle. Trusted bankers, advisors, and financial analysts with 25+ years’ experience closing M&A deals, raising capital, and advising companies with $3+ million of EBITDA, with a focus on: M&A advisory • Capital Raises • Company Valuations • Strategic Planning.

What’s shaping consumer engagement in fitness and wellness today and how are leading brands evolving in response? In this session, Meta’s Kevin Tadmori will share a high-level view of the cultural and behavioral shifts influencing the category, from the rise of strength culture to the emergence of “quiet wellness” lifestyles.

Grounded in trends and broader industry patterns, this conversation will explore how brands are rethinking their approach without relying on granular user data. Attendees will gain perspective on how content strategies are evolving, what’s resonating across digital channels, and how marketers are adapting to a more complex and competitive landscape.

The session will also touch on the growing influence of younger consumers as part of a broader shift in how audiences discover, evaluate, and engage with the fitness and wellness industry.

In hospitality, every touchpoint matters. From a warm welcome, to status checks and knowing your clientele on a first-name basis. This panel brings together some of the biggest names in business that have raised service to an art form and literally written the books that lay out how you can differentiate yourself from the competition.

Find out why a high-level hospitality experiences require a 360-degree approach, where the little things matter more than you think and the big things are game-changers.

Elite recovery tools were once reserved for astronauts and elite athletes. Now, protocols pioneered by NASA scientists and professional sports-performance teams are finding their way into gyms, studios and even consumers’ homes. From cutting-edge recovery chambers to AI-powered health tech, the performance frontier is expanding rapidly. Leading sports doctors and wellness-tech innovators explore how elite recovery science is being democratized, and whether the mainstream market is ready for next-level optimization.

How do you build a brand that stands the test of time without chasing trends? This conversation explores the power of clear positioning, authentic community-building and staying true to your identity in an increasingly crowded wellness and fitness landscape.

The discussion will dive into how brands create emotional connection beyond product benefits, foster loyalty through real-world experiences and cultivate communities that become their strongest advocates. Speakers will share how authenticity, consistency and a strong point of view can drive long-term relevance.

The panel will also examine how brands evolve with the culture and consumer behavior without losing their core identity: knowing when to adapt, when to expand offerings, and when to ignore the noise entirely. At its core, the conversation is about the value of building trust over time and creating brands people genuinely admire.