Known for turning outrageous ideas into reality, Scheele will inspire fitness industry leaders to break from conventional thinking and unlock new possibilities.

Washington, DC–October 30, 2026–Kyle Scheele is the creative mind behind a fake marathon, a Viking funeral for the regrets of 21,000 people, and the earner of one million TikTok followers in 25 hours. He’ll be sharing his unconventional approach to creativity and innovation during the second-day keynote at The HFA Show 2027, taking place March 10–12 at Mandalay Bay in Las Vegas. The keynote is sponsoredby Matrix Fitness.

In his keynote, “Rethinking What’s Possible,” Scheele will explore how organizations can challenge conventional thinking, unlock collective creativity, and turn constraints into opportunities. Through humor, storytelling, and research-backed frameworks, Scheele will demonstrate how individuals and teams can move beyond familiar approaches to generate new ideas, build momentum, and create meaningful change.

As fitness businesses navigate evolving consumer expectations, new technologies, and a competitive marketplace, the ability to think differently and adapt has become increasingly important. Scheele’s message aligns with The HFA Show 2027 theme, “United in Purpose, Mobilized for Change,” encouraging industry leaders to embrace new perspectives and find opportunities where others see limitations.

“The fitness industry has tremendous opportunities ahead, but realizing our full potential will require us to think differently and challenge some of our long-held assumptions, ,” said Greta Wagner, interim president and CEO of the Health & Fitness Association. “Kyle brings an unconventional  perspective on creativity and innovation that will encourage our industry leaders to look beyond limitations, rethink what’s possible, and find new ways to move our industry forward.”

Scheele has built a career on demonstrating that breakthrough ideas don’t happen by accident. . His unconventional projects, from the fake marathon to the Viking funeral for people’s regrets, illustrate his belief that creativity isn’t reserved for a select few. It’s a skill that can be developed and applied to solve problems, inspire teams, and create meaningful change. 

With more than 750 keynotes delivered across all 50 states, Scheele has shared his insights with organizations including Walmart, Deloitte, Fidelity, Chick-fil-A, and Million Dollar Round Table, as well as other Fortune 500 companies, emerging businesses, and national associations.

His creative projects have attracted coverage from WIRED, The Washington Post, and Yahoo!, while his videos have generated more than 250 million views worldwide. Through his work, Scheele encourages audiences to move beyond waiting for inspiration and develop the tools and confidence needed to bring their ideas to life.

At The HFA Show 2027, Scheele will bring that message to fitness professionals, club operators, and industry executives, offering practical approaches to fostering collaboration, challenging established ways of thinking, and creating environments where new ideas can succeed.

The HFA Show is the premier annual gathering for the global health and fitness industry, hosted by the Health & Fitness Association. Bringing together fitness professionals, club operators, industry suppliers, wellness innovators, and thought leaders from around the world, the three-day event offers a dynamic mix of education, networking, business development, and industry collaboration.

At the heart of the event is the expansive two-day trade show, where leading suppliers and emerging brands showcase the latest equipment, products, services, and technologies transforming the industry. The expo floor serves as a vibrant marketplace for discovering innovations, building valuable business relationships, and creating opportunities that drive growth across the global fitness community.

The HFA Show 2027 will also host the Health & Fitness Hall of Fame induction ceremony on March 10, celebrating the pioneers and visionaries whose leadership and contributions have helped shape the industry.

To learn more and register for The HFA Show 2027, visit healthandfitness.org/show.

About the Health & Fitness Association

The Health & Fitness Association (formerly IHRSA), a global community of industry leaders, is the only worldwide trade association providing a unified voice for the community of leaders who operate health and fitness facilities, offer professional guidance on physical activity, and provide the tools and equipment to do so to the millions of fitness facility members who understand that exercise improves their physical and mental health. Through advocacy, education, and research, the association speaks to opportunities, challenges, and changes that are moving the industry into a new era.

Founded in 1981, the association publishes a monthly magazine, Health & Fitness Business, and operates The HFA Show, the HFA European Congress, and the Fly-In and Advocacy Summit. The association also partners on events around the world, including Fitness Brasil, ChinaFit, Wellness & Fitness LATAM, SPORTEC Japan, and SPORTEC Thailand, Follow the Health & Fitness Association on Facebook, Instagram, LinkedIn, X and YouTube.