attitudes toward health, and younger generations are driving a long-term movement that values physical activity as essential for both mental and physical well-being. Today, the association is the voice of the industry, championing the truth that physical activity is vital for the health of our communities–and fitness facilities are an important delivery source of organized physical activity. The message is clear: Fitness is no longer a trend; It’s a way of life. And HFA is here to ensure it’s a way forward. A GLOBAL RESOURCE FOR INTELLIGENCE AND INSIGHT HFA leads the industry in data-driven research, producing high-impact reports that shed light on consumer behavior, business performance, workforce retention, and investment opportunities. These insights not only support facility operators but also guide investors, helping unlock new growth across the sector. The scope and sophistication of HFA’s research continues to expand, reflecting the industry’s momentum and meeting the needs of operators and investors in this maturing, opportunity-rich industry. EDUCATING AND CONNECTING A GLOBAL COMMUNITY From signature events like The HFA Show and European Congress to the annual Fly-In and Advocacy Summit, HFA is committed to keeping professionals informed and connected. We have expanded our education through partnerships with MEFIT PRO in Dubai, Wellness & Fitness LATAM, Fitness Brasil and ChinaFit. Our flagship publication, Health & Fitness Business, reaches a diverse network of facility operators around the world—large and small, franchised and independent, boutique and low priced. Our members receive exclusive benefits such as free access to research, discounts on education events, and discounts on equipment, supplies, and services through group purchasing programs. LEADERSHIP AND VISION FOR THE FUTURE Under the leadership of President and CEO Liz Clark—who took the helm during the height of the COVID-19 pandemic—the association has forged relationships with global institutions such as the World Health Organization (WHO), the Global Wellness Institute, and the OECD to ensure exercise is part of the broader discussion on wellness. Clark has built a dedicated team of service-minded individuals who anticipate the needs of the industry and provide the research, education, and advocacy necessary to advance its members and the industry at large, As the number of gym-goers in the United States reaches a historic high and membership rates in many countries also continue to increase, HFA is poised to lead the industry through its next phase of growth.The pandemic permanently shifted public 72 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 09
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