It's one of the largest events in health and fitness, period. Every year, The HFA Show brings together fitness professionals from around the globe for a week of learning, networking, and reconnecting. This article covers what to expect at The HFA Show 2026, plus helpful tips, pricing details, and how to make the most of it. See you all in San Diego, March 16 to March 18.
What Is the Health & Fitness Association?
The Health & Fitness Association (HFA) is the leading trade organization for the global fitness industry, representing gyms, health clubs, fitness studios, and wellness businesses worldwide. Its mission is to grow, promote, and protect the industry while advancing global health through physical activity.
The HFA community is massive, and so is its ecosystem. According to the HFA's 2025 Fitness Industry Benchmarking Report, responding companies reported a median EBITDA margin of 23.6%, with high-profit operators exceeding 35%. Tools like Replify are designed to help you get even more value out of your fitness business. Replify connects your gym or studio to AI-powered sales and customer service automation so you can capture more leads and convert more members without ever missing a call or inquiry.
The State of the Fitness Industry in 2025
The fitness industry has never been stronger. According to William Blair's July 2025 industry report on the fitness sector:
- 24.9% of Americans now belong to a fitness club, up more than 600 basis points over the past decade
- Nearly 83 million Americans hold gym memberships
- Fitness club membership grew nearly 6% in both 2023 and 2024
- U.S. fitness club memberships have risen roughly 20% since 2019
- There are approximately 55,000 commercial fitness clubs operating in the United States
The HFA's 2025 Benchmarking Report reinforces the industry's financial health, with median annual revenue per location reaching approximately $2.5 million and a 9.9% median year-over-year revenue change. Clubs also achieved a 5.5% increase in net membership, demonstrating sustained consumer demand for fitness services.
For gyms and fitness studios looking to capitalize on this growth, the key is converting the 75% of Americans who still don't belong to a fitness club. That's where AI-powered solutions like Replify's AI receptionist come in, helping facilities respond to every lead 24/7.
What Is The HFA Show?
The HFA Show is the must-attend annual conference and trade show where the global health and fitness community comes together. It provides attendees with unparalleled opportunities to learn from industry leaders through hundreds of sessions that cater to all levels of expertise.
Here's why you should attend:
- Skill Up: Dive into hands-on training sessions and breakout workshops, covering everything from sales and marketing to programming and leadership.
- Gain Insights: Keynote speeches and presentations from fitness visionaries will expand your perspective on how the industry is evolving.
- Network: Build meaningful connections with like-minded professionals within the vibrant global fitness community.
- Discover Innovation: Witness cutting-edge demos, discover new products and equipment, and see how others are transforming their businesses with technology and AI for gyms.
HFA Show FAQ
- When is The HFA Show 2026?
- Monday, March 16 to Wednesday, March 18, 2026
- Where is it?
- San Diego Convention Center, California, USA
- Will there be virtual options?
- Check with HFA for livestream and on-demand session availability
- What should I wear?
- Smart casual. Athleisure and sneakers are totally fine. Prioritize comfort.
- Do I need to book early?
- Yes. If you want the best rates and session access, don't wait.
Going to The HFA Show 2026? Stop by the Replify booth for smarter AI-powered sales solutions and swag that doesn't suck. Or just book a demo now and show your team how much time you'll save. See you in San Diego.
The Venue: San Diego Convention Center
The HFA Show 2026 is happening at the San Diego Convention Center (SDCC), the same venue that hosts Comic-Con. It's downtown, right on the water, across from Petco Park and steps from the Gaslamp Quarter. The venue is massive and walkable from dozens of hotels.
Getting there is easy. The airport's about 20 minutes away, and rideshares are everywhere. The SDCC can accommodate thousands of attendees and features an outdoor promenade, big session halls, and a huge dining atrium.
The atmosphere is professional, but it never feels too stiff. It's more like a reunion for people who love fitness and wellness.
Schedule Overview
Here's what to expect for the 2026 schedule:
- Sunday, March 15: Early check-in. Potential pre-conference training and certifications.
- Monday to Wednesday: Sessions, keynotes, Hall of Fame ceremony, and community events.
- Every morning: Early morning workouts hosted by exhibitors.
- Day sessions: Run from around 8 a.m. to 5 p.m.
- Trade show floor: Opens March 17-18 with 250+ exhibitors showcasing the latest equipment, programming, and software.
The official app will be released closer to the event, and the detailed schedule will drop about a month before.
Featured Keynote: Jesse Itzler
The 2026 keynote speaker is Jesse Itzler, a successful serial entrepreneur who sold Marquis Jet to Warren Buffett, was part of the sale of Zico Coconut Water to Coca-Cola, and sold his endurance hiking company 29029 to iFit. He has a passion for endurance challenges including the Ultraman and is an author of "Living With a Seal" and "Living With Monks."
HFA Show Education Tracks
The HFA Show features targeted education tracks designed to empower leaders across the health and fitness sector:
- Staff Management: Build & lead your team with effective recruitment and performance management strategies.
- Sales & Marketing: Learn to attract and retain clients with innovative strategies and proven techniques. (Looking for an edge? Discover how AI sales agents are transforming lead conversion in the fitness industry.)
- Research & Advocacy: Analyze industry-leading research on global wellness and consumer trends from the Health & Fitness Association.
- Technology & Operations: Dive into tools and systems that enhance efficiency and integrate technology, including AI for recreation facilities.
- Programming: Create impactful fitness programs that engage and inspire.
- Retention & Experience: Discover techniques to enhance client experience and increase retention.
- Leadership & Career Growth: Unlock your potential with leadership insights and career development strategies.
- Studio: Explore trends shaping the boutique fitness industry. AI for spas and wellness centers is a growing topic.
- Industry Partner: Learn about the research, equipment, and technology shaping the future of wellness.
Looking for CECs? The HFA Show offers continuing education credits across multiple sessions.
The HFA Show 2026 Theme
This year's HFA Show rallies around a powerful message: Stronger Together. It's more than a tagline—it's a call to action for an industry that thrives on community, connection, and collective impact. The theme reflects the Health & Fitness Association's vision of uniting the industry to advance global health, recognizing that gyms, studios, and wellness centers don't just compete—they collaborate to grow the entire market. With 75% of Americans still not belonging to a fitness club, the opportunity isn't about taking share from each other; it's about expanding the pie together.
From independent studio owners to multi-location operators, from equipment manufacturers to technology providers like Replify, the fitness ecosystem succeeds when we share best practices, advocate for the industry's role in public health, and push each other to deliver better member experiences. The "Stronger Together" theme will be woven throughout keynotes, education sessions, and networking events—a reminder that the connections you make on the trade show floor and in the hallways of the San Diego Convention Center can shape the future of fitness.
Why the Timing Matters: Generational Tailwinds for Fitness
According to William Blair's industry analysis, Millennials and Generation Z account for about 65% of domestic fitness club members, with membership among those under 25 growing at a 7.3% compound annual rate over the past three years. A recent Mindbody survey also indicates Generation Z preferences skew heavily toward strength training.
This generational shift is driving demand for:
- More technology-integrated experiences
- 24/7 responsiveness (which is where AI receptionists excel)
- Personalized communication across text, email, and phone
- Seamless digital-to-physical member journeys
Multi-location operators are investing heavily in AI customer service to meet these expectations at scale.
HFA Registration Options & Pricing
Conference + Trade Show (1, 2, or 3 Day)
Full access to everything The HFA Show has to offer:
- Keynotes
- Education Sessions
- Industry Partner Sessions
- International Forums
- Early Morning Workouts & Exercise Classes
- Trade Show Exhibits
- The HFA Show Kick-Off Party
Trade Show Only (March 17-18)
Two-day access to the trade show and select industry-partner-led educational sessions:
- Industry Partner Sessions
- Early Morning Workouts
- Exercise Classes
- Trade Show Exhibits
Early Bird Pricing: Register early for discounted rates. HFA members receive additional discounts and exclusive networking opportunities.
View current pricing and register
HFA Show Hotels & Accommodations
The main hotels fill up fast. Consider booking at hotels immediately adjacent to the SDCC for maximum convenience. Popular options include:
- Hotels in the Gaslamp Quarter
- Marina District properties
- Hotels near Petco Park
If you're on a budget, check out nearby hotels in Little Italy or East Village. Airbnb is another option. The venue is easy to reach from almost anywhere downtown. Book early. Even the affordable spots get snapped up quickly.
Tips for Attendees
Register early. Prices go up, and rooms get booked. Don't wait.
Wear comfortable shoes. Expect to walk. A lot. Think 15,000 to 20,000 steps a day between sessions, the trade show floor, and exploring San Diego.
Bring sunglasses and a hat. The outdoor terrace is a hidden gem. Great for meals, email catch-up, or impromptu meetings. The San Diego sun hits hard, especially if you're used to gloomier climates.
Pack workout clothes. You're at a fitness conference. Take advantage of the early morning workouts and try new programming from exhibitors.
Talk to people. The fitness community is friendly, and almost everyone is willing to have a conversation. This is your chance to connect with peers from around the world.
Download rideshare apps. If you don't have a pre-arranged ride from the airport, have Uber or Lyft ready. These will also help with quick trips to Coronado, Balboa Park, or other San Diego destinations just out of walking distance.
Explore San Diego. While you're here, take time to explore everything this vibrant coastal city has to offer. From the historic Gaslamp Quarter to the cliffs of La Jolla, there's plenty to see beyond the convention center.
The Business Case for Attending
With membership dues accounting for approximately 76% of fitness facility revenue according to the HFA's 2025 Benchmarking Report, operators are increasingly focused on diversifying into wellness, recovery, and ancillary services. The HFA Show is where you'll discover:
- New revenue streams beyond traditional memberships
- Technology solutions for multi-location businesses
- Strategies for improving your EBITDA margin (the industry median is 23.6%, but top performers exceed 35%)
- Insights from operators who've achieved the 9.9% median revenue growth the industry is seeing
For small and medium fitness businesses looking to compete with larger chains, The HFA Show provides actionable strategies and technology partnerships that can level the playing field.
Don't Miss Replify at The HFA Show 2026
Visit Our Booth: Stop by the Replify booth on the trade show floor to see our AI sales agent in action. We'll have real-time demos, live Q&A, and AI-powered strategies tailored for multi-location fitness operators.
Join Our Session: Attend our featured session on "AI as a Sales Agent for Fitness Businesses," where Replify CEO Tony Small will walk attendees through case studies showing how AI accelerates lead capture, improves customer touchpoints, and drives measurable ROI.
Why attend Replify's demo and session:
- Discover how AI can handle leads 24/7, freeing up staff to focus on service and member experience
- Learn from real-world examples of gyms and studios achieving impressive ROI with conversation-driven AI
- Experience firsthand how our platform uses automation while keeping engagement, empathy, and conversions at the forefront
- See how Replify's outbound AI sales can help you proactively reach leads who haven't converted
Ready to see what Replify can do before the show? Book a demo or try it free.
Industry Resources
Before you attend, brush up on the latest industry insights:
- HFA Research & Insights - Industry benchmarks and consumer trends
- Replify AI Blog - AI strategies for fitness businesses
- Replify Case Studies - Real results from gyms using AI sales agents
- Replify Events - See where we'll be throughout the year
About This Guide
We hope this guide helps you get the most out of The HFA Show 2026. Whether you're a first-time attendee or a returning veteran, San Diego is the place to be for fitness professionals looking to learn, connect, and grow.
The fitness industry is experiencing unprecedented momentum, with nearly 25% of Americans now belonging to fitness clubs and membership growth accelerating. The operators who thrive will be those who embrace technology, optimize their operations, and never stop learning.
See you there!
Sources: William Blair Equity Research, "High-Volume, Low-Price Fitness Clubs Are Driving Growth and Investment," July 2025; Health & Fitness Association, "2025 Fitness Industry Benchmarking Report," based on 2024 financial and operating data from 175 companies representing 17,000+ facilities.