HFA European Congress to Examine the Forces Reshaping the Fitness Industry

Fitness industry executives from around the world will gather in London to examine AI, retention, women’s health, healthcare integration and growth—and get an early look at new UK and global fitness industry research.

London Stadium, site of the 2012 Olympic Games in London, will host the 2026 European Congress September 24-26.

By Lia Palazzo, Manager of Public Affairs

Artificial intelligence, GLP-1s, retention, women’s health and the fitness industry’s growing connection to healthcare are among the issues industry leaders will examine when they gather in London September 24–26 for the 2026 HFA European Congress. 

Held at London Stadium in Queen Elizabeth Olympic Park, the Congress will bring together more than 40 speakers and executives from across Europe and beyond, alongside the release and preview of new research on the UK and global fitness markets, retention, and the role of exercise in obesity care. 

This year’s Congress marks the first presented in partnership with ukactive, alongside EVOLVE and its founder David Minton, lending a strong UK perspective to an event that will also feature leaders and ideas from across Europe and around the world.

Research will be a major focus of the event. Attendees will get an early look at new industry data, beginning with a UK Market Spotlight developed with ukactive and EVOLVE examining market trends, consumer insights, policy developments and the role of physical activity in physical and mental health. HFA will also release the 2026 HFA Global Report, share new research on GLP-1s, exercise and obesity care, and preview findings from the forthcoming Global Retention Benchmark Report.

A major addition to this year’s event is the Women’s Networking Summit, hosted in conjunction with The Collective. Designed to go beyond traditional networking, participants will work through real-world situations involving difficult conversations and high-stakes negotiations while building relationships with women from across the industry.

Women’s health will also feature in the broader Congress program. Baz Moffat, CEO and co-founder of The Well HQ, will take part in a session examining women’s health across the lifespan and how operators can better serve women through programming, training, nutrition, recovery and other parts of the member experience.

The Congress will feature keynote presentations from Keepme Founder and CEO Ian Mullane and two-time Olympic triathlon champion Alistair Brownlee. Mullane will explore how AI agents are already changing club operations, while Brownlee will bring lessons from elite sport, entrepreneurship and investing to a conversation about leadership, adaptability and the future of the industry.

Ahead of his keynote, Brownlee joined HFA Chief of Staff Mike Goscinski on the HFA Pod to discuss his transition from Olympic competition to entrepreneurship and investing, the opportunities he sees across health and fitness, and the industry’s potential to remove barriers to more active lives. A second podcast episode features Mullane and ukactive Chair David Stalker discussing the issues expected to shape conversations in London.

Other sessions will bring together leaders from organizations including David Lloyd Leisure, Third Space Group, Urban Gym Group, Total Fitness, Fitness First, Lift Brands and Everyone Active. Topics will range from building brands that create community and loyalty to cross-border acquisitions, investment and organizational growth.

Networking will continue beyond the education sessions through the Opening Reception and Sponsor Marketplace. On September 26, attendees can also choose from two optional club tours featuring leading London clubs and studios, giving operators a firsthand look at new ideas they can bring back to their own businesses.

Learn more about the 2026 HFA European Congress here and register to attend here.