Maria Gonzalez offered highlights of the 2025 HFA Global Report during the event.
HFA Participates in Wellness & Fitness LATAM to Elevate Fitness Across Mexico
From market insights to female leadership, HFA’s presence at the event underscores its commitment to shaping the future of fitness.
Health & Fitness Association President and CEO Liz Clark, together with Board Member Maria Gonzalez, presented at the Wellness & Fitness LATAM event. This marked the first time the HFA partnered with Maxwell Productions on the gathering, which took place November 20–21 in Guadalajara, Mexico.
“Wellness & Fitness LATAM was a vibrant event that highlighted Mexico’s growth potential,” says Clark. “Our partnership on the event gives HFA a tremendous opportunity to help strengthen the fitness ecosystem in Mexico and across Latin America.”
Clark spoke about the work of HFA, the association’s collaboration with national federations, its increased research output, and the potential of the Mexican and broader Latin American market. Gonzalez, who is also CEO of Club Fitness Greensboro, offered insights from the 2025 HFA Global Report and the 2024 LATAM Consumer Survey, with a focus on the performance and behaviors shaping the industry in Latin American countries.
“The response to the insights from the 2025 HFA Global Report and the 2024 LATAM Consumer Survey was energizing. The passion and engagement from leaders across the region reaffirmed the extraordinary opportunity ahead. Latin America is ready to innovate, grow, and lead—and the conversations in Guadalajara made that clear,” Gonzalez says.
Liz Clark (right) is interviewed by radio and tv host Lorena Saavedra (left) during the event's SuperWomen Leadership program.
The two also participated in the SuperWomen Leadership program, one of the most well-received components of the event. The program included roundtable discussions, an on-stage interview in which Gonzalez interviewed Clark about her leadership journey, and a panel featuring female leaders from across the region. These conversations highlighted the importance of elevating women’s voices and leadership pathways within the fitness and wellness industry.
“I was honored to speak about my journey as a woman in a leadership role within the industry,” Clark says. “My hope is that the experiences I shared will inspire other women to seek out and embrace opportunities to become leaders.”
Other topics of discussion at the event—which spanned three lecture halls, four workshop rooms, and a trade show—included how to become an expert in AI and technology, leading resilient and profitable clubs, best wellness practices, navigating your career, the role of leadership in professional growth, biohacking, member experience design, and strategies for expansion and growth in the fitness industry.
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.