2026 HFA European Congress Spotlights New Industry Research

New data presented in London offered insights into global fitness markets, member retention, GLP-1s and exercise, and the forces reshaping the fitness sector. New research and data shaping the future of the global health and fitness industry took center stage at the 2026 HFA European Congress, held September 24–26 at London Stadium in Queen Elizabeth Olympic Park. The Congress brought together fitness industry executives, researchers, and healthcare leaders to examine new findings on global fitness markets, member retention, GLP-1 medications and exercise, and developments within the UK fitness sector.

HFA shared findings from the 2026 HFA Global Report, which provides data and analysis on more than 30 commercial fitness markets worldwide. The report examines emerging markets, mergers and acquisitions, the growth of recovery and women’s health offerings, and the continued expansion of the broader wellness ecosystem. Attendees also got a first look at HFA’s forthcoming Global Retention Report, one of the most comprehensive retention studies ever undertaken in the health and fitness industry.

Developed with retention expert Dr. Paul Bedford, the research draws on anonymized data provided by several leading technology companies.

The dataset—the largest of its kind made available for independent analysis—spans 12.4 million member accounts across 2,700 operators, 5,200 locations, and 38 countries. The scale of the research offers an unprecedented opportunity to examine how retention varies across markets and business models, when members are most at risk of leaving, and which behaviors are associated with longer membership.

The full report will be published in fall 2026. Additional research explored the health and economic impact of combining GLP-1 medications with structured exercise, while ukactive and EVOLVE shared insights into market trends, consumer behavior, and policy developments shaping the UK fitness sector.

“Research gives our industry the evidence it needs to make better decisions, demonstrate its impact, and strengthen its role in health and well-being,” said Greta Wagner, interim president and CEO of the Health & Fitness Association. “Bringing this new data together in London gave industry leaders an opportunity not only to understand where the fitness sector stands today, but also to discuss what the findings mean for where we go next.” The research was part of a broader program exploring some of the biggest forces reshaping the fitness industry, including artificial intelligence, healthcare integration, investment, leadership, professional standards, women’s health, and global market growth.

Keepme.ai Founder and CEO Ian Mullane delivered a keynote examining the growing role of AI in fitness and how automation can create more opportunities for employees to engage directly with members. Two-time Olympic triathlon champion, entrepreneur, and investor Alistair Brownlee also took the stage to share his perspective on leadership, adaptability, performance, and navigating change.

The Congress also featured discussions with leading European fitness operators and industry executives, the inaugural Women’s Networking Summit in conjunction with The Collective, and the Sponsor Marketplace, connecting operators with suppliers and solution providers from across the industry.

The conversations in London reflected the increasingly interconnected opportunities and challenges facing the fitness sector. By combining new research with industry experience and perspectives from across markets, the HFA European Congress provided a forum for leaders to examine what the data means for their businesses, their members, and the industry’s evolving role in health and well-being. The event concluded September 26 with optional tours of fitness facilities in Canary Wharf and London City.