Clark calls for greater industry unity and engagement as global influence and expectations grow

San Diego, CA–March 16, 2026– The health and fitness industry has entered the “big leagues,” and with that momentum comes greater responsibility and a need for stronger alignment across the sector, Liz Clark, president and CEO of the Health & Fitness Association (HFA), told attendees today during her President’s Address at the 45th Annual HFA Show.

The annual event has welcomed more than 10,000 attendees and 380 exhibitors across an expanded show floor that added 20,000 square feet to accommodate industry growth. More than 150 speakers are delivering business-focused education throughout the three-day event.

Speaking under this year’s theme, Stronger Together: Uniting the Industry to Advance Global Health, Clark reflected on how the industry has evolved in the five years since facilities were labeled non-essential during the pandemic and emphasized that the sector’s growing visibility is creating new expectations for leadership and coordination.

“We’re in the big leagues now,” Clark said. “Healthcare systems see us. Investors see us. Governments see us. And our customers expect more from us.”

Clark said the industry’s rising profile is rooted in measurable impact. Preventive health is increasingly central to conversations about chronic disease prevention, mental health, workforce productivity, and healthcare sustainability. As the industry gains credibility in healthcare, policy, and investment circles, she said, its continued progress will depend on deeper collaboration across operators, suppliers, and global partners.

Over the past year, HFA expanded its advocacy efforts at the state, federal, and global levels. Clark highlighted the association’s successful efforts to oppose proposed sales taxes on fitness services, increased engagement with lawmakers through its Advocacy Summit and Fly-In in Washington, DC, and strengthened coordination with international federation partners to align strategy across markets.

Clark also underscored HFA’s expanded research initiatives, including new benchmarking tools and key performance indicators designed to help operators measure growth, retention, affordability, and long-term sustainability. She pointed to global research demonstrating that when governments incentivize physical activity, the economic and public health returns are measurable and significant.

In addition, Clark previewed new research examining the intersection of weight-loss medications and physical activity, reinforcing the industry’s role in delivering sustainable health outcomes.

“For too long, fitness played defense,” Clark said. “That approach is no longer enough. Big leagues demand big leadership.”

Clark closed by urging more leaders across the industry to deepen their engagement with the association as members, advocates, and global partners, saying that the industry’s growing influence will depend on greater participation and coordination across the sector.

“HFA is answering the bell,” she said. “And this industry is stronger together.”

The HFA Show continues through March 18 at the San Diego Convention Center.

To learn more about The HFA Show 2026, go to healthandfitness.org/show.

Acerca de la Asociación de Salud y Forma Física

La Health & Fitness Association (antes IHRSA), una comunidad global de líderes del sector, es la única asociación comercial mundial que proporciona una voz unificada a la comunidad de líderes que gestionan instalaciones de salud y fitness, ofrecen orientación profesional sobre la actividad física y proporcionan las herramientas y el equipamiento para hacerlo a los millones de miembros de las instalaciones de fitness que entienden que el ejercicio mejora su salud física y mental.

A través de la defensa, la educación y la investigación, la asociación aborda las oportunidades, los retos y los cambios que están llevando al sector a una nueva 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, MEFIT Summit and Wellness & Fitness LATAM. Follow the Health & Fitness Association on Facebook, Instagram, LinkedIn, X and YouTube.