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

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

The Congress is scheduled for September 24-26 at London Stadium in Queen Elizabeth Olympic Park. It 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.

Keynote speakers

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
• co-founder of the Brownlee Foundation, which promotes youth participation in sport

Congress theme and lineup

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 topics such as:

• trends
• GLP-1 usage and exercise
• emerging markets to watch
• investment opportunities
• retention
• payment ecosystems
• corporate wellness
• community initiatives

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. It offers business leaders insight into emerging trends, new technologies, and opportunities shaping the future of the industry.