New findings on global fitness markets, member retention, GLP-1s and exercise, and the UK fitness sector underscored the industry’s growing focus on data, collaboration, and its role in health.

Washington, DC–September 28, 2026–New research examining some of the most consequential issues facing the global health and fitness industry took center stage at the 2026 HFA European Congress, held September 24–26 at London Stadium in Queen Elizabeth Olympic Park.

Presented in partnership with ukactive and hosted locally by EVOLVE founder David Minton, the Congress brought fitness industry executives, researchers, and healthcare leaders to London for two days of education and networking, followed by a third day of optional tours of health clubs in Canary Wharf and London City.

Research was a major focus of this year’s program, with new data and analysis examining the global fitness market, member retention, GLP-1 medications and exercise, and developments within the UK fitness sector.

Among the research featured at the Congress:

• The 2026 HFA Global Report provided new data and analysis on more than 30 commercial fitness markets worldwide, examining facility counts, membership, revenue, penetration rates, consumer trends, and industry outlooks.
• HFA’s forthcoming Global Retention Benchmark Report, developed with retention expert Dr. Paul Bedford of Retention Guru, offered an early look at findings from one of the industry’s most comprehensive studies of member retention. The research examines the operational, behavioral, and member journey factors associated with long-term retention and membership lifetime value.
• HFA research on GLP-1s and exercise examined the health and economic impact of combining GLP-1 treatment with structured exercise as fitness, healthcare, and obesity experts explored a more integrated approach to obesity care.
• Insights into the UK fitness market, presented by ukactive and EVOLVE, examined market trends, consumer behavior, and policy developments shaping one of the world’s most established fitness markets.

“Research gives our industry the evidence it needs to make better decisions, demonstrate its impact, and strengthen its role in health and well-being,” said Greta Wagner, interim president and CEO of the Health & Fitness Association. “Bringing this new data together in London gave industry leaders an opportunity not only to understand where the fitness sector stands today, but also to discuss what the findings mean for where we go next.”

The research discussions were part of a broader Congress program examining the forces reshaping the fitness industry, including artificial intelligence, healthcare integration, investment, leadership, professional standards, women’s health, and global market growth.

Keepme.ai Founder and CEO Ian Mullane delivered a keynote examining the growing role of AI in the fitness industry and how automation can create more opportunities for employees to engage directly with members. Two-time Olympic triathlon champion, entrepreneur, and investor Alistair Brownlee also took the stage to share perspectives on leadership, adaptability, performance, and navigating change.

The Congress also featured discussions with leading European fitness operators and industry executives, the inaugural Women’s Networking Summit in conjunction with The Collective, and the Sponsor Marketplace, which connected operators with suppliers and solution providers from across the industry.

On September 26, Congress participants had the opportunity to visit health clubs in Canary Wharf and London City as part of the event’s popular optional club tours.

“The European Congress is ultimately about bringing different perspectives together,” Wagner said. “The challenges and opportunities facing our industry increasingly cross borders—from technology and workforce development to healthcare and consumer expectations. Creating a place where leaders can share research, experiences, and ideas helps move those conversations forward globally.”

HFA thanks the sponsors of the 2026 event: Keepme.ai, Matrix, Wellhub, Kisi, Shua, Urban Sports Club, Balanced Body, Gantner, TaylorMadeDesigns, The Independent Pharmacy.co.uk, Geometrik, ISSA, Les Mills, Myzone, NASM, PerfectGym, True, and VTAP by dot origin.

About the Health & Fitness Association

The Health & Fitness Association (formerly IHRSA), a global community of industry leaders, is the only worldwide trade association providing a unified voice for the community of leaders who operate health and fitness facilities, offer professional guidance on physical activity, and provide the tools and equipment to do so to the millions of fitness facility members who understand that exercise improves their physical and mental health. Through advocacy, education, and research, the association speaks to opportunities, challenges, and changes that are moving the industry into a new era.

Founded in 1981, the association publishes a monthly magazine, Health & Fitness Business, and operates The HFA Show, the HFA European Congress, and the Fly-In and Advocacy Summit. The association also partners on events around the world, including Fitness Brasil, ChinaFit, Wellness & Fitness LATAM, SPORTEC Japan, and SPORTEC Thailand, Follow the Health & Fitness Association on Facebook, Instagram, LinkedIn, X and YouTube.