The Health & Fitness Association (HFA) announced a new strategic plan and vision designed to strengthen the association, deliver greater value to its members, and expand its influence as the leading voice of the global health and fitness industry.
The announcement marks an important milestone after six months of focused work to evaluate the association’s priorities, engage industry leaders, align its leadership team and establish a clear roadmap for the future.
HFA also announced that Greta Wagner has accepted the permanent role of president and CEO, providing continuity of leadership as the association moves decisively from strategy development to execution.
Over the past six months, HFA has undertaken a comprehensive review of how the association serves its members, supports their businesses and represents the broader industry. That work has resulted in a renewed strategic direction centered on strengthening membership value, prioritizing state-level advocacy while maintaining a strong federal presence, modernizing events and education, advancing industry research, and elevating the reputation and influence of health and fitness worldwide.
At the heart of the strategy is a clear commitment: to build a stronger, more relevant, and more influential trade association that protects, promotes, and helps grow its members’ businesses and the industry they represent.
“Over the past six months, Greta has worked closely with the Board, leadership team, and industry stakeholders to establish a clear and ambitious path forward for HFA,” said Luke Carlson, the chair of the HFA Board of Directors. “She has challenged us to think differently about how we serve our members, where we focus our resources, and how we measure success. The result is a strategy grounded in the needs of our industry, supported by an aligned leadership team and focused on meaningful results. The Board has tremendous confidence in Greta’s ability to lead this next phase of growth and impact.”
“We have spent several months listening, evaluating, challenging ourselves, and building a strategy that positions HFA for the future,” said Wagner. “We have established a clear direction, aligned our priorities, and begun putting the people and processes in place to deliver. I’m excited to continue leading this work as we move from planning to action, building a stronger, more influential association centered on our members and committed to protecting, promoting, and growing their businesses and our industry.”
A Strategy Built for Action and Measurable Impact
HFA’s strategic plan is organized around five priorities, each supported by defined initiatives, leadership accountability and measurable goals:
- Transforming membership value and engagement. Redesigning the membership experience to better reflect the needs of operators and industry partners, strengthening year-round engagement, improving access to resources, and creating meaningful opportunities for members to connect, contribute and grow their businesses.
- Modernizing events and education. Reimagining The HFA Show and designing educational programming to deliver more relevant content, stronger business connections, innovative experiences, and increased value for attendees, exhibitors, sponsors and industry partners.
- Strengthening advocacy and industry representation. Expanding HFA’s state-level advocacy efforts to address the legislative and regulatory issues that most directly impact members’ businesses, while maintaining a strong and influential presence at the federal level. The association will deepen member engagement in shaping policy priorities, strengthen its ability to respond to emerging challenges, and provide practical guidance and resources to help businesses navigate an increasingly complex policy environment.
- Elevating the industry’s reputation and global influence. Strengthening HFA’s position as a trusted voice with policymakers, health care leaders, the media, and the public, while expanding strategic partnerships and international relationships to advance the recognition and influence of the health and fitness industry.
- Advancing research and practical industry intelligence. Expanding credible research, data, and insights that demonstrate the economic, social, and health impact of the industry, inform public policy, and equip members to make better business decisions.
The strategy reflects an important shift toward a more proactive, member-centered association, with greater emphasis on collaboration, accountability, and results. HFA’s leadership team is translating these priorities into actionable plans, with initiatives already underway and clear objectives for the coming years.
“An effective trade association must do more than represent its industry. It must anticipate challenges, create opportunities, bring people together, and deliver value that members can see in their businesses,” said Wagner. “That’s the standard we’re setting for HFA. Our success will be measured not simply by what we offer, but by the difference we make for our members and the strength of the industry we collectively represent.”
HFA is well underway strengthening its organizational structure, evaluating its membership model, expanding industry relationships, and identifying new opportunities for collaboration and growth. HFA has engaged its Board and membership leadership in shaping the association’s future. It has advanced new strategic partnerships, strengthened international connections, and begun aligning its resources and operations around its long-term objectives.
Wagner’s appointment provides continued leadership and momentum as these initiatives move forward. She brings more than 40 years of health and fitness industry experience, including three decades as a senior executive at Chelsea Piers, where she led complex operations, developed high-performing teams, and helped grow businesses centered on the member experience. She also served on HFA’s Board of Directors from 2019 to 2024.
“The foundation is in place, our team is aligned, and we have a tremendous opportunity ahead,” said Wagner. “There is significant work to be done, and it will take the commitment and engagement of our members, partners, Board, and staff to achieve our goals. But that is exactly what makes a trade association powerful. A strong association needs an engaged membership, and a strong industry needs an association that is prepared to lead. We intend to be that association.”
Looking Ahead: The HFA Show 2027
HFA will bring its strategic vision to life at The HFA Show, March 10–12, 2027, at the Mandalay Bay Convention Center in Las Vegas, where members and industry leaders from around the world will have an opportunity to engage with the association’s priorities, learn about new initiatives and help shape the industry’s future.
Under the theme United in Purpose, Mobilized for Change, the show will reflect the association’s renewed commitment to collaboration, innovation, and action, bringing together the people, ideas and partnerships that will drive the next phase of industry growth.
The message is clear: HFA’s future will be built through collective commitment, active engagement and a shared determination to strengthen the businesses and communities the industry serves.
Learn more about the show and register at healthandfitness.org/show.
