Artificial intelligence. Investment trends. Leadership development. Global market intelligence with a regional lens. The future of healthcare integration.

These topics and more are on the agenda at the 2026 HFA European Congress 

From September 24-26 at London Stadium, executives from across Europe and around the world will gather to explore the forces reshaping the industry—and they will get insights from new research being presented by the Health & Fitness Association, EVOLVE, and ukactive. 

Few topics are generating more discussion right now than GLP-1 medications and their impact on health clubs, healthcare systems, and consumers. The Congress offers two sessions on this topic, one of which is “Beyond the Prescription: GLP-1, Exercise, and Obesity Care.” This session will spotlight new multinational research analyzing the public health and economic impact of pairing structured exercise with GLP-1 therapy.

The findings show that structured exercise helps protect and extend the investment being made in GLP-1 treatment by supporting more sustainable health outcomes, reducing costly downstream medical events, and generating substantial economic value.

Among the reports findings:

• In the United Kingdom, combining structured exercise with GLP-1 therapy could generate £2.7 billion in economic and societal value over 10 years, rising to £13 billion over 30 years.
• The combined approach could help prevent nearly 16,000 acute cardiovascular events and 30,000 joint replacements in the United Kingdom over the same 30-year period.
• Similar positive outcomes were projected across Canada, Australia, New Zealand, and the United States.

Together, the findings reinforce a message the fitness industry has long championed: lasting health outcomes require more than medication alone.

See It Live: “Beyond the Prescription” at the 2026 Congress

The GLP-1 conversation doesn’t stop there. 

Attendees will have the opportunity to explore more on this topic in the panel :“Beyond the Prescription: GLP-1, Exercise, and Obesity Care.”

This panel will bring together leaders from the fitness, sporting goods, and obesity care sectors to discuss what integrated, exercise-inclusive obesity care should look like in practice. Speakers will examine how the industry can work with healthcare systems, policymakers, and payers to ensure exercise becomes a standard component of obesity treatment pathways.

The session will also explore the practical implications for operators as more consumers enter facilities while using GLP-1 medications and as health systems increasingly look to fitness professionals as partners in preventive care.

The conversation continues with “Prescriptive Exercise and the Integration of Fitness Into Healthcare Models,” where panelists, including Dr. Ritva Mettänen, founder of the Obesity Coaching Academy, will examine how countries including Sweden, Finland, and Spain are already embedding exercise prescriptions into healthcare systems — and what opportunities that creates for fitness providers.

Together, these sessions offer attendees a unique opportunity to better understand one of the most significant shifts currently reshaping health, wellness, and fitness worldwide.

A First Look at the 2026 European Congress Agenda

The GLP-1 discussion is just one piece of a packed executive-level program designed to help leaders make smarter decisions, anticipate change, and identify new opportunities. Additional agenda highlights include:

Exclusive Research Briefings

• Annual Release of HFA’s Global Report — the industry’s most comprehensive analysis of the commercial fitness market worldwide, featuring market statistics from local industry leaders across dozens of countries and the trends shaping fitness globally.
• UK Market Spotlight: Research, Policy, and Industry Trends — featuring Cameron Saunders, CEO of ukactive, and Glen Thurgood, Chief Strategy Officer at Evolve, formerly Leisure DB. As one of the world’s most mature and progressive fitness markets, the UK continues to lead in research, advocacy, and innovation. This session will explore the latest market trends, consumer insights, and policy developments shaping the sector, with particular focus on the growing role of physical activity in supporting mental health, alongside physical health, through government collaboration.
• HFA Global Retention Report – An early look at one of the most comprehensive industry retention analyses conducted to date. Developed by HFA in partnership with Dr Paul Bedford, this historic study covering Europe, North America, and Australia/New Zealand explores member retention duration, attrition rates, and member lifetime value.

Leadership and Innovation

• Keynote: Alistair Brownlee, Founder, truefuels | Associate Partner, Redrice Ventures | Co-founder, Brownlee Foundation — two-time Olympic gold medalist, entrepreneur, investor, and advocate for health and well-being. His keynote will explore leadership, resilience, innovation, and the future of performance both inside and outside the sporting world.
• Keynote: Steffie Bryant, President of keepme.ai — A recognized leader in fitness technology and artificial intelligence, Bryant’s keynote will draw on leadership experience across Australia and the UK, bringing a practical perspective on how operators can leverage emerging technologies to drive growth. This session is sponsored by keepme.ai.
• One Vision, One Voice: Building Leaders from Within — Luke Carlson, CEO of Discover Strength and Chair of the HFA Board, shares a blueprint for developing future leaders and building stronger organizational cultures.

Business Strategy and Growth

• One Vision, Many Journeys: Leadership Stories Shaping the Future of Fitness —  founders and leaders of Europe’s top fitness brands share the defining moments, lessons, and paths that shaped their success. 
• Minding the Privilege Gap: Community Initiatives Driving Change — a look at how UK community programs and urban planning are closing the privilege gap in movement and health.
• Club Tours — exclusive visits to some of London’s most innovative clubs and studios, offering attendees firsthand insight into emerging concepts, member experiences, and operational best practices.

Read the Full Research

Whether you’re preparing for the Congress session or simply want to understand what this research means for your business right now, the full white paper is available to read today. The research was conducted by FTI Consulting’s Center for Healthcare Economics and Policy in partnership with a multinational coalition of fitness sector organizations, including the Health & Fitness Association, the HFA Foundation, AUSactive, Exercise New Zealand, Fitness Industry Council of Canada, and ukactive.

Join the Conversation in London

The 2026 HFA European Congress takes place September 24–26 at London Stadium, Queen Elizabeth Olympic Park. Join industry leaders from across Europe and around the world to explore the trends, research, and ideas shaping the future of fitness.

Register for the 2026 HFA European Congress