Highlights - September

Highlights EUROPEACTIVE’S ULTIMATE SOURCE FOR INDUSTRY INSIGHTS AND TRENDS

EU AFFAIRS INTERVIEW: MEP BOGDAN ANDRZEJ ZDROJEWSKI

SEPTEMBER 2025 ISSUE NO.05

#BEACTIVE DAY 2025: MOVING TOGETHER FOR HEALTH AND WELLBEING WWW.EUROPEACTIVE.EU

Contents EVENTS

04

EuropeActive’s Future Events

05

EU AFFAIRS

07

EU Affairs Interview: MEP Bogdan Andrzej Zdrojewski

08

#BEACTIVE DAY: Moving Together for Health and Wellbeing

10

The EU Cardiovascular Health Plan

12

The Global Alliance for the Promotion of Physical Activity

14

HL4EU Desk Research

16

FITNESS FRONTLINES

18

Updates from Members

19

National Association in the Spotlight: Virke Norway

20

The Enervit Model for the Fitness Industry

22

Milon: Pioneer of the Digital Fitness Revolution

24

Member Interview: Wellhub

26

EDUCATIONAL SERVICES

28

FITcert Latest Achievements

29

Les Mills Nordic and Improve Educations Achieve EQF 3

30

Training Provider Forum 2025

32

CLICK ON THE ARTICLE YOU WOULD LIKE TO READ!

Magazine introduction As the health and physical activity industry undergoes rapid and dynamic changes, we are excited to present the latest insights, trends, and events shaping the sector. In our Highlights Magazine, we bring you a 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, this edition offers valuable perspectives tailored to your interests.

We appreciate your continued engagement and invite you to explore the evolving future of health and fitness with us.

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Events

01

TRAINING PROVIDER FORUM

15 October 2025 Focused on ensuring highquality, standardised education for training providers, this forum facilitates updates, discussions, and collaborations on accreditation and industry standards.

CONFERENCE

4 December 2025 The Exercise for Health Summit connects the fitness sector with health and public policy to make physical activity essential to societal health.

europeactive’s active’s IN-PERSON EVENTS 2025

5 DECEMBER 2025 The in-person meeting in Brussels will serve as a year-end opportunity for our national association partners to reflect on the year’s progress and define priorities for the year ahead.

15 APRIL 2026 The leading event for industry leaders, EHFF sets the stage for innovation and collaboration as the opening event for the FIBO International Trade Show.

05

European Health & Fitness Market Report 2025 In-depth analysis ofmarketdevelopments,countries, leading operators and consumer trends

Click here to get your own!

EU and Public Affairs

02

EU AFFAIRS

Exclusive EU Affairs Interview:

MEP Bogdan Andrzej Zdrojewski Bogdan Andrzej Zdrojewski (EPP, Poland) is a secondterm Member of the European Parliament and Vice-Chair of the Committee on Culture and Education. He was rapporteur for the Parliament’s own-initiative report on the European Sport Model (which included the stakeholder consultation to which EuropeActive contributed) and is set to lead on the Erasmus+ report– files directly impacting relevant EU policies, including sport and physical activity, cross-sectoral collaboration, and wider access to active lifestyles. Previously, he was Mayor of Wrocław (1990–2001) and Minister of Culture and National Heritage of Poland (2007–2014).

Bogdan Andrzej Zdrojewski Member of European Parliament

08

As rapporteur of the “Role of EU policies in shaping the European Sport Model” report, could you describe what the European Sport Model is and, how does fitness and health-enhancing physical activity (HEPA) fit into it, alongside professional and elite sport activities?

In sight of delivering on HEPA’s proven potential as a cost-effective driver of health and competitiveness, how can the EU support and enable physical activity providers to improve access and to increase exercise levels regardless of background, age, or fitness levels?

The European Sport Model is built on fundamental principles such as fairness, open competition, sporting merit, and solidarity across all levels of sport. These core values have been reaffirmed

Every day, millions of Europeans walk, run, go to the gym, or engage in various forms of physical activity.

These everyday actions are not only the foundation

through numerous resolutions, reports, and public debates, reflecting a need to safeguard and promote sport as a vital element of Europe's social

of competitive sport but also vital for maintaining the health and well-being of our population. To encourage this, the report presents several recommendations to boost physical activity across

and cultural fabric. Europe’s commitment to reinforcing the European Sport Model remains strong. However, sport now stands at a critical

Europe. Promoting sport at all levels is essential- not only for the success of elite competitions but also for fostering a healthier, more active society. Key

crossroads. Increased commercialisation, foreign and state-level investments and ownership, profitdriven models, breakaway competitions, and

proposals in the report include improving infrastructure and access, increasing funding for sport and physical activity through the Erasmus+

ongoing governance challenges all pose significant threats to the integrity and long-term sustainability of sport. For these reasons, it must be

programme, and expanding volunteers involved in sport.

clearly stated: there is no elite sport without grassroots sport.

the

number

of

EU AFFAIRS As rapporteur on the upcoming Erasmus+ report, how do you see future support of Erasmus+ for fitness and physical activity, particularly given the EU’s increasing focus on defence, security and other geopolitical priorities?

As rapporteur on the upcoming Erasmus+ report, I believe that support for fitness and physical activity remains a vital component of the programme’s future, even as the EU increasingly prioritises defence, security, and geopolitical challenges. Of course, it is our duty in the European Parliament to support sport and physical activity, including their visibility and funding. In the new Erasmus+ proposal for 2028–2034, there is currently no earmarking for sport, but I assure you that we will fight to secure it. Physical activity plays a crucial role in fostering resilience, well-being, and social cohesion among young people across Europe- qualities that are essential in today’s complex geopolitical landscape.

By continuing to integrate fitness and physical activity into its initiatives, Erasmus+ can contribute to a holistic approach that supports not only personal development but also the broader goals of unity and stability within the EU. This year celebrates the European Week of Sport’s (23–30 September) 10th anniversary, with a focus on promoting healthier digital habits and inspiring everyone to #BeActive. What message would you like to share ahead of the campaign, and how do you see fitness and physical activity driving these goals?

As we celebrate the 10th anniversary of the European Week of Sport, it’s inspiring to see the focus on promoting healthier digital habits alongside encouraging everyone to #BeActive. In today’s increasingly digital world, balancing screen time with physical activity is more important than ever for our overall wellbeing. Fitness and physical activity not only improve our physical health but also boost mental clarity, reduce stress, and foster social connections.

My message ahead of the campaign is simple: embrace movement as a vital part of your daily routine, no matter your age or lifestyle. Whether it’s a short walk, a quick workout, or a fun sport, every bit of activity helps create a healthier, more balanced life. By integrating fitness into our digital lives, we can use technology as a tool to motivate and connect, rather than distract. Together, let’s make physical activity an essential part of our daily habits and inspire others to #BeActive.

On a personal note, what role does exercise play in your own life, and how has it shaped your perspective on the policies you now help drive?

Sport has always been important to me, and I have always admired athletes themselves. Early on, I became a member of the Nysa Kłodzko sports club, where I tried my hand at various disciplines, including handball, boxing, and athletics. However, what truly shaped my attitude and worldview - political views included - was the concept of sporting competition, especially the principle of fair play.

For me, physical activity is not only a way to stay in shape and maintain good health but also an opportunity to compete and collaborate. I have always loved team sports, though in recent years I have mostly played tennis. Sport has given me both excitement and a much-needed break from daily routines.

Today, I wholeheartedly recommend physical activity to everyone, regardless of age. Sport offers a wealth of experiences and opens doors to many interesting social connections. In short, it enriches your life.

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EU AFFAIRS

Moving Together for Health and Wellbeing Every September, thousands of free events light up Europe under the #BEACTIVE DAY banner, a campaign designed to celebrate physical activity and underline the importance of exercise for all. An initiative of the European fitness and physical activity sector, the campaign is coordinated by EuropeActive in partnership with national associations across the continent.

This year, #BEACTIVE DAY placed a special focus on the role of Health-Enhancing Physical Activity (HEPA) in preventing and managing non-communicable diseases (NCDs) such as cardiovascular conditions, diabetes, cancers and chronic respiratory diseases. To support this, EuropeActive published the HEPA Guide – freely available in nine languages; which offers evidence-based advice, programme design tips and inclusive strategies for professionals and communities.

A MILESTONE OPENING IN COPENHAGEN An official partner of European Week of Sport (EWoS) since its inception, EuropeActive was proud to attend the opening ceremony in Copenhagen (23 September).

This year’s edition marked the 10th anniversary of EWoS, and was celebrated in an urban sport facility, GAME Streetmekka, the gathering brought together 150 guests representing international organisations, NGOs, national coordinators and grassroots partners.

Highlights included volunteer-led workshops in basketball, parkour and street football, as well as dance energisers.

A symbolic moment came when His Majesty King Frederik X of Denmark joined European Commissioner Glenn Micallef and Denmark’s Minister for Culture for

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a basketball challenge – ten shots to symbolise ten years of the initiative. The event showcased the inclusive and celebratory spirit at the heart of the Week, reinforcing the call to “scroll less and move more.”

#BEACTIVE DAY IN BRUSSELS EuropeActive hosted its third Brussels edition of #BEACTIVE DAY event on 30 September at the Complexe Sportif Cynthia Bolingo, in partnership with Réseau Santé Diabète and supported by Florence Frelinx, First Alderwoman of the City of Brussels.

In line with this year’s campaign focus, the event was articulated around adapted physical activity sessions to ensure accessibility for all. Residents from the Marolles neighbourhood (up to 86 years old!) joined a morning of activities that showcased how physical activity can be fun, inclusive, and accessible to all.

The programme opened with Sport sur ordonnance (adapted physical activity prescribed for health), followed by a calming sophrology session combining relaxation, movement, and breathwork, and concluded with an inclusive dance class led by a teacher experienced in working with neurological patients. The event was a celebration of diversity in movement, underlining that everyone can find their own way to be active.

A PAN-EUROPEAN MOVEMENT Beyond Brussels, the campaign flourished across Europe with thousands of events reflecting local energy and creativity.

Here are just a few examples:

LOOKING AHEAD With participation stretching across the continent and supported by the European Union, #BEACTIVE DAY 2025 reinforces the message that being active is for everyone, regardless of age, ability, background, or physical fitness levels. By combining evidence, inclusion and celebration, EuropeActive and its partners continue to show that movement is one of the most powerful tools for health and wellbeing.

As the HEPA Guide reminds us, physical activity is not just about fitness – it is about resilience, prevention and quality of life. And with each passing September, the #BEACTIVE DAY campaign brings Europe one step closer to that goal.

Czech Republic: Under the patronage of the President, the month-long “Active September” included over 45 events, a national opening in Prague, and a strong push to make physical activity a political priority.

Germany: The campaign kicked off in Cologne with events led by AI Fitness and promoted under the “United Let’s Move” banner.

Greece: From an “Acropolis Spinning” event to children’s judo, city-wide races, and group exercise in 700 gyms, Greece once again delivered a vibrant programme.

Portugal: Activities ranged from a Fitness Open Week to free club vouchers for public sector workers, alongside health-centre initiatives and powerful video testimonials from people living with NCDs. Slovenia: Community events took place in Ljubljana and Maribor, continuing the tradition of bringing #BEACTIVE DAY into local neighbourhoods.

Beyond these examples, many more countries joined the movement, such as Ukraine, Ireland, or Latvia, emphasising the European dimension of #BEACTIVE DAY. Together, these initiatives underline the campaign’s breadth and the shared determination to make healthier, more active lives accessible to all.

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EU AFFAIRS

The EU Cardiovascular Health Plan: The EU Cardiovascular Health Plan: A New Policy Priority - and How the Fitness Sector Can Shape It

On 15 September, EuropeActive and 24 National Association Members responded to the European Commission’s Call for Evidence on the forthcoming EU Cardiovascular Health Plan. Representing the unified voice of the European fitness and physical activity sector, we warmly welcomed this initiative and its strong focus on prevention- the most effective and sustainable way to improve citizens’ health and relieve pressure on healthcare systems.

Cardiovascular diseases (CVDs) remain the leading cause of death in Europe, affecting 60 million people and generating five million new cases every year. Beyond the human toll, they place a huge economic burden on healthcare systems, productivity, and informal care.

With Europe’s ageing and shrinking population, the challenge is only set to grow.

Our

12

response

stressed

that

physical

To unlock the full potential of physical activity, we call on the Commission to ensure the EU Cardiovascular Health Plan includes the following: Prioritise physical activity politically and financially: Recognise physical activity as one of the most cost-effective yet underutilised public health interventions, and allocate dedicated funding and political support to implement it across Europe.

Integrate physical activity into healthcare and clinical practice: Establish systematic screenings for physical inactivity, assess fitness levels through validated measures such as VO₂ max, provide tailored counselling, and develop referral pathways to adapted fitness and physical activity programmes, including for people living with, or at risk of, cardiovascular diseases.

Foster cross-sector collaboration and increase support: Strengthen coordination between health, physical activity and fitness, transport, education, and urban planning sectors, and expand EU funding for cross-sectoral programmes, digital platforms, and initiatives that promote physical activity,

activity must be placed at the very heart of the Plan. Regular exercise is among the most powerful and cost-efficient tools to

creating environments that make active lifestyles more accessible and achievable across all regions.

prevent and manage CVDs and other chronic conditions. It lowers blood pressure, improves vascular function,

Invest in research and evidence-based solutions: Fund research to identify the most effective strategies for increasing physical activity, reducing

reduces Type 2 diabetes risk, helps maintain a healthy weight, decreases the likelihood of certain cancers, and delivers significant mental health benefits. Yet, one

sedentary behaviour, and interventions across Europe.

in three Europeans does not meet WHO activity recommendations, and nearly half report never exercising at all.

Promote initiatives that encourage active lifestyles while reducing health inequalities.

scaling

successful

Support inclusive, community-based initiatives:

EU AFFAIRS On 15 September, EuropeActive and 24 National Association Members responded to the European

It lowers blood pressure, improves vascular function, reduces Type 2 diabetes risk, helps maintain a

Commission’s Call for Evidence on the forthcoming EU Cardiovascular Health Plan. Representing the unified voice of the European fitness and physical

healthy weight, decreases the likelihood of certain cancers, and delivers significant mental health benefits. Yet, one in three Europeans does not meet

activity sector, we warmly welcomed this initiative and its strong focus on prevention- the most

WHO activity recommendations, and nearly half report never exercising at all.

effective and sustainable way to improve citizens’ health and relieve pressure on healthcare systems.

Cardiovascular diseases (CVDs) remain the leading cause of death in Europe, affecting 60 million people and generating five million new cases every year. Beyond the human toll, they place a huge economic burden on healthcare systems, productivity, and informal care. With Europe’s ageing and shrinking population, the challenge is only set to grow.

Our response stressed that physical activity must be placed at the very heart of the Plan. Regular exercise is among the most powerful and costefficient tools to prevent and manage CVDs and other chronic conditions.

We will continue engaging with EU policymakers to advocate for the inclusion of fitness and physical activity in the EU Cardiovascular Health Plan. The next step will be the Stakeholder Webinar organised by the European Commission on 29 September, where preliminary findings from the Call for Evidence will be shared, alongside discussions on key themes and next steps.

We warmly thank our supporting National Associations, who are key in aligning European and national efforts, and in bringing the voice and expertise of our sector from the ground up.

Download the “Call for Evidence” PDF here

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EU AFFAIRS

The Global Alliance for the Promotion of Physical Activity (GA@PA) Under the framework of the 2025 Sports, Medicine, and Health Summit (26-28 June, Hamburg), EuropeActive proudly co-signed the third edition of the ‘Hamburg Declaration’. Coordinator of the SNA-GA@PA project, scientific coordinator for European Initiative for Exercise in Medicine (EIEIM) and project partner of our HL4EU project, Luz Divina De La Cruz Lastre provides further context about the Declaration and the Global Alliance behind it.

More than 120 signatories from governmental and non-governmental organisations commit their efforts to decrease physical inactivity and improve health.

In 2024, a collaborative publication between the World Health Organization (WHO) and independent researchers, released in The Lancet Global Health, revealed that 31% of adults worldwide, equivalent to 1.8 billion people, fail to meet the minimum recommended levels of physical activity. If current patterns continue, this figure is expected to rise to 35% by 2030. These data were discussed at the WHO headquarters in Geneva, where the atmosphere was marked by urgency. As stated by WHO Director-General Dr. Tedros Adhanom Ghebreyesus, there is a pressing need to renew global commitment, strengthen policies, and increase investment to reverse this trend and promote population health.

This challenge cannot be addressed by isolated national strategies alone. The factors influencing physical inactivity: urbanisation, socioeconomic inequalities, technological shifts, and changing lifestyles, demand a coordinated, multisectoral, and international response.

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Such initiative began in 2021, when the first Hamburg Declaration was signed. At that time, societies worldwide were still grappling with the consequences of the COVID-19 pandemic. The declaration called for a global alliance to promote physical activity, acknowledging that sustained action was necessary to mitigate the long-term effects of sedentary behaviours. It established the Global Alliance for the Promotion of Physical Activity

(GA@PA),

a

broad

coalition

of

governmental, non-governmental, academic, and civil society stakeholders committed to advancing physical activity through evidence-based policy and international collaboration.

This alliance has grown significantly in both scope and influence. In July 2023, the first Global Alliance Day was hosted by the European Initiative for Exercise in Medicine at the Sports, Medicine and Health Summit in Hamburg. The event brought together experts from public health, sport medicine, academia, and policy sectors to share progress and strengthen cooperation. It resulted in the co-signed Hamburg Declaration by over 139 international supporters, on behalf of their organisations.

EU AFFAIRS

The Alliance soon extended its outreach, incorporating additional sectors such as urban planning, education, and digital innovation, which are essential in shaping the physical environments and societal frameworks that influence active living. In 2025, a renewed Hamburg Declaration on Sport, Health and Human Performance was formally signed during Global Alliance Day at the International Sport & Exercise Medicine Summit in Hamburg. This updated declaration reinforced the commitment of a growing coalition of stakeholders, including representatives from sport medicine, public health, academia and policymakers.

“This is a defining moment for sports medicine and global health,” said Prof. Fabio Pigozzi, President of FIMS. “Together with our partners, we are ready to translate this declaration into concrete, science-based actions that will benefit people of all ages and abilities.” Prof.

Uğur Erdener, President of SportAccord, added that success will depend on the sustained engagement of all partners, each contributing their specific expertise and resources. Prof. Yannis Pitsiladis, Chair of the FIMS Scientific Commission, noted the broader relevance of the declaration in the context of global development, calling for a determined push to turn scientific knowledge into practice.

To further strengthen the alliance’s governance and coordination, a new project is developing in 2025 & 2026: SNA GA@PA. This project, led by the European Initiative for Exercise in Medicine uses social network analysis to map the composition and collaboration patterns within the alliance.

It will provide evidence-based recommendations for enhancing transparency, inclusivity, and distributed leadership.

Correspondence to: Exercise.medicine@uni-ulm.de Ms. Luz Divina De La Cruz Lastre Scientific coordinator, European Initiative for Exercise in Medicine (EIEIM) Coordinator, SNA-GA@PA project

The result analysis of GA@PA social network will shape the first official roadmap for implementation which will be released by the GA@PA Steering Committee in the final quarter of 2026. It will define strategic priorities and measurable outcomes for coordinated global action. As emphasised by Prof. Jürgen Steinacker, Convener of Global Alliance Day and delegate of FIMS in the Steering Committee, the Hamburg Declaration is not simply another statement of intent, it marks the foundation of an international implementation mechanism that is both inclusive and accountable.

High levels of international migration and cross-border mobility have further emphasised the need for global cooperation. Social and economic disparities affect access to physical activity opportunities across regions, and addressing these inequalities requires inclusive governance models that reflect diverse needs and contexts. In response, the GA@PA has consistently prioritised equitable participation and knowledge-sharing, reinforcing the idea that improving physical activity levels is both a global challenge and a shared responsibility.

In a world shaped by global migration, shifting demographics, and rising health disparities, the ability to act collectively is essential. The Global Alliance for the Promotion of Physical Activity offers a practical framework for translating science into policy, and policy into impact.

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EU AFFAIRS

HL4EU Desk Research Sets the Stage for Focus Groups and Policy Recommendations On 9 September, the Healthy Lifestyles for Europe (HL4EU) consortium, coordinated by EuropeActive and implemented with seven partner organisations from different sectors, met online for our latest partner meeting. The agenda included updates on the project’s recent presentations at external events, progress reviews and, most importantly, a closer look at the findings of our desk research analysis.

We are proud to share that the consortium has exceeded its target for collecting good practices, gathering an impressive 122 examples of crosssectoral collaboration to promote healthy lifestyles through physical activity, both from Europe and beyond.

The analysis highlights that most practices focus on broad age groups in community-based settings such as schools, workplaces, and care homes, with fewer aimed at very young children. Geographically, initiatives are concentrated in Europe particularly in Italy, Germany, the Netherlands, and the UK. Collaboration

is

strongest

among

the

health,

physical activity, and community sectors, though cross-country cooperation is less common, reflecting the challenges of aligning systems and policies.

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EU AFFAIRS

This report is not the end point: it’s the foundation for what comes next. By the end of 2025, HL4EU will host four virtual focus groups to bring together good practice representatives, policy experts, and specialists in cross-sectoral collaboration. These sessions will dig deeper into what enables successful collaboration, and where the barriers lie.

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 Healthy Lifestyles in Europe’ here!

The outcomes will directly feed into policy recommendations, to be unveiled at the project’s final conference in Brussels in May 2026. By then, HL4EU aims to deliver a clear roadmap to inform and strengthen European policies for NCD prevention and health promotion - by breaking down silos and enabling stronger cross-sector collaboration for physical activity.

Our growing Good Practice Platform is already proving to be a valuable hub. It’s not just a database - it’s a space for organisations to learn from each other, find inspiration, and connect with like-minded actors. Organisations can still participate in our Call for Practice Sharing and submit their initiatives until 31 October 2025. Don’t miss the chance to join our community and help shape a healthier future for all.

www.healthylifestyles-project.eu

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Fitness Frontlines

03

FITNESS FRONTLINES

Updates from Members $600M DEAL: WELLHUB AND URBAN SPORTS CLUB JOIN FORCES TO ADVANCE CORPORATE WELLNESS Wellhub, the global corporate wellness platform, has acquired Urban Sports Club, a European provider of employee benefit programs, in a $600 million deal. This merger creates the world's largest corporate wellness platform.

Read more

VIRTUAGYM LAUNCHES VIRTUAGYM CONNECT Virtuagym, global provider of the All-in-One health and fitness software ecosystem, presented their latest innovation Virtuagym Connect, at the Health and Fitness Association Conference in Amsterdam. This new smart solution turns any stack weight machine into a connected training experience.

Read more

PUREGYM PARTNERS WITH HEALTHKEY FOR COMPREHENSIVE WELLBEING PACKAGE Leading gym operator, PureGym, has announced the launch of the UK’s first comprehensive wellbeing package specifically designed for self-employed personal trainers and staff. T Read more

EGYM EXPANDS U.S. PRESENCE WITH NEW DENVER HEADQUARTERS EGYM, a global leader in fitness technology and corporate wellness, is strengthening its North American presence with the opening of their new U.S. headquarters. The expansion supports EGYM’s rapid growth across the region.

Read more

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FITNESS FRONTLINES

A Landmark Month for Fitness:

Mental Health Plan and Training Conference 2025

September marked two important milestones for Virke Aktiv Helse and the Norwegian fitness industry: the publication of the national action plan “Better Health Care - More Good Years”, and the recordbreaking Treningkonferansen (Training Conference).

These achievements highlight fitness industry’s growing recognition and role in promoting health and well-being, and set the stage for stronger collaboration within Norway and across Europe.

Supporting Mental Health through Physical Activity On 5 September 2025, the Norwegian Directorate of Health published the national action plan “Better Health Care - More Good Years”, establishing for the first time that exercise will become an integral part of treatment for people with serious mental illnesses and substance abuse challenges across all health trusts.

This pioneering initiative aims to reduce the life expectancy gap for vulnerable groups and enhance overall quality of life, demonstrating that society cannot accept preventable health inequalities when effective measures are within reach.

Norwegian Minister of Health and Care Services Jan Christian Vestre emphasised the significance of this step, stating that measures such as national patient pathways for somatic health, guidelines for treating anxiety and depression with physical activity, and structured exercise programs in municipalities will now be systematically implemented. For us at Virke Aktiv Helse, this is more than a political victory - it is the culmination of years of dedicated effort to highlight the powerful link between physical activity and mental health.

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FITNESS FRONTLINES

Through collaboration with the Norwegian Directorate of Health and Aktivitetsalliansen (Activity Alliance), we have strengthened competence across the fitness industry, positioned fitness centres as essential resources in mental health care, and advanced the concept of “exercise is medicine.” Today, fitness centres are recognised not merely as commercial spaces but as partners in delivering interdisciplinary, professionally guided health solutions.

Training Conference 2025: Bringing the Industry Together On 18 September, the Training Conference gathered a record number of 400 participants and almost twice as many exhibitors as last year. Under the theme “All Against All”, the conference explored a changing global fitness landscape, invited international perspectives, and created space for discussions on future collaborations.

EuropeActive and Active Sweden were some the conference’s participants, marking a promising start for stronger Nordic cooperation. The Nordic fitness industry is a vibrant region, with many shared realities, challenges, and opportunities.

While there are differences in how each country approaches exercise, public health, and the fitness business, these variations offer rich opportunities to learn from one another, exchange best practices, and strengthen the role of fitness sector in society.

The Training Conference continues to be Norway’s premier meeting place for the fitness industry - a space where ideas, expertise, and partnerships converge. Together, we will keep driving the growth of the fitness industry, strengthening its role as both a strategic sector and a force for better health and well-being.

You can secure your ticket to next year’s Training conference at a record-low price. Don’t miss this chance - reserve your spot here.

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FITNESS FRONTLINES

Smart Nutrition and Digital Innovation: The Enervit Model for the Fitness Industry Executive Summary The fitness industry is rapidly evolving towards integrated models where training, nutrition, and digitalization converge to deliver ccomprehensive, personalized experiences. Enervit positions itself as a strategic player with a project that combines smart vending machines, a dedicated digital portal, and feedback data analysis, supported by the Enervit Team and continuous professional training programs.

The objective is to provide fitness professionals with practical tools to enhance customer experience, optimize performance, and strengthen loyalty, while creating sustainable value for the entire ecosystem.

1. Industry Context and Key Challenges The fitness market is experiencing a growing demand for personalized solutions that address the diverse needs of athletes, enthusiasts, seniors, and young adults. Current challenges include: Integrating nutrition and training in a scientific, scalable way.

Offering digital services that ensure continuity and ongoing interaction with users.

Collecting and leveraging data to improve program effectiveness.

Ensuring continuous education and upskilling for industry professionals.

2. The Enervit Solution The Enervit project is built on four strategic pillars: 2.1 Smart Vending Machines Immediate access to product assortments designed for each phase of activity (pre-, during, and postworkout).

Alignment with personalized programs recommended by trainers.

On-site education encouraging mindful consumption.

2.2 Dedicated Digital Portal A platform connecting fitness centers, professionals, and clients.

Access to scientific resources and continuously updated training content.

Monitoring of client progress and delivery of personalized support.

2.3 Enervit Team and Continuous Education Direct support from qualified nutritionists and specialists.

Workshops, consultations, and ongoing updates for fitness professionals.

Continuous education programs to ensure professionals’ skills remain up-to-date and competitive.

2.4 Data Collection and Feedback Monitoring user consumption habits and behavioral patterns.

Analyzing data from vending machines, the portal, and digital interactions.

Optimizing nutritional programs and building loyalty strategies based on actionable insights.

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FITNESS FRONTLINES 3. Benefits for Professionals and Stakeholders For Trainers Access to expert consultation tools and ongoing updates.

Ability to integrate nutrition strategies into training programs.

For Club Managers Enhanced value perception of fitness centers through innovative services.

Improved client retention personalized solutions.

with

integrated

THE BEST FIT FOR YOUR BUSINESS

and

For Stakeholders Reliable market data supporting informed decisionmaking.

Competitive differentiation through an inclusive and sustainable model.

4. Inclusion and Diversity The project has been designed with an inclusive, global mindset, adaptable to diverse target groups and cultural contexts. It addresses:

EVERYTHING YOUNEED FOR A COMPLETE PARTNERSHIP CONTINUOUS TRAINING

EQUIPE ENERVIT’S GOAL IS TO PROMOTE NUTRITION AND SPORTS SUPPLEMENTATION IN A SCIENTIFICALLY ACCURATE WAY. EQUIPE ENERVIT WILL THEREFORE SUPPORT AND TRAIN THE CLUB’S STAFF IN A CONTINUOUS AND COMPREHENSIVE MANNER.

ADVICE FOR CLUSTERS

ADVICE AND GUIDELINES REGARDING NUTRITION AND SUPPLEMENTATION WILL BE PROVIDED FOR SPECIFIC CLUSTERS, ENSURING DETAILED AND COMPREHENSIVE INFORMATION THANKS TO AN INNOVATIVE AI PLATFORM DEVELOPED

BY EQUIPE ENERVIT.

DEDICATED PORTAL

CLUB MEMBERS WILL HAVE ACCESS TO A DEDICATED PORTAL (DIRECTLY CONNECTED TO THE SYSTEM) WHERE THEY CAN MAKE PURCHASES UNDER FAVORABLE CONDITIONS, WITHOUT ANY ISSUES FOR THE CLUB. THE CONTRACTUAL FEE WILL BE SENT AND PAID TO THE CLUB ON A MONTHLY BASIS. AND A VENDING MACHINE PROPOSAL.

PLATFORM INTEGRATION

THE ENERVIT PROJECT ALLOWS THE CLUB TO HAVE FULL INTEGRATION WITH THE TECHNOGYM APP AND RELATED PLATFORMS. IN ADDITION, THE SYSTEM IS OPEN TO OTHER INNOVATIVE MEASUREMENT SYSTEMS AND AI TECHNOLOGIES. VENDING MACHINE INTEGRATION.

Elite athletes.

Urban fitness enthusiasts and casual practitioners.

Seniors and corporate wellness participants.

Young people seeking balanced, healthy lifestyles.

This approach ensures scalability and broad applicability at an international level.

5. Conclusions The Enervit model sets a new standard for the fitness industry by combining digital innovation, scientific nutrition, and continuous education.

Through smart vending machines, a dedicated digital portal, structured feedback, and the expertise of the Enervit Team, the project provides a comprehensive solution that creates value for professionals, fosters customer loyalty, and strengthens the industry’s competitiveness.

Enervit demonstrates how it is possible to build a sustainable, future-oriented ecosystem where people’s health and well-being remain the core of a global strategy.

TAILOR-MADE FOR CHAINS

THANKS TO ITS APPROACH, ENERVIT IS ABLE TO DEVELOP COLLABORATION PROJECTS THAT ALLOW CHAINS TO GROW THEIR BUSINESS IN NUTRITION AND SUPPLEMENTATION IN AN EXCLUSIVE AND INNOVATIVE WAY.

Roberto Coda-Zabetta International Sales & Business Development Director

r.codazabetta@enervit.com

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FITNESS FRONTLINES

of the Digital : Pioneer Fitness Revolution The

fitness

industry

is

undergoing

a

profound

Digital Innovation as a Trademark

transformation. Digitalization, data-driven solutions, and innovative training methods are reshaping how we experience fitness and manage health. In the midst of this

With over developing

shift, milon has been pursuing a consistent path for decades: as a pioneer and trailblazer that not only

training equipment, milon today ranks among the leading providers of digitalized

develops new technologies but also boldly brings them into fitness studios—with one clear goal: to make training

fitness and health solutions. Early on, the company recognized the value of data-

simpler, safer, and more effective for everyone.

driven training: equipment that automatically adjusts resistance, individualizes ranges of motion, and makes

50 years of expertise in electronically controlled

progress fully transparent. This philosophy has made milon synonymous with precision, safety, and innovation – Made in Germany.

What began as a groundbreaking idea—to arrange electronic machines in a circuit system and offer a holistic strength training session in just 34.5 minutes—has evolved through continuous innovation.

This journey has led from the very first premium training circuit to the milon Q series, and today to the state-of-the-art milon Q+ series with centrally positioned XXL screens for a neutral head posture and ergonomic training positions.

The ultimate gamechanger in this series: since 2025, training is possible even without prior registration thanks to quick selfonboarding directly at the machine.

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FITNESS FRONTLINES The milon X series marks another milestone in this innovation journey. It combines the safety of guided equipment with the freedom of functional training.

Thanks to cutting-edge 3D avatar technology, every movement is visualized and guided correctly— minimizing misloads while maximizing training variety. This sets new standards for safe, functional training that supports both beginners and professionals alike. pump by milon: The New Era of Strength Training While milon X pushes the intelligent digitalization of functional training, the new pump by milon series redefines classic strength training. No login, no user account—just start and still maintain full control over training, intensity, and movement.

At the heart of this series is the deliberately increased eccentric load during the negative training phase—a scientifically proven key stimulus for muscle growth and performance gains. Each machine is intuitive to use, easily adjustable, and delivers maximum effectiveness with minimal effort.

Whether for beginners, ambitious athletes, or traditional weight stack enthusiast: pump by milon makes professional training digitally accessible to all.

With this series, milon bridges the gap: traditional training meets digital simplicity. Studios gain a solution that seamlessly integrates cutting-edge technology into the classic training floor—providing fresh momentum for member engagement.

Digitalization as a Gamechanger For milon, fitness goes far beyond hardware. The combination of smart equipment and intelligent software creates a fully integrated, data-driven ecosystem. Systems like milon CARE, milon ME, and milon ZENITH enable the collection, analysis, and real-time use of training data—for both trainers and members.

The results: personalized training plans, measurable progress, and maximum motivation. For studio operators, this also means more efficiency, less administration, and long-term member retention.

“In recent years, a great deal has happened at milon – and we are far from reaching the finish line. What drives us is the courage to break new ground and the passion to actively shape the future of training through innovation. Standing still is not an option. At the same time, we see that the market is ready to embrace change and seize the opportunities and benefits of digitalization – this is exactly where we come in.” says Bernhard-Stefan Müller, CEO of milon industries GmbH and Digital Transformation Expert.

Courage to Shape the Future For milon, innovation always means courage—the courage to leave familiar paths and break new ground. This ambition has made the brand a true industry pioneer. With milon X and pump by milon, the company is setting benchmarks: making training smarter, safer, and more intuitive. New markets are opening, new business models for operators are emerging, new experiences for members are unfolding, and new perspectives for the entire industry are taking shape.

The message is clear: Digital products at their best. milon is not just part of the fitness industry - milon is shaping its future.

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FITNESS FRONTLINES

Member Interview: New Members, Higher Retention: Unlocking Growth with Corporate Partnerships

Eamon Lloyd

VP - Head of Europe - Partnerships

The wellness industry is booming, but many gym and studio owners feel pressure to constantly find new members. Why are corporate wellness partnerships becoming a "strategic growth engine" for fitness businesses today?

Corporate wellness partnerships have become a strategic growth engine because they're a sustainable way to acquire new members. With the global corporate wellness market projected to soar to over $106 billion by 2029, companies are heavily investing in employee wellbeing to boost productivity and retention. This shift creates a massive opportunity. By connecting with integrated wellness platforms, fitness businesses can efficiently tap into large employer networks. This not only gives them a competitive edge but also drives predictable, long-term growth by reaching a new customer base that they might not have otherwise.

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We often hear about corporate wellness from the employer side.

What are the tangible benefits for a gym or studio owner?

That’s

a

great

question.

The

benefits are clear and positively impact your bottom line. First, new members: these partnerships are highly effective, with an 84% success rate in attracting fresh faces, and 90% of them are brandnew customers who wouldn’t have walked in otherwise.

Second, loyalty: corporate members show an impressive 89% retention rate.

That's a huge deal.

Finally, profitability: Our model is an efficient channel to drive new revenue to our Partners alongside more traditional channels, freeing up the resources for the operator to help them grow their business.

Together, these key drivers build stability and long-term profitability for your business.

FITNESS FRONTLINES How are providers (for example: gyms, studio owners, fitnessnutrition-mental wellbeing apps, etc.) typically structuring their corporate wellness partnerships, and what are their primary motivations?

Providers like gyms, studios, and wellness apps usually structure their corporate wellness partnerships by working with one or several platforms to reach a wider corporate audience. While some prefer a single platform for deeper integration, many choose two to three for broader exposure. These partnerships are not short-lived—nearly 40% and growing have lasted over three years, showing real trust and value. The main reasons providers engage in them are to keep members longer, gain access to new customer segments, and boost brand visibility.

Overall, it’s a smart way to drive growth while supporting employee wellbeing.

What are some of the biggest concerns or obstacles that providers face when considering a corporate wellness partnership, and how can they overcome them?

When considering corporate partnerships, fitness providers worry about being overshadowed or having to customize services (change programming, adapt schedule, etc.) The key is choosing platforms that offer flexibility, tailored packages, and strong marketing support. True success requires delivering a great member experience, ensuring seamless operations, and using data to build trust through close collaboration with your corporate partner. Also, gym owners often worry about losing member retention to corporate wellness platforms, especially when trying something new. In reality, 60% of users we bring are new to fitness, and 80% are new to the Partner. Wellhub’s model is designed to be incremental, driving additional value without replacing existing members.

What are the key strategies providers should consider when looking to maximize the success of their corporate wellness partnerships?

To really make corporate wellness partnerships work, I’d focus on three things. First, build a strong presence—polished profiles, clear service descriptions, great visuals, and staff ready to give corporate members a smooth first experience. Second, deliver outstanding member experiences—keep facilities welcoming, provide expert instruction, gather feedback, and add fun touches like themed classes, challenges, or small perks. Finally, keep operations seamless—have someone on your team managing platform communication, track performance to spot opportunities, and use the platform’s marketing tools to boost visibility and engagement.

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Educational Services

04

LATEST ACHIEVEMENTS: IMPULSE – Trenningssenter AS has achieved FITcert Level 4 World Class Romania has also reached FITcert Level 4

Join the growing community of European fitness clubs choosing independent, third-party certification!

Licensed Inspection Bodies

www.fitcert.eu

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EDUCATIONAL SERVICES

Les Mills Nordic and Improve Educations Achieve EQF Level 3 Accreditation with EuropeActive EuropeActive is pleased to announce that Les Mills Nordic, in partnership with Improve Educations, has successfully achieved accreditation for the EQF Level 3 Group Fitness Instructor certification across 13 countries. This milestone ensures that every Les Mills instructor in the region is now able to gain formal recognition as a qualified fitness professional through the European Register of Exercise Professionals (EREPS).

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This achievement is the result of a pioneering collaboration between two outstanding organisations, combining Les Mills’ world-leading group fitness expertise with Improve Educations’ evidence-based online learning in anatomy, physiology, and training science. Together, they have created an unprecedented pathway for professional recognition which strengthens the status of group fitness instructors across Europe.

SARAH EDMONDS

Director, Education & Standards

“During the entire journey it was clear that all parties had a shared goal: to ensure that the teaching, learning and assessment experience across all knowledge, skills and behaviours not only mapped, but exceeded, the requirements of this professional standard. We are delighted with this outcome, for these instructors, and for those who will follow this pathway in the future.”

This initiative demonstrates a strong commitment to quality benchmarking, external validation, and wider recognition of the group fitness profession.

For health clubs and fitness operators, it provides assurance that their instructors are internationally accredited and dedicated to continuous professional development.

EuropeActive warmly congratulates Les Mills Nordic

and

Improve

Educations

on

this

achievement, which not only raises the standards of group fitness education in the Nordics but also supports the broader mission of creating a more professional and respected European fitness sector.

LENA HOLMBERG

CEO of Less Mills Nordic

“This collaboration is about recognising the professionalism of our instructors. EQF Level 3 certification proves that they meet international standards of quality and excellence.”

About Les Mills Nordic and Improve Educations Les Mills Nordic delivers world-class group fitness programmes across 13 Northern and Eastern European countries, supporting thousands of instructors and clubs. Improve Educations provides flexible, evidencebased online learning for fitness professionals. Together, they create accessible pathways to internationally recognised qualifications, including the EQF Level 3 certification and entry into EREPS.

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EDUCATIONAL SERVICES

EuropeActive is delighted to announce the return of the Training Provider Forum (TPF) on Wednesday, 15 October 2025 (09:30–12:00 CET). Following the success of its online format, the event will once again take place virtually via MS Teams, ensuring participation from our community of accredited training providers across Europe and beyond.

Whilst more modest in scale compared to EuropeActive’s flagship showcase events, the TPF remains a key date in the calendar. It is a focused opportunity to bring together our accredited education partners, to update them on progress, to discuss future priorities, and to strengthen the quality and impact of fitness education across our sector.

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Why the Training Provider Forum Matters

Highlights of the 2025 Forum

EuropeActive’s Education Services department plays a pivotal role in maintaining, reviewing, and advancing the Professional Standards that define occupational roles across the fitness and physical

This year’s programme will focus on both reflection and forward-looking dialogue, with key sessions covering:

activity sector. These include the vital entry roles of Fitness Instructor and Personal Trainer, alongside

Professional Standards: updates, reviews and direction of travel

13 further specialist standards in areas such as:

Emerging Themes in Training and Education: showcasing best practice and innovations in

Working with clients with long-term conditions Pre- and post-natal exercise

accreditation Reflections and Looking Ahead: strategy headlines

Exercise for health coaching Strength and conditioning

and vision towards 2026

Accreditation is the benchmark for quality in provision. Training providers wishing to embed these standards in their programmes must demonstrate the highest levels of rigour, ensuring learners are equipped with the skills and knowledge demanded by today’s employers.

The forum also offers the latest insights into the growth and development of the European Register of Exercise Professionals (EREPS), which now represents members in more than 50 countries worldwide.

A Global Community with High Standards The TPF provides the ideal EuropeActive and its partners to:

platform

for

Share updates on revisions to professional standards Highlight emerging themes and innovations, such as the rise of longevity coaching and the integration of AI into learning and practice Discuss examples of best practice in accreditation Explore the employer’s perspective on workforce skills Reflect on progress and outline future strategy

Today, EuropeActive counts almost 160 accredited training providers among its partners, spanning over 50 countries. This global footprint demonstrates not only the far-reaching recognition of our standards but also the collective commitment of providers to align with best practice.

The TPF offers a collaborative environment where these providers can exchange experiences, raise issues, and contribute ideas to help shape the future of fitness education. Above all, it reinforces the shared mission of ensuring that fitness professionals are equipped to promote active, healthy lifestyles effectively and responsibly.

Why Attend?

Influence the Future: Your insights help us maintain the highest standards in training and education.

Stay Informed: Access the latest updates on Professional Standards, accreditation, and EuropeActive’s strategic direction.

Connect: Network with peers and colleagues from across Europe and beyond.

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Highlights SEPTEMBER 2025 ISSUE NO. 05

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