Steffie Bryant, Alistair Brownlee to Share AI, Performance Insights at European Congress

From artificial intelligence to elite sport, the HFA European Congress keynote speakers will explore the forces reshaping health and fitness around the world.

By Lia Palazzo, Manager of Public Affairs

Steffie Bryant and Alistair Brownlee are set to offer the two keynote addresses at the 2026 HFA European Congress.

Artificial intelligence and high-performance leadership will take center stage at the 2026 HFA European Congress, where Keepme.ai President Steffie Bryant and two-time Olympic triathlon champion Alistair Brownlee will headline the annual gathering of fitness industry leaders.

The Congress, scheduled for September 24-26 at London Stadium in Queen Elizabeth Olympic Park, will bring together executives, operators, suppliers, investors, and innovators from more than 35 countries to explore the trends shaping the future of health and fitness.

Bryant will open the event on September 24 with a keynote examining how artificial intelligence is transforming fitness businesses. As president of Keepme.ai, she has helped clubs adopt AI-driven tools to strengthen member engagement, improve operations, and drive sustainable growth. Her session will focus on how operators can leverage emerging technology while maintaining a people-first approach. Her keynote is sponsored by Keepme.ai.

Brownlee will headline the second day of the Congress, sharing lessons from Olympic competition, entrepreneurship, and health innovation. The only athlete to win two Olympic gold medals in the individual triathlon, Brownlee is also founder of sports nutrition company truefuels, an investor in health and wellness companies, and co-founder of the Brownlee Foundation, which promotes youth participation in sport.

The speaker lineup reflects this year’s Congress theme, One Vision. One Voice., which focuses on the role innovation, collaboration, and leadership will play in the next chapter of the global fitness industry.

In addition to the keynote presentations, attendees will hear from more than 40 speakers from the fitness sector and related industries addressing trends, GLP-1 usage and exercise, emerging markets to watch, investment opportunities, retention, payment ecosystems, corporate wellness, community initiatives, and more. The full schedule can be viewed here and includes time to connect with suppliers in the Sponsor Marketplace. On September 26, attendees can participate in club and studio tours across London. The club tours can be added at the time of registration.

Presented in partnership with ukactive and hosted by industry leader David Minton of EVOLVE, the HFA European Congress is the industry’s premier European event, offering business leaders insight into emerging trends, new technologies, and opportunities shaping the future of the industry.