With Rising Influence, Fitness Industry Faces New Expectations, Says HFA President and CEO

HFA President and CEO Liz Clark calls for greater industry unity and engagement as global influence and expectations grow.

The health and fitness industry has entered the “big leagues,” and with that momentum comes greater responsibility and a need for stronger alignment across the sector. That was the message from HFA President and CEO Liz Clark to attendees at her March 16 President’s Address at The HFA Show 2026 in San Diego.

Speaking under this year’s theme, Stronger Together: Uniting the Industry to Advance Global Health, Clark reflected on how the industry has evolved in the five years since facilities were labeled non-essential during the pandemic and emphasized that the sector’s growing visibility is creating new expectations for leadership and coordination.

“We’re in the big leagues now,” Clark said. “Healthcare systems see us. Investors see us. Governments see us. And our customers expect more from us.”

Clark said the industry’s rising profile is rooted in measurable impact. Preventive health is increasingly central to conversations about chronic disease prevention, mental health, workforce productivity, and healthcare sustainability. As the industry gains credibility in healthcare, policy, and investment circles, she said, its continued progress will depend on deeper collaboration across operators, suppliers, and global partners.

Over the past year, HFA expanded its advocacy efforts at the state, federal, and global levels. Clark highlighted the association’s successful efforts to oppose proposed sales taxes on fitness services, increased engagement with lawmakers through its Fly-In and Advocacy Summit in Washington, DC, and strengthened coordination with international federation partners to align strategy across markets.

Clark also underscored HFA’s expanded research initiatives, including new benchmarking tools and key performance indicators designed to help operators measure growth, retention, affordability, and long-term sustainability. She pointed to global research demonstrating that when governments incentivize physical activity, the economic and public health returns are measurable and significant.

In addition, Clark previewed new research examining the intersection of weight-loss medications and physical activity, reinforcing the industry’s role in delivering sustainable health outcomes.

“For too long, fitness played defense,” Clark said. “That approach is no longer enough. Big leagues demand big leadership.”

Clark closed by urging more leaders across the industry to deepen their engagement with the association as members, advocates, and global partners, saying that the industry’s growing influence will depend on greater participation and coordination across the sector.

“HFA is answering the bell,” she said. “And this industry is stronger together.”