Health and Fitness Industry “In the Big Leagues,” Says HFA CEO Liz Clark at 45th Annual HFA Show
Posted: March 16, 2026 in HFA
HFA 2026
SAN DIEGO, CA – The health and fitness industry has entered the “big leagues,” and with that momentum comes greater responsibility and a need for stronger alignment across the sector, Liz Clark, President and CEO of the Health & Fitness Association (HFA), told attendees during her President’s Address at the 45th Annual HFA Show.
The annual event has welcomed more than 10,000 attendees and 380 exhibitors across an expanded show floor that added 20,000 square feet to accommodate industry growth. More than 150 speakers are delivering business-focused education throughout the three-day event.
Speaking under this year’s theme, Stronger Together: Uniting the Industry to Advance Global Health, Clark reflected on how the industry has evolved in the five years since facilities were labeled non-essential during the pandemic and emphasized that the sector’s growing visibility is creating new expectations for leadership and coordination.
“We’re in the big leagues now,” Clark said. “Healthcare systems see us. Investors see us. Governments see us. And our customers expect more from us.”
Clark said the industry’s rising profile is rooted in measurable impact. Preventive health is increasingly central to conversations about chronic disease prevention, mental health, workforce productivity, and healthcare sustainability. As the industry gains credibility in healthcare, policy, and investment circles, she said, its continued progress will depend on deeper collaboration across operators, suppliers, and global partners.
Over the past year, HFA expanded its advocacy efforts at the state, federal, and global levels. Clark highlighted the association’s successful efforts to oppose proposed sales taxes on fitness services, increased engagement with lawmakers through its Advocacy Summit and Fly-In in Washington, DC, and strengthened coordination with international federation partners to align strategy across markets.
Clark also underscored HFA’s expanded research initiatives, including new benchmarking tools and key performance indicators designed to help operators measure growth, retention, affordability, and long-term sustainability. She pointed to global research demonstrating that when governments incentivize physical activity, the economic and public health returns are measurable and significant.
In addition, Clark previewed new research examining the intersection of weight-loss medications and physical activity, reinforcing the industry’s role in delivering sustainable health outcomes.
“For too long, fitness played defense,” Clark said. “That approach is no longer enough. Big leagues demand big leadership.”
Clark closed by urging more leaders across the industry to deepen their engagement with the association as members, advocates, and global partners, saying that the industry’s growing influence will depend on greater participation and coordination across the sector.
“HFA is answering the bell,” she said. “And this industry is stronger together.”
The HFA Show continues through March 18 at the San Diego Convention Center.
To learn more about The HFA Show 2026, go to healthandfitness.org/show.
