A new partnership between the Health & Fitness Association (HFA) and Maxwell Productions is positioning Mexico to lead the next wave of growth in the Latin American wellness and fitness industry. The partners are launching Wellness & Fitness LATAM, scheduled for November 20–21, 2025, at Expo Guadalajara in Guadalajara, Mexico.
Health & Fitness Association Teams With Maxwell Productions to Launch B2B Fitness Event in Mexico
The event positions Mexico as the epicenter of wellness and fitness innovation in Latin America.
More than 100 exhibitors are anticipated at the Wellness & Fitness LATAM event November 20-21 in Guadalajara, Mexico.
This partnership marks a strategic move to expand innovation and knowledge for fitness industry professionals in one of the world’s fastest-growing markets.
Designed with both an expo and 45 education sessions, Wellness & Fitness LATAM will serve as the nexus for top fitness leaders, business owners, professionals, investors, and entrepreneurs looking to expand into the region or looking to grow the Latin American market.
"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," said HFA President and CEO Liz Clark. "We look forward to this new collaboration."
The collaboration positions Wellness & Fitness LATAM not just as another industry gathering but as a vibrant, mission-driven event rooted in the entrepreneurial spirit of Latin America. The organizers expect more than 5,000 attendees and over 100 exhibiting companies.
HFA board member and ClubFitness Greensboro CEO Maria Gonzalez (center) attended the ExpoSport event put on by Maxwell Productions last year. She is pictured here with (left to right): Julian Rud, consultant and speaker; Rafa Martos, CEO of Trainingym; Oscar Torres Méndez, director of Sports City University; and Omar Pulido, CEO of Maxwell Productions.
“Wellness & Fitness LATAM launches in Guadalajara as the connection point for leaders, brands, and visionaries driving the transformation of wellness and fitness across Latin America and beyond,” said Omar Pulido, CEO of Maxwell Productions.
With Guadalajara's dynamic blend of infrastructure, creative culture, and international accessibility, the city is the ideal stage for what’s next in global wellness, Pulido said. Attendees will discover emerging trends, connect with thought leaders, and explore new partnerships.
“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.”
Health and fitness operators from around Latin America—and those outside of the region interested in opportunities in this market—can register for the event now.
Pamela Kufahl is HFA's senior director of communication. She is responsible for driving social media content, producing member and industry-facing resources, such as the Global Report and U.S. Health & Fitness Consumer Report, and creating tools to help promote the industry domestically and to international media, NGOs, and policy organizations. When Pamela isn't in the office, she enjoys exercising, visiting museums, going to the theater and movies, and fostering puppies.