Magazine introduction
As the health and physical activity industry undergoes rapid and dynamic changes, we are excited to presentthelatestinsights,trends,andeventsshapingthesector.InourHighlightsMagazine,webringyoua comprehensive overview of key industry developments, policy updates, educational services, and exciting new innovations that are moving the industry ahead. Whether you ' re a fitness professional, enthusiast, or advocate,thiseditionoffersvaluableperspectivestailoredtoyourinterests.
We appreciate your continued engagement and invite you to explore the evolving future of health and fitnesswithus.
The Role of Fitness, Physical Activity and Exercise in The Role of Fitness, Physical Activity and Exercise in Supporting GLP-1 Users for Sustainable Health Outcomes Supporting GLP-1 Users for Sustainable Health Outcomes AEuropeActivepositionpaper,developedincollaborationwithHavas
WhyThisPaperMatters
GLP-1 therapies are moving rapidly from clinical use into the mainstream Their adoption is reshaping how weight management, metabolic health and chronic disease are understood acrossEurope,withimplicationsthatreachfarbeyondhealthcare. AsGLP-1usegrows,sodoestheneedforcoordinated,long-termapproachesthatextendbeyond medicationalone.
WhyThisMattersNow
Evidence shows that while GLP-1 therapies can support short-term outcomes, medication in isolationdoesnotdeliversustainablehealth Keychallengesinclude:
Highdiscontinuationratesandsubsequentweightregain Lossofleantissue,includingmusclemassandbonedensity
Reduced strength, mobility and long-term functional capacity when movement is not embeddedearly
These risks reinforce the importance of physical activity, behavioural change and professional guidancealongsidetreatment
WhatThisPaperExplores
This EuropeActive position paper examines how GLP-1 therapies are accelerating the convergenceofmedical,commercialandlifestyle-basedapproachestohealth.
Itsetsout:
WhymovementmustbeembeddedfromdayoneofGLP-1treatment
Howexercisesupportsresilience,mentalwellbeingandlong-termmaintenance
TheroleofqualifiedfitnessprofessionalsinsupportingGLP-1userssafelyandeffectively
Why the fitness and physical activity sector is a critical partner in Europe’s evolving health systems
WhyPhysicalActivityIsCentral
GLP-1therapiesinfluenceappetiteandenergybalance,buttheydonotchangebehaviour,habits orenvironments.
Physicalactivity:
Preservesmusclemassandfunctionalcapacity
Supportssustainableweightmanagementbeyondmedication
Buildsresilienceandlong-termhealthoutcomes
Enablespeopletomaintainprogressaftertreatmentends
GLP-1 therapies are a catalyst for change How that change unfolds depends on the choices madenow.
Bysharingthispaper,youhelp:
ElevatetheroleofphysicalactivityinGLP-1discussions
Encouragecross-sectorcollaboration
Supportevidence-based,long-termapproachestohealth
NEXT LEVEL LEADERS: Still time to Apply
There is still time to apply for Next Level Leaders, the executive development programmedeliveredbyEuropeActiveinpartnershipwithIESEBusinessSchool.
Designed for senior professionals and emerging leaders in the fitness, physical activity and health sector, the programme is focused on building the strategic, commercial and leadership capabilities needed to succeed in a fast-changing industry. Combining world-class academic learning with practical sector insight, it offers participants the opportunity to develop alongside peers from across the Europeanandinternationalhealth,fitnessandwellbeingmarket.
With a limited cohort size, Next Level Leaders is designed to create a focused and high-impact learning experience, with strong emphasis on active participation, collaborationandreal-worldapplication
Alimitednumberofplacesremainavailablefortheinauguralcohort Fullinformation on the programme structure, learning outcomes, eligibility, fees and admissions processisavailableontheNextLevelLeaderswebsite,whereinterestedparticipants canalsoviewthebrochureandcompletetheregistrationform
Organisations and individuals interested in taking part are encouraged to visit the websiteformoreinformationandtoapply
For questions about admissions or eligibility, contact Emilia Happel at emilia.happel@europeactive.eu
EU AFFAIRS
InterviewwiththeEuropean CommissionerforHealthand AnimalWelfare,OlivérVárhelyi
European Commissioner for Health and Animal Welfare Olivér Várhelyi joins EuropeActive’s Highlights Magazine to discuss the role of physical activity in Europe’s health agenda. Reflecting on the EU Safe Hearts Plan, prevention policies, and the importance of collaboration with the fitness sector, he outlines how the European CommissionaimstopromotehealthierandmoreactivelifestylesacrossEurope
In your closing address of EuropeActive’s ExerciseforHealtheventlastDecember,you highlighted physical activity’s vital role in public health. From your perspective, what impact do such events, and closer engagement with the fitness and physical activity sector, have in shaping the EU’s healthagenda?
Regular physical activity is key for our ov wellbeing, and helps to prevent not overweight and obesity, but also communicable diseases and mental h problems. A population with healthier more active lifestyles also reduces pressure on national healthcare and s systems, thereby contributing to econ prosperity and growth - which in the completesavirtuouscircle.
However, governments and public h institutes alone cannot ensure a healthy active lifestyle for all: we need commitment and collaboration of stakeholders.IampleasedthatIcancou EuropeActive in this, and opportunities, as your ‘Exercise for Health’ event, really topassonthesemessages.
Special and continuous efforts are needed to reach out to vulnerable and socioeconomically disadvantaged groups. EuropeActive can help to make sports and fitness accessible for these groups, thereby actively reducing the current health gap betweenpopulationgroupsacrossEurope.
EU AFFAIRS
At both EU and national levels, physical activity tends to be dispersed across policy areas, usually sport and sometimes health, butisyettobeprioritisedontheagenda(s). Howdoyouvaluecross-sectorcollaboration asameanstopromotephysicalactivity,and could it be integrated into future EU health policy?
Cross-sector collaboration is essential if we want to develop and implement effective policies. If we want to improve overall health across the EU, build resilience and promote inclusiveness,weneedthereforetoimplement a health-across-policies and health-in-allsectors approach. This means embedding health, including physical activity, firmly across all relevant policies and at all levels of governance-local,nationalandEuropean
Within the Commission, we make sure as a rule to collaborate across all the policy areas when it comes to health policymaking We also take into account the economic costs of our increasingly sedentary lifestyle, as well as itsenormoushealthimpact Currently,only3% ofallnationalhealthcarebudgetsgotohealth promotionanddiseaseprevention Ifwereally want to reduce health spending and the economic costs related to noncommunicable diseases, we need to step up our work to promote healthy and active lifestyles The Commission is fully committed to such an approach Many of our major initiatives, including our recent Safe Hearts Plan, Europe’s Beating Cancer Plan and our Comprehensive Approach to Mental Health, haveastrongpreventionpillar,withambitious actionstopromotebetterhealthandmitigate disease.
EU AFFAIRS
Moreover, the Erasmus+ programme is an important instrument for this cooperation. It is not a top-down grant scheme, but rather a response to the needs identified by stakeholders active in the field of sport and physicalactivity.
CongratulationsonthepublicationoftheEU Safe Hearts Plan, the EU-wide strategy dedicated to cardiovascular health. We welcome its strong focus on prevention, including the role of physical activity as a key pillar in tackling CVD. How will the Commissiontranslatetheplanintoaction?
Welostnotimeinthismandateindeveloping this Safe Hearts Plan - the first ever comprehensive plan at EU-level to tackle cardiovascular diseases We know that cardiovascular diseases are the primary causeofdeathinEuropeandhaveamassive impact on our economy, and are determined tosupportMemberStatesandstakeholdersin reducing premature mortality from cardiovascular diseases by 25% Considering this, the plan foresees targeted and impactful actions that focus on prevention, early detectionandscreening,aswellastreatment, careandrehabilitation
Ofcourse,theSafeHeartsPlanwasdeveloped in close collaboration with Member States, stakeholdersandcitizens,andthenextstepis to work jointly to turn this vision and its 10 flagship initiatives into reality In January, the Commission held a first stakeholder webinar, inviting participants to share their views and ideas on the implementation of the Safe Hearts Plan We also had a first meeting with the subgroup on non-communicable disease prevention, within the Public Health Expert Group, where we exchanged ideas with national experts on how to take key initiatives forward Our priority now is to ensure that the Plan leads to real change in people’s lives acrossEurope
Though campaigns like the European of Week of Sport and #BEACTIVE DAY reach millions, awareness alone isn’t enough to tackleourgrowinginactivitylevels.Withthe upcoming revision of the Council Recommendation on Health-Enhancing Physical Activity, there’s a real opportunity to embed physical activity across sectors. How do you see this unfolding- are there planstoallocateadditionalfundingandseta clear roadmap with targets to reverse currentinactivitytrends?
We agree that while the European Week of Sport and #BeActive have successfully reached millions, awareness is only the first step. The Safe Hearts Plan refers to the upcoming revision of the Council Recommendation on Health-Enhancing Physical Activity (HEPA). It will give an important impetus to move beyond promotion and embed movement into the daily lives of citizens by aiming to integrate it into other areas such as urban planning, transportandeducation.
Whiletherearenoplansforastandalonenew fund, we must move away from viewing the allocationoffundingforSportunderErasmus+ as our only resource. The true potential lies in mainstreaming sport into funding streams at all levels – EU, national, regional and municipal -to fund high-impact health and infrastructure projects that Erasmus+ simply cannotcover.
In addition, to help reverse inactivity trends, weareprovidingMemberStateswiththedata they need to set clear national targets. Our recent work with the WHO and the OECD shows that tackling inactivity could save the EU up to €8 billion annually on healthcare spending.
EU AFFAIRS
ThisroadmapallowsSportMinisterstopresent a ‘business case’ to their Finance counterparts: investing in physical activity is not a cost, but a necessity if national budgets are to be sustainable. Direct funding for infrastructure and local programmes is primarily a national competence. The Commission’s role is to provide the European framework and the "multiplier" evidence (every €1 invested returns €1.7 to the economy) that empowers Member States to prioritise sport within their own national budgetnegotiations.
Supporting this further, the Commission is committedtostrengtheningthedatabasisfor these roadmaps By using the Vilnius Methodology and Sport Satellite Accounts, we can track the impact of policy changes This ensures that targets are not just aspirational but are tied to measurable economic and social outcomes across the Union, such as reduced absenteeism and higher regional productivity
On a more personal note, how do you incorporate physical activity into your routine, and beyond health and wellbeing, hasitinfluencedthevalues,mindset,orwork ethicyoubringtoyourroleasCommissioner forHealthandAnimalWelfare?
Regular physical activity has been part and parcel of my everyday life I am running regularly and always integrate sport in my routine when I am on mission When doing sports, the whole day is very different - in terms of work efficiency but also overall wellbeing Sport gives a positive and more target-oriented mindset that helps in problem solving and better interacting with other people So, I can of course only recommend thistoeveryone
EU AFFAIRS
EuropeanParliament StrengthensPhysicialActivity inEUCardiovascularDiseases Strategy
The European Parliament has taken an important step forward in shaping a future EU strategy on cardiovascular diseases (CVD), with 1,118 amendments submitted to the draft report, including almost 30 amendments referencing physical activity This strong levelofengagementsignificantlyelevatestheroleofphysicalactivitywithinthedebate onEurope’scardiovascularhealth.
We are encouraged that several Members of the European Parliament directly submitted amendments shared by EuropeActive, demonstrating growing political recognition of the fitness andphysicalactivitysector’sroleincardiovascularpreventionandrehabilitation
Manyoftheproposedamendmentsreflectthevitalcontributionofphysicalactivitytopreventing and managing cardiovascular diseases and other NCDs, as well as the urgent need to reverse risinglevelsofsedentarybehaviouracrossEurope.
EU AFFAIRS
Notably,theamendments:
Emphasise the need to turn the tide on sedentarylifestyles,recognisingsedentary behaviour as one of the most harmful preventableriskfactorsinmodernsociety
Stress that an active lifestyle is the primary and single most important element in sustaining long-term cardiovascularhealth
Highlight that active lifestyles, including resistance and strength training, should be a core recommendation in any comprehensivecardiovascularprevention strategy
Call for enhanced cross-sectoral cooperation to create supportive environments and aligned policies that encourage physical activity throughout the life course, contributing to both the prevention of cardiovascular disease and effectiverehabilitation
Encourage the integration of physical activity into primary care settings, while supporting healthcare professionals in providing advice and referrals related to physicalactivity
Urge the European Commission and Member States to make physical activity and sport a visible pillar of national cardiovascular health plans, marking a particularly strong recognition of the sector’srole.
Together, these amendments demonstrate growing political awareness that physical activity must be central to both prevention and rehabilitation in cardiovascular health policies.
BuildingontheDraftReport
The European Parliament’s draft report on an EU cardiovascular diseases (CVD) strategy marks an important milestone in strengthening Europe’s response to one of its leadingcausesofdeath.Havingbeenclosely involved throughout the process, EuropeActive welcomes the work led by rapporteur MEP Romana Jerković and the report’s focus on prevention, rehabilitation, and addressing the structural challenges underlying cardiovascular health. On behalf of the fitness and physical activity sector, we seethisasanimportantsteptowardsamore comprehensive approach to tackling CVD acrossEurope.
The draft report highlights several priorities that remain essential to tackling cardiovasculardiseaseseffectively:
Strengthening prevention through dedicatedfundingandpolicysupport. Ensuring that post-diagnosis care includes rehabilitation, return-to-work support, and improved quality of life, not onlymedicaltreatment
Reinforcing the central role of primary care in prevention and long-term disease management
Addressing comorbidities, such as diabetes, obesity, and chronic kidney disease
Reducing persistent health inequalities, which continue to shape cardiovascular outcomesacrossEurope
Physical activity underpins each of these priorities Itisapowerful,evidence-basedtool for prevention, supports recovery and rehabilitation, and delivers benefits across manyoftheconditionscommonlyassociated withcardiovasculardiseases
EU AFFAIRS
Broadening the Perspective on Physical Activity
While the original draft report recognised physical inactivity as a major risk factor, the proposed amendments help broaden the perspective beyond environmental factors such as urban design and transport infrastructure
Physical inactivity and sedentary behaviour are influenced by policies and practices across healthcare, education, workplaces, andcommunitysettingsaswellasthefitness andphysicalactivitysector Withmorethan71 million participants, the fitness sector represents the most widely practised form of exercise in Europe, playing a key role in supporting population-level physical activity and contributing to both prevention and rehabilitationefforts
A stronger cross-sectoral approach will therefore be essential to ensure that Europe can effectively address sedentary lifestyles and reduce the burden of cardiovascular diseases
NextSteps
The report will now enter the compromise amendments phase, where political groups will negotiate consolidated positions before a vote in the Committee on Public Health It will then proceedtoafinalvoteintheEuropeanParliamentplenary
EuropeActive would like to thank all Members of the European Parliament who supported amendmentsrecognisingtheimportanceofphysicalactivity.
We hope that this strong recognition will remain intact throughout the compromise negotiations and in the final adopted report. We will continue working with policymakers to ensure that physicalactivityremainsfirmlyembeddedinEurope’sfuturecardiovascularhealthstrategy.
EU AFFAIRS
HL4EUFinalConference: AdvancingCross-Sector Collaborationfora HealthierEurope
After 30 months of research, dialogue, and exchange, the HealthyLifestylesfor Europe (HL4EU) project is approaching its final milestone: the official launch of itspolicyrecommendationsattheclosingconferenceinBrusselson4May2026.
Titled“AdvancingCross-SectorCollaborationforaHealthierEurope,”theeventwillbringtogether project partners, policymakers, researchers, representatives of featured good practices, and wider European actors committed to promoting cross-sector collaboration for healthier, more active lifestyles through physical activity The conference is organised in collaboration with European Public Health Association (EUPHA) as part of European Public Health Week, Europe’s largestannualawareness-raisingcampaignonpublichealth
SinceitslaunchinJanuary2024,HL4EU,ledbyEuropeActive,hasworkedtotackleoneofEurope’s most urgent public health priorities: reducing non-communicable diseases (NCDs) and health inequalities through stronger action on physical activity. This effort takes place in a policy landscape where responsibility for physical activity is spread across health, sport, transport, urbanplanningandothersectors-makingcoordinationbothchallengingandessential.
EU AFFAIRS
To respond to this, the project has set out to build a database of good practices, analyse barriers and enablersto cross-sector collaboration, and develop evidence-based policy recommendations These recommendations will be formally presented anddiscussedduringthefinalconference
WhattoExpecton4May
Theconferencewill:
Present the project’s key achievements andoutcomes
Officially launch the HL4EU policy recommendations
Showcase inspiring good practice examples
Connectcollaboratorsfromdiversefields
At a time when preventable chronic diseases continue to place growing pressure on individuals, health systems and economies, embedding physical activity across policies is a strategic necessity The HL4EU final event aims to move the discussion beyond awareness and towards concrete, coordinatedaction.
Registrationopenssoon. Follow our channels tosecureyourplaceandjoinusinBrusselsfor this important discussion on building a healthier,moreactiveEurope.
www.healthylifestyles-project.eu
About:The HL4EU project is co-funded by the Erasmus+ Sport Programme of the EU, and started in January 2024. Find out more about our activities, and Call for Action on ‘Enabling Cross-Sectoral Approaches for HealthyLifestylesinEurope’here!
GENERAL ASSEMBLY
14APRIL2026
TheGeneralAssemblyisakeygatheringfor EuropeActive’smembers,wherecritical decisionsshapingthefutureofthesectorare madeMeanwhile,theEFAFisadedicatedforum fornationalassociationpartnersandprovidesa non-formalplatformtoconnectandstay informedaboutdevelopmentsinEuropean policiesandfitnesssector.
15APRIL2026
Theleadingeventforindustryleaders, EHFFsetsthestageforinnovationand collaborationastheopeningeventfor theFIBOInternationalTradeShow
6MAY2026
28JUNE-3JULY2026
NextLevelLeaders,deliveredwithIESEBusiness School,isanexecutivedevelopmentprogrammefor emergingseniorleadersinthehealth,fitnessand wellbeingsectorItcombinesworld-classacademic learningwithpracticalindustryinsighttohelpshape thenextgenerationofsectorleadership
23SEPTEMBER2026
#BEACTIVEDAYisanannualcampaign promotingphysicalactivitythrough thousandsofinclusiveandsustainable eventsallaroundEurope
17-18JUNE2026
#BEACTIVEDAY’slaunchmeetingwill beheldonline,introducingvital campaignupdates,freshinformation, andessentialresourcesforallour Europeanpartners.
Thepremierexecutivegathering,bringing togetherleadersfromtopcompaniesto discussthefutureofthefitnessandphysical activityindustry
OCTOBER2026
TheInternationalStandardsMeetingunites academics,employers,andeducationproviders toaligntrainingwithworkforceneedsFocusedon skills,standards,andcareerpathways,itfeatures insights,research,andcasestudiestodrive industrycollaboration
October2026
2DECEMBER2026
TheExerciseforHealthSummit connectsthefitnesssectorwithhealth andpublicpolicytomakephysical activityessentialtosocietalhealth
Focusedonensuringhigh-quality, standardizededucationfortraining providers,thisforumfacilitatesupdates, discussions,andcollaborationson accreditationandindustrystandards.
Halls and topics
Over 20 themed areas in 13 halls at the Cologne exhibition center
WhereFitnessLeadersMeet
TheEuropeanHealth&FitnessForum(EHFF)returnstoCologneon15April2026forits13thedition,once againsettingthetonefortheweekatFIBOandforthewiderEuropeanfitnessandphysicalactivitysector. OrganisedbyEuropeActiveinpartnershipwithFIBOandhostedatKoelnmesse,EHFFhasgrownintothe keyannualmeetingpointforleaderswhowanttounderstandwherethesectorisheadingandhowto positiontheirorganisationsforwhatcomesnext.
EHFF is designed for decision makers It brings together club and studio operators, suppliers, technology companies, investors, national associations, policy and health stakeholders, all in one room for a focused day of insight and discussion Rather than being an exhibition or a large multi-track conference, it is a leadership forum built around a single stage, a curated programme and regular opportunities to talk The aimistostepbackfromday-to-dayoperationsand look at the bigger picture: market developments, policy trends, consumer behaviour and the role of fitnessandphysicalactivityinhealthandsociety.
A central pillar of EHFF 2026 is the launch of the European Health & Fitness Market Report 2026, produced by EuropeActive in collaboration with Deloitte. The report has become the reference source for understanding the size and structure of the European market, from membership and revenue trends to consolidation and regional variations At EHFF, Herman Rutgers and Karsten Hollasch will present the key findings and explain their implications for operators, suppliers and partners
Forthefirsttime,the2026editionwillalsointegrate consumer data from wearable devices, offering fresh insight into how people actually move and exercise in their daily lives and how this relates to clubusageandwiderhealthpatterns
Importantly, every EHFF participant receives a printedcopyofthereportaspartoftheirticket,and theforumisthefirstplacewhereitispresentedand discussedindepth
The programme uses this evidence as a starting pointtoexplorethemainthemesshapingthefuture of the sector A panel on wearables, moderated by MohammedIqbal,willlookathowdatacansupport better decisions, personalisation and engagement, while keeping trust and the human relationship at the centre EuropeActive’s #BEACTIVE DAY campaign will be highlighted by Anna Harvan with results and lessons from its latest edition, showing how clubs, associations and partners can use the campaign to engage communities and position themselves as drivers of active lifestyles. The EuropeActiveAwardswillrecogniseentrepreneurial leadership, organisational impact and the activation work of National Associations, showcasing examples of innovation and long-term commitmentfromacrossEurope
In the afternoon, attention shifts to longer-term trends and emerging themes A keynote on longevity by Anna Bjurstam will explore what it means to serve an ageing but increasingly healthconsciouspopulation,andhowfitnessandwellness cansupportbothlifespanandhealthspan
A session on GLP-1 medication and sustainable health outcomes with Wais Shaifta will examine how the rise of these therapies interacts with behaviourchange,structuredphysicalactivityand long-term health, and what role the sector should play in this new landscape. A session with Benoît Vancauwenberghe on Generation Z and Gen Alpha will address how younger consumers think about health, brands and digital experiences, and what that means for product development, communicationandretention.Thedaycloseswith a discussion featuring Phillip Mills and Lauren Cody, who will reflect on the main insights and translate them into practical actions for businessesandorganisations
Alongside the programme, EHFF places strong emphasis on networking Delegates have time to meet during arrival, breaks and lunch, and in the early evening EuropeActive’s President’s Council holds its own summit The day concludes with the official EuropeActiveandFIBODinner at Rheinterrassen / Tanzbrunnen, right next to the venue,offeringarelaxedenvironmenttocontinueconversationsandbuildpartnerships EveryEHFFticketincludes:
WHAT’SINCLUDEDFORALLRATES:
YourFullDayEHFFevent pass.
EarlyNetworking possibilitiesthroughthe EHFFEventApp.
Inspiringsessionsfrom industry&non-industry leaders
Afreehardcopyofthe 2026EuropeanHealth& FitnessMarketReport.
AllFood&Beverages throughoutthe Conferenceday.
Networkingopportunities withkeystakeholders.
A2-daypasstoFIBO,the world’sleadingfitnessand wellnesstradeshow.
EntrytotheEHFFNetworking Dinnertoconnectwiththe widercommunity
EUROPEACTIVEAWARDS2026
APPLICATIONS FOR2026AREOFFICIALLYOPEN
Recognisingleadership,impactandactivationinEurope’shealthandfitnesssector
TheEuropeActiveAwardsrecogniseindividuals,organisationsandNationalAssociationsthatare drivingprogressinhealth,fitnessandphysicalactivityacrossEurope.
The2026awardswillbepresentedattheEuropeanHealthandFitnessForumon15April2026in Cologneinthefollowingthreecategories: TheRainerSchallerEntrepreneurshipAward
TheEuropeActiveImpactAward,The#BEACTIVEDAYAward
THE RAINER SCHALLER ENTREPRENEURSHIP AWARD
This award celebrates inspiring entrepreneurs who are driving meaningful change in the European fitness and physical activity sector
Honouring the life and legacy of Rainer Schaller, this award recognises individuals who show exceptional creativity, innovation and entrepreneurial spirit in building new ideas, services or business models that drive driving meaningful change in the European fitness and physical activity sector
THEEUROPEACTIVEIMPACTAWARD
This award recognises organisations that create clear and measurable positive impact in health, fitness and physical activity
The EuropeActive Impact Award is aimed at businesses and organisations that go beyond “business as usual” and make a sustained contribution in areas such as:
Increasing physical activity levels
Improving health outcomes
Expanding access and inclusion
Raising professional standards or quality
Supporting sustainability and long-term sector growth
FutureForum, ConfexHall
FIBO Future Talks is an exclusive event co-hosted by EuropeActive and FIBO, exploring the powerful intersectionoffitness,technology,anddigitaltransformation
The event aims to accelerate the adoption of technology across the sector by highlighting ongoing advancements, showcasing cutting-edge innovations, and encouraging the exchange of best practices-empoweringindustryleaderstotacklesharedchallengesandshapethefutureoffitness
Session 1:
New Revenue Frontiers with Digital Fitness
10:00 Keynote – The Future of Fitness: From Trends to Revenue Streams
Speaker: ABC Fitness – Mohammed Iqbal (Chief Growth Officer)
Explore how the latest digital fitness trends are shaping the industry and creating new revenue opportunities. This keynote will guide you through emerging technologies, consumer behaviors, and businessmodelsthataredefiningthefutureoffitness
11:00PanelDiscussion–BeyondMemberships:UnlockingValueintheHybrid DigitalFitnessEconomy
Session2:
Scaling Consumer Community Experience with Technology
12:00 Keynote - Scaling Fitness Through Automation: Technology, Data, and Community at Scale
Speaker: Hyrox - Douglas Gremmen (Chief Growth Officer)
Scaling fitness concepts globally requires more than demand; it requires automation, data-driven systems, and digital infrastructure This keynote explores how HYROX uses technology-enabled processes, data, and standardisation to scale a global fitness community efficiently, consistently, andsustainably
13:00 Panel Discussion – Intelligent Fitness: AI and Automation in Action
Data, Wearables, AI and Personalisation to create Immersive Experiences Session3:
14:00 Keynote – From Data to Decisions: How Wearables Are Powering Health-Connected Fitness Experiences
Speaker: Garmin Health - Jörn Watzke (Senior Director Garmin Health B2B)
This keynote explores how wearable technology is moving beyond activity tracking to enable health-connected fitness experiences. Garmin will highlight how high-quality physiological data can support personalised coaching, preventive health approaches, and immersive digital experiences,andwhatthisevolutionmeansforthefutureoffitnessandhealthcollaboration.
15:00 Panel Discussion – Personalisation for growth: The Role of Smart Fitness Equipment and Wearables
THE EUROPEAN HEALTH & FITNESS THE EUROPEAN HEALTH & FITNESS
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UpdatesfromMembers
ORANGETHEORYFITNESSPLANSTOEXPANDTO100+ STUDIOSINJAPAN,DRIVENBYSTRONGCONSUMER DEMAND.
PurposeBrands,theworld’slargestandmosttrustedportfoliooffitness,healthandwellness franchise brands, announced the planned expansion for its Orangetheory Fitness brand acrossJapan InpartnershipwithITSCo,Ltd,thenumberofOrangetheorystudiosinJapan willgrowtoover100inthenext10years
Afterweeksofspeculation,ithasbeenconfirmedthatAspria,theluxuryhealthandwellness group,hasbeenboughtbyBritishluxurygymchainDavidLloydClubs.
"Basic-Fit has met all of its financial objectives in 2025 demonstrating strong operational execution. This solid financial performance began with our members who entrust Basic-Fit withtheirfitnessjourney.”ReneMoos,CEOBasic-Fit ReadfullPR Readmore
TheGymGroupmore than doubled its profit as it bulks up its low-cost fitness offering and opensnewsites.
Thelow-costfitnessgrouppostedpre-taxprofitof£10.6mintheyeartoDecember2025,up 194percentfromlastyear,asrevenuenudgedupeightpercentto£245m.
FITNESS FRONTLINES
NorthMacedoniaActive(NMA)isthenationalassociationforrecreationand wellness,workingtoprofessionalise,connectandadvocateforthefitnessand physical activity sector in North Macedonia Over the past three years, our focus has been on building institutional credibility, strengthening regional cooperationandpositioningphysicalactivityasapublichealthpriority
AFirstMarketSnapshotfortheSector
In February 2026, NMA published the first-ever North Macedonia Health & FitnessMarketSnapshot2025.Thiswasapilotefforttotransparentlymap the size and structure of the national fitness market The data is based on an operator survey and aggregated anonymised booking data from the FitKit platform. While not drawn from official public statistics, it provides themoststructuredinsightavailabletodate
The findings show a highly fragmented and locally driven market: 88% of operators run a single location, and 84% primarily sell 1-month membership Long-term contractual memberships are still not dominant, withanaveragememberretentionof3.4months.
We estimate approximately 101,000 individuals paid for a fitness membership at least once in 2025, representing a market penetration of 5.5% of the total population Based on average pricing and retention patterns,theestimatedannualmarketvaluestandsatapproximatelyEUR 49.7million.
FITNESS FRONTLINES
This first snapshot serves as a baseline for future editions and aims to create a culture of data transparencyandevidence-basedadvocacywithinthesector.
#BEACTIVEDAY2026
#BEACTIVEDAY has become asustained flagship national platformin North Macedonia, uniting the fitness and recreation sector while building practical cooperation betweenmunicipal stakeholdersand thehealth community Eachyear,theinitiativetraditionallymobilisesmorethan25municipalitiesandtheirfitnessand recreation stakeholders The campaign engagesover 6,000 participants yearly, creating a visible nationwide moment that promotes physical activity, strengthens community wellbeing, and increases recognitionofthefitnesssectorasakeycontributortopublichealth
In 2026, the platform will also be leveraged to connect stakeholders across theWestern Balkans, positioning #BEACTIVE DAY as a shared regional meeting point for exchange, joint campaigns, and crossborder partnerships. A dedicated health track, with a particular focus onmental health, will integrate evidence-informed messages, awareness activities, and collaboration with relevant institutions and professionals, ensuring that #BEACTIVE DAY is not only a one-off celebration, but a sustained driver of healthier lifestyles, stronger communities, and increased visibility and recognition for the fitness sector in NorthMacedonia
EGYMdebutsnewSmart Strengthlineandthefirsttrue operatingsystemforfitness& wellbeing
Thefitnessandhealthlandscapeisshifting.Members now demand measurable results, while operators need leaner workflows and scalable models for sustainable growth. EGYM is meeting these challengeshead-onatFIBO2026withthelaunchofits new Smart Strength line, powered by an integrated fitness & wellbeing operating system, a world-first approachthatseamlesslyunitestraining,technology, andgymmanagement
The new Smart Strength Series 3 range features a complete ergonomic overhaul, deep software integration, and a sleek, premium aesthetic. More than just a new hardware line, it represents a total system approach designed to deliver consistent, high-quality trainingatscale
By connecting execution, intelligence, and integration into one coordinated system, it ensures that training, data, and business processes work together, so progress builds over time and complexity is absorbed by the system, not by operators. The Smart Strength generation serves as the primary physical touchpoint forthisecosystemonthegymfloor.
PHILIPPROESCH-SCHLANDERER Co-founderandCEOofEGYM
"We aren’t just building more tech for technology’s sake,we’rebuildingtheoperatingsystemthatmakes progressapermanentreality”
FITNESS FRONTLINES
NewSmartStrength:Whereperformance meetsintelligence
This new line is the physical manifestation of EGYM’s system architecture and commitment to long-term growth,alongsideitscustomers
Threecorefeaturesofthenewline:
Enhanced ergonomics: Featuring 3D-moulded upholstery,optimisedgripangles,andrefinedmotion paths, the new line offers enhanced comfort and precision for everyone from total beginners to seasonedathletes.
Deepsoftwareintegration:Themachinesrespondin real-timetoindividualplans,automaticallyadjusting resistance and executing specific training methods. Hardwareandsoftwarenowworkseamlesslyasone.
Elevated,premiumdesign:Withaslimlinesilhouette, an 18.5-inch eye-level display, and integrated LED lighting, we’ve created a truly modern workout environment. NFC smartphone login ensures a frictionlessstarttoeverysession
The result: Personalised, data-led training that is standardising enough to scale, yet individual enough to delivereliteresults
Beyondproducts:ThefirsttrueOperating System
Today, gyms are flooded with disconnected apps and machines The challenge is orchestration Data often sits insilos,andasabusinessgrows,sodoesitscomplexity
The EGYM Ecosystem solves this It functions as a comprehensive Operating System for fitness and wellbeing, extending into the corporate sector via EGYM Hussle to unlock new demographics and revenue streams
coordinatingthemthroughfivefunctionallayers:
Physical execution: Bringing training intelligence to lifeonthefloorthroughnetworkedhardware
Experience: How members and trainers interact with the system on a daily basis for an elevated training experience
Intelligence&data: Powered by EGYM Genius AI, this iswherelearning,adaptationandprogresslive,sothe system learns from every rep and every result, automatically evolving the training logic for every member
Business & orchestration: Where complexity is absorbed and operations line to give operators total clarityonfloorspaceoptimisationandeconomicKPIs
Integration & openness: Effortless integration with external partners, removing technical friction for guaranteedflexibility
The EGYM Business Suite is the cockpit for this system It turns training data into management power, allowing operators to make informed, strategic decisions, from refiningthegymfloortolong-termexpansion,withoutthe administrativeheadache
Aholisticapproachtotraining
With the launch of the new Smart Strength line and the latest evolution of the EGYM Ecosystem, we are marking a strategic turning point. In a competitive market, the advantage has shifted from individual products to integratedsystemsthatconnectthemember,theworkout, andthebusiness.
Systemswin,notsolutions
The EGYM Ecosystem isn't just about completing workouts; it’s about facilitating longevity. By combining holistic training with data-backed steering, EGYM helps members stay healthy, capable, and engaged for life, not just in the short term. To support this, EGYM has developed the new Longevity Training Programme, tailored to each member andbasedonscientificinsightsintostrength,flexibilityand endurance
EGYM is the essential infrastructure for the modern health provider, from boutique studios and national chains to physiopracticesandcorporatewellnesshubs.
"Productscanbe copied.Anintegrated,
PHILIPPROESCH-SCHLANDERER Co-founderandCEOofEGYM
Experience it for yourself live at FIBO 2026 – Hall 6, Stands A37andC32:https://ow.ly/aBJr50Yo1lf LearnmoreaboutthelatestfromEGYMhere
ConversationsintheAlps: ReflectionsfromPAFEurope
A few days in Switzerland brought industry leaders together, sparking discussions on youth participation, mentalhealth,andtheevolvingroleoffitnessinsociety.
A few days in the Swiss mountains might not immediately sound like the setting for industry discussions, yet this is exactly where PAF Europe takes place each year. The event brings together professionals from across the fitness and physical activity sector in a format that mixes structured meetingswithtimeformoreinformalconversations.
The programme centres around a series of prearranged one-to-one meetings between participants These sessions create dedicated time for discussions about partnerships, current developments in the sector, and ideas for future collaboration With a full schedule of meetings across the event, the conversations move quickly beyond introductions and into more detailed exchanges about the opportunities and challenges facingtheindustry
At the same time, the setting changes the pace of interaction compared with a traditional conference Conversations do not end when the meeting schedule finishes. They continue during coffee breaks, over meals, and often outside as well. With the Alps as a backdrop and skiing built into the programme, it is not unusual to find industry discussionstakingplaceonskiliftsorwhileheading downtheslopes.Theresultisanenvironmentwhere conversationsfeellessformalbutoftenmoreopen.
The event programme also explored several themes currently shaping the fitness sector The opening panel looked at topics including longevity, youth participationingyms,mentalhealth,andthegrowing discussion around GLP-1 medications These themes sparked thoughtful debate and reflected the wider changes taking place in how fitness, health and wellbeingarebeingviewedacrosssociety.
What stood out throughout the event was the willingness of participants to exchange ideas and perspectives openly. Operators, suppliers and other industrystakeholdersapproacheddiscussionswitha sense of curiosity about where the sector is heading andhowitcancontinuetoevolve.
Stepping away from daily routines for a few days createdspaceforthoseconversationstohappen By the end of the event, it was clear that many of the discussions that started in Switzerland would continuewellbeyondit
Looking ahead, PAF Europe will return to the Swiss Alps in 2027, and it will be exciting to see the conversationsandideasthatemergenexttime.
InstituteofExercise Professionals(IREP): AdvancingFitness EducationinNigeria
The Institute of Registered Exercise Professionals (IREP) is dedicated to raising the standard of fitness education and professional practice in Nigeria by equipping aspiring fitness trainers with the knowledge, skills, and credentials required to succeed in the industry. As a training provider committed to excellence, IREPfocusesondevelopingcompetentexerciseprofessionalswhocancontributemeaningfullytoimproving healthandwellnessoutcomesintheircommunities.
At IREP, our mission is to educate and empower individuals to become certified fitness professionals while promotingtheroleofexerciseinpreventingandmanaginglifestyle-relateddiseases Throughstructuredtraining programmes, practical learning experiences, and industry-focused education, we prepare our students to build sustainableandimpactfulcareersinthefitnesssector
Our courses are designed to combine theoretical knowledge with practical application Students are trained in exercisescience,programmedesign,clientsafety,andprofessionalethics,ensuringthattheygraduatewiththe confidenceandcompetencerequiredtoworkeffectivelywithdiversepopulations.Beyondtechnicalknowledge, we emphasise professionalism and continuous development, encouraging our graduates to see fitness not just asajobbutasalifelongprofession.
Over the years, IREP has played a significant role in strengthening the fitness industry in Nigeria by training and supportingnewgenerationsofexerciseprofessionals.Manyofourgraduatesnowworkingyms,wellnesscentres, and community fitness programmes, helping individuals adopt healthier lifestyles through structured exercise programmes. This growing network of trained professionals is contributing to a broader movement toward healthiercommunitiesandimprovedawarenessoftheimportanceofphysicalactivity TrainingProviderintheSpotlight
One of the key milestones in our journey has been our accreditation with EuropeActive and the recognition of our qualifications through the European Register of Exercise Professionals (EREPS). This accreditation has brought immense value to our organisation and our students It has strengthened the credibility of our trainingprogrammesandalignedourcurriculumwith internationally recognised standards within the fitness industry
For our students, EREPS recognition opens doors to global opportunities. Graduates are able to demonstrate that their qualifications meet internationallyacceptedbenchmarks,whichenhances theirprofessionalmobilityandconfidence Beingpartof a globally recognised framework also encourages our trainers to maintain high professional standards and engageincontinuous learning
For IREP as a training provider, the partnership with EuropeActivehasreinforcedourcommitmenttoquality education It provides a benchmark that guides us in maintaining strong training standards while ensuring ourprogrammesremainrelevanttotheevolvingneeds of the fitness industry. It also allows us to contribute to the global effort of professionalising the fitness sector and ensuring that exercise professionals are properly trainedandrecognised.
Looking ahead, IREP remains committed to expanding access to high-quality fitness education and empowering more individuals to pursue careers in the industry. We believe that well-trained exercise professionalsplayacrucialroleintacklingthegrowing burden of lifestyle diseases and promoting healthier societies
Through continued collaboration with international partners such as EuropeActive and EREPS, we aim to strengthen the professional landscape of the fitness industry in Nigeria and beyond. We are proud to be part of a global community working toward the sharedgoalofimproving healththroughexercise.
In this second of a series of articles, Sarah Edmonds (EuropeActive’sDirectorofEducationServices)tackles one of the most febrile topics of fitness professional education. Here we look at digital learning. Future articles will look at assessments and exams, and best practicepolicy,artefactsandprocesses.
In the fitness industry, the debate around digital versus face-to-face learning is often framed as a binary choice. For aspiring and practising Personal Trainers, this question is especially important after all, their role blends technical knowledge, behavioural coaching,andappliedskill.
However, a substantial body of research shows that well-designed online learning can be equivalent to face-to-face education in terms of outcomes and effectiveness. The key conclusion? It’s not the format that determines quality it’s the design. Here are five keytakeawaysforconsideration.
DOLEARNERSACHIEVETHESAMEOUTCOMES?
ForPersonalTrainereducation,outcomesarecritical:canlearnersdesignsafeprogrammes,coacheffectively,andadaptto real-worldclientneeds?
Research shows that learning outcomes are comparable when courses follow constructive alignment where learning outcomes,teachingactivities,andassessmentsaretightlylinked.
Inpractice,thisincludes:
Case-basedclientscenarios
Appliedprogrammedesigntasks
Video-basedcoachingassessments
Critically,skills-basedlearning notjustknowledgerecall isessential
ENGAGEMENT:IT’SABOUTINTERACTION,NOT LOCATION
Engagement depends on interaction quality, not physical presence
Effectivelearningincludes:
Learner–contentinteraction
Learner–tutorinteraction
Learner–learnerinteraction
For Personal Trainers, peer discussion, tutor feedback, and interactive content are essential to building real-world competence.
CREATINGSOCIALPRESENCEINDIGITAL LEARNING
Social presence the feeling of being seen and connected directlyimpactsengagementandsatisfaction
Effectivestrategiesinclude:
Tutorvisibilitythroughvideo
Small-groupcollaboration
Structuredpeerdiscussion
These mirror the interpersonal demands of real-world coaching.
ACTIVELEARNINGDRIVESBETTER OUTCOMES
Passivelearningislesseffectivethanactivelearning
Effectiveapproachesinclude:
Scenario-baseddecisionmaking
Livecoachingsimulations
Collaborativeprogramming
Peerreview
ThesereflectrealPersonalTrainerpracticemoreaccurately
USEREXPERIENCE:THEHIDDENDETERMINANT OFSUCCESS
Poor usability increases cognitive load and reduces learningeffectiveness
Digitallearningmustbe: Easytonavigate
Mobile-friendly
Clearlystructured
Accessible
These reflect real Personal Trainer practice more accurately
Forthefitnessindustry,thequestionisnolonger“digitalorface-to-face?”but“howwellisitdesigned?”.
When grounded in real-world practice, interaction, and robust assessment, digital learning can match or exceed traditionaldelivery.
ForPersonalTrainers,thisenablesmoreflexible,scalable,andaccessibleeducation—withoutcompromisingquality.
Inanincreasinglycompetitiveandquality-drivenEuropeanfitnessmarket,operationalexcellenceisno longeradifferentiator;it’sanexpectation.ForPureGym,meetingandexceedingthatexpectationiscore toitsproposition.Thebusinessentered2026havingjustachievedFITcert®Level4accreditationacrossits UKandSwitzerlandestate,followinganindependentauditconductedbyinternationaltesting,inspection andcertificationspecialistKiwa.
Awarded to fewer than 4% of gyms across Europe, FITcert® Level 4 represents the highest levels of compliance and best practice in gym operations and safety, assessing core pillars including health and safety management, operational procedures, facility standards and member experience. For a business operatingatsignificantscale,includingmorethan450gymsintheUKand49inSwitzerland,achievingthis standard sends a clear signal about PureGym’s commitment to high customer service standards and to providingsafe,well-managedenvironmentsformembersandcolleagues.
A representative sample of PureGym clubs across both markets underwent independent audits, validating thatstandardsarenotonlydefinedcentrallybutembeddedlocally.Atatimewhenmembers,partnersand public authorities expect clear evidence that gyms are operated safely and professionally, third-party accreditationplaysanessentialroleinbuildingtrust.
Confidenceina24/7environment
With the majority of its clubs operating around the clock, PureGym’s model relies on robust systems that ensure safety during and outside staffed hours CCTV monitoring, emergency help points and clear operationalprotocolsareintegraltodeliveringasafeenvironmentformembersatanytimeofday
For the company’s 18 million members across the UK and Switzerland, FITcert® Level 4 provides additional reassurance that clubs are operated to consistently high standards For colleagues, it reinforces a strong cultureofresponsibilityandpride,embeddingsafety,qualityandcomplianceacrosseveryclub
SupportingsustainableEuropeangrowth
Sincelaunchingin2009,PureGymhasgrownintooneoftheworld’sleadinggymoperators,nowserving2.4 million members across more than 700 gyms internationally. As expansion continues across European markets, working to a recognised European certification standard provides an operational framework that supportsscalabilitywithoutcompromisingquality.
Sincelaunchingin2009,PureGymhasgrownintooneoftheworld’sleadinggymoperators,nowserving24 million members across more than 700 gyms internationally As expansion continues across European markets, working to a recognised European certification standard provides an operational framework that supportsscalabilitywithoutcompromisingquality
REBECCAPASSMORE
“As one of the largest gym operators in Europe, we take our responsibility to lead by example seriously Achieving FITcert® Level4notonlyrecognisesthehighstandardswedeliveracross ourgyms,butalsohelpsraisethebarforsafetyandoperational excellenceacrosstheindustry.
Our priority is to create safe, high-quality gyms for both members and colleagues, and this certification provides independent assurance that these standards are being delivered consistently, while supporting our commitment to continuousimprovement
As we scale across multiple European markets, working to a recognised European standard supports our duty of care and our ambition to maintain world-class facilities and comfortable, inclusivespaces”
