HFA Interim President and CEO Calls for Collaboration, Advocacy at Fitness Brasil

Greta Wagner reiterated the importance of the 26-year relationship between HFA and Fitness Brasil in educating the industry.

In addition to speaking at Fitness Brasil, HFA Interim President and CEO Greta Wagner (right) also visited the expo with Fitness Brasil Executive Director Gustavo Almeida (center) to speak with attendees and exhibitors.

By Lia Palazzo, Manager of Public Affairs

Health & Fitness Association Interim President and CEO Greta Wagner called on fitness leaders to work together to strengthen the industry’s role in improving global health during an address on August 28 at Fitness Brasil in São Paulo.

The event, which HFA partners on, took place August 27-29 and featured 36,000 square meters of exhibition and experience space with seven plenary session tracks, including a management and business track.

Wagner touted the 26-year partnership between HFA and Fitness Brasil, which she said was an example of the collaboration needed to elevate the industry’s influence and ensure fitness has a stronger voice in conversations about physical activity and public health.

“No one organization, company or country can move this industry forward alone,” Wagner told attendees in a welcome presentation prior to the keynote address.

She urged the industry to expand its approach to advocacy beyond defending businesses against unfavorable policies and instead demonstrate how fitness can help governments and healthcare systems address chronic disease, mental health, healthy aging, physical inactivity and rising healthcare costs.

She encouraged industry leaders to think beyond traditional measures of success and recognize the growing role fitness facilities, professionals and businesses can play in improving population health.

“Our opportunity today is much bigger than simply selling more memberships,” Wagner said. “We are facing rising chronic disease, physical inactivity, obesity, mental health challenges and aging populations around the world.”

Wagner also emphasized the importance of human connection as AI, wearables, GLP-1 medications, and other innovations reshape health and fitness.

“The greatest product we offer is not a treadmill, a membership card or an app,” she said. “It is belonging.”

Wagner closed by encouraging Brazil’s fitness community to use its scale, innovation and strong sense of community to help lead the industry’s future globally. With more than 31,000 fitness facilities and nearly 8 million members, Brazil is the largest fitness market in Latin America.

She invited Brazil’s fitness community to continue the conversation at The HFA Show, March 10-12, 2027, in Las Vegas.