Industry leaders in artificial intelligence, innovation, and performance will headline the premier gathering of fitness executives in London.

Washington, DC–July 31, 2026–The Health & Fitness Association (HFA) today announced Ian Mullane, founder and CEO of Keepme, and Alistair Brownlee, double Olympic triathlon champion and entrepreneur, as keynote speakers for the 2026 HFA European Congress, taking place September 24–26 at London Stadium in Queen Elizabeth Olympic Park.

The two keynote presentations will explore some of the most significant forces shaping the future of the fitness industry, from artificial intelligence and digital transformation to performance, participation, and innovation, guiding the industry to work together under One Vision. One Voice., the theme of this year’s Congress.

Mullane will deliver a keynote presentation on September 24 focused on the transformative potential of artificial intelligence in the fitness industry. His keynote is sponsored by Keepme.

The fitness industry stands at a turning point, and AI is at its center. As founder and CEO of Keepme, Mullane is widely recognized as one of the fitness industry’s leading voices on artificial intelligence. Drawing on his experience as a successful entrepreneur, former gym owner, and FinTech executive, he will explore how AI is reshaping operations, enhancing member experiences, and creating new opportunities for growth. Through practical insights and real-world examples, attendees will gain a roadmap for embracing AI with confidence and positioning their organizations for long-term success.

Mullane founded Keepme to help fitness operators harness artificial intelligence to improve sales, marketing, and member engagement. In addition to leading one of the industry’s most innovative technology companies, he serves on the board of GymNation, one of the Middle East’s fastest-growing fitness brands, and on the Board of Trustees for Activity Alliance, the United Kingdom’s national charity championing inclusion in sport and physical activity. He is a sought-after keynote speaker and published thought leader on AI, innovation, and the future of fitness.

Brownlee will take the stage on September 25 to share lessons from elite sport, entrepreneurship, and the future of health and well-being.

As a double Olympic champion, founder of sports nutrition brand truefuels, investor in the well-being sector, and advocate for youth participation in sport, Brownlee possesses a rare combination of athletic achievement and business insight. His keynote will explore how innovation, data, and community engagement can strengthen member experiences, increase participation in physical activity, and help fitness businesses build more resilient organizations.

Brownlee is the only athlete to win two Olympic gold medals in the individual triathlon event and has also won two World Championships, two Commonwealth medals, and four European titles. Beyond sport, he serves as an associate partner at Redrice Ventures, leads research at health data company Terra, and co-founded the Brownlee Foundation alongside his brother, Jonny Brownlee, to inspire children from all backgrounds to participate in sport.

“The future of fitness will be shaped by leaders who can embrace innovation while keeping people at the center of the experience,” said Health & Fitness Association Interim President and CEO Greta Wagner. “Ian Mullane and Alistair Brownlee exemplify that balance. Both have built their careers in the United Kingdom while making a global impact through technology, performance, entrepreneurship, and community engagement. Their keynotes will challenge attendees to think differently about how they lead, grow, and create lasting value in an evolving marketplace.”

The 2026 HFA European Congress will bring together senior executives, operators, suppliers, investors, and industry partners from more than 35 countries to hear from more than 40 innovators from within the industry and peripheral industries. The conference will take place September 24–25 and includes a Sponsor Marketplace for conversations with top suppliers who support the education and advancement of the industry. On September 26, exclusive club and studio tours across London are offered as an add-on to registration.

Presented in partnership with ukactive and hosted locally by David Minton, founder of Evolve (formerly Leisure DB), the Congress serves as the fitness industry’s premier European event, offering attendees insights into emerging trends, business opportunities, and the future of health and fitness worldwide.

“We are delighted to bring the 2026 HFA European Congress to London in partnership with David Stalker, Cameron Saunders, and the team at ukactive,” Wagner said. “London is one of the world’s leading hubs for innovation, health, and fitness, making it the ideal setting for this year’s Congress. We are also thrilled to have David Minton serving as the official host of the program, bringing his deep industry knowledge and longstanding leadership within the European fitness community to this event.”

Registration for the 2026 HFA European Congress is open. Learn more and register here.

Information about the speakers announced so far is available here.