The HFA Show 2025 took place from March 11-14, welcoming nearly 10,000 attendees, 363 exhibitors, 50 sponsors, and 215 speakers from around the world for three days at the Mandalay Bay Resort in Las Vegas.
On the latest Thought Leaders digital roundtable discussion, moderators Taylor Gabhart and Ralph Rajs sat down with Maria Gonzalez, the CEO of ClubFitness Greensboro; Mel Kleist, the CEO of East Bank Club; Marisa Hoff, partner of The Empower Group; and Rachel Reddish, the director of growth and planning at EoS Fitness.
The purpose of this panel was to debrief and share key takeaways from the HFA show, like how teams reflect after attending industry events. Since it’s impossible to see everything at the show, this discussion brings together top industry minds to exchange insights, different perspectives and key learnings, ensuring everyone maximizes the value of their experience.
Keynotes
The discussion kicked off by covering key takeaways from the three keynote speeches at the conference, highlighting themes of technology, advocacy and resilience.
One major topic was the integration of AI in marketing from the Zenoti-sponsored keynote by marketing strategist and AI expert Shama Hyder, founder and CEO of Zen Media.
Gonzalez touched on her biggest takeaway was the integration of AI in marketing, emphasizing that AI is no longer a luxury but a necessity for staying relevant in business. However, despite technological advancements, authenticity remains crucial, as trust and relationships cannot be replaced by automation.
Kleist echoed Gonzalez thoughts, adding, “If we get ourselves wrapped around this and really fully embrace what’s there, the art of the possible is really huge,” he said. “Just from a member journey experience, we’ve all kind of talked about how we can create member journeys for our members and using maybe old analytics and data. It was a little confusing and it’s not all packaged together, but with AI in the next year, every one of us is going to have an avenue to be able to. And I think that was what the message was, is that we really have something great here and we shouldn’t look at it as it’s going to replace trainers or something we do. It’s going to elevate it.”
Another significant takeaway came from Chuck Runyon’s fireside chat with Liz Clark, the CEO of HFA, which stressed the importance of advocacy in the fitness industry. The conversation underscored that business owners and operators must actively engage in state and federal advocacy efforts rather than relying on a select few to drive change. Advocacy, much like building momentum in a movement, requires collective action to be truly effective.
Lastly, Alex Rodriguez’s keynote resonated with many attendees, particularly his reflections on failure and resilience. He spoke candidly about his past mistakes, including his use of steroids, and the challenges of failing in the public eye. His transparency and vulnerability humanized him, reinforcing the idea that setbacks do not define a person, but rather how they respond to them.
“I really did like the blind spot idea he brought up because you can’t identify your own blind spots,” said Rajs. “You have to get help. To do that, you have to lean on other people. You have to rely on people you trust in order to get that and create some vulnerability around it for yourself to be able to. I thought that was very simple, but it was really pretty deep once you get down into it.”
Educational Sessions
The educational sessions covered a range of topics, with attendees sharing key takeaways and action items.
Reddish highlighted a session by David Van Daff, who emphasized the gym as a “third space” beyond home and work, serving as a community hub for socializing, collaboration and relaxation. Hoff discussed the Fit Guide session, which focused on hospitality in fitness, distinguishing customer service as reactive and hospitality as proactive, with a structured approach to member engagement. She stressed the importance of intentional training for instructors and front desk staff to enhance the member experience.
Kleist shared insights from HR and culture sessions, emphasizing that focusing on people leads to business success. He noted employee engagement is declining nationwide and urged fitness leaders to prioritize team motivation and purpose. Gonzalez, wearing both her operator and board member hats, contributed perspectives on broader industry trends and seeing the global impact of the industry.
Trade Show
When it came to the trade show, several products caught the attention of the panelists.
One standout for Hoff was Real Time Feedback, a platform that collects real-time feedback from both customers and staff using QR codes, helping operators address issues like broken equipment immediately. The platform also uses AI to personalize responses and track patterns in feedback.
In the recovery category, 3H Wellness Solutions’ acupressure bed and other innovative recovery tools caught attention, with some attendees noting their potential to complement growing recovery spaces in gyms. WellnessSpace Brands’ Polar Wave Dry Plunge, which offers cold therapy without the need for users to strip down or enter a traditional cold plunge pool. This innovative product provides a more inclusive and convenient experience, allowing users to adjust the temperature based on comfort.
Booty Builder showcased a new strength training apparatus that allows users to perform lunges and squats, offering a simple, adjustable design without excessive attachments, making it user-friendly.
In strength equipment, there was a clear trend towards functional training with more strength-based machines and less emphasis on cardio. Products like Total Gym’s pull-up machine were highlighted for their ability to aid individuals in practicing pull-ups, particularly beneficial for women. Additionally, Skelcore’s chrome dumbbells stood out for their aesthetic appeal and functionality.
Overall, the trade show demonstrated a shift toward functional strength training, innovative recovery solutions and more inclusive wellness options.
In conclusion, the HFA Show 2025 provided invaluable insights into the latest trends and technologies shaping the fitness industry. From the integration of AI in marketing and the importance of collective advocacy efforts to the focus on resilience and failure in leadership, the event highlighted the ongoing evolution of the industry.
Attendees left with a renewed sense of purpose and actionable takeaways from both educational sessions and the trade show, where innovation in recovery tools and functional strength training equipment was front and center. As the fitness landscape continues to shift, the show reinforced the need for adaptability, collaboration and a focus on authentic, meaningful member experiences to stay ahead in an ever-changing environment.
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