BOSTON, June 4, 2025–Latin America is set to be the home of the next evolution of the wellness, fitness, and health industry thanks to a partnership between the Health & Fitness Association (HFA) and Maxwell Productions on Wellness & Fitness LATAM November 20-21, 2025.
Taking place in the vibrant, culture-rich city of Guadalajara, Mexico, Wellness & Fitness LATAM is an expo and education event that will be a key gathering point for top fitness industry leaders, business owners, operators, professionals, entrepreneurs, investors, and experts seeking to transform the industry from the inside out.
With this partnership, Wellness & Fitness LATAM positions itself as the new hub where innovation, connection, and business come together to grow the wellness industry across Latin America.
“We are pleased to have found a partner in Latin America who can be a resource for the health club and studio operators in this growing fitness market, and we look forward to this new collaboration,” said HFA Associate Vice President International Development and Operations Alison Giannaras.
More than just another expo, Wellness & Fitness LATAM is an event with a Latin soul, created to shape the future of wellness in this region and to be a strategic platform for those looking to enter the fast-growing Latin American market, as well as for regional brands seeking international expansion. The event offers unique opportunities for health club operators to learn from global leaders, form strategic alliances and explore the latest trends in wellness, health, and fitness.
Guadalajara will provide the perfect stage for the event with its strategic location in Mexico. It is a city with a rich business tradition, creative energy, a regional identity, and a global vision. It offers the necessary infrastructure, regional connectivity, and a vibrant community that makes it the ideal hub for the Latin American fitness industry as it expands and moves forward.
To be held at Expo Guadalajara, this year’s event will include 45 education sessions and is expected to host more than 5,000 attendees and more than 100 exhibiting companies.
“Wellness & Fitness LATAM launches in Guadalajara as the connection point for leaders, brands, and visionaries driving the transformation of the wellness and fitness industry across Latin America and beyond,” said Omar Pulido, CEO of Maxwell Productions.
The event provides a space to discover new brands, learn about emerging trends, establish strategic partnerships, and gain a deeper understanding of the Latin American market. It’s also a platform to showcase Latino entrepreneurial talent with global potential.
“We want Wellness & Fitness LATAM to be the starting point for a transformation,” Pulido said. “We aim to inspire more people to invest in wellness, strengthen our professionals, and position Latin America as a key player in the global conversation on health and fitness.”
About the Health & Fitness Association
The Health & Fitness Association, 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. Follow the Health & Fitness Association on Facebook, Instagram, LinkedIn, X and YouTube.
About Maxwell Productions
Maxwell Productions is a Mexican company with over 10 years of experience in organizing conferences, exhibitions, and specialized trade shows. Founded in 2015, it has driven the growth of hundreds of brands through high-impact events across various industries. Its team combines strategic vision, flawless execution, and deep knowledge of the Latin American market, which has positioned Maxwell as a reliable and solid reference in the sector. Today, it takes a further step toward internationalization with the launch of Wellness & Fitness LATAM in partnership with the Health & Fitness Association.
