A Strategic Guide to HFA 2026
As the fitness industry looks ahead to HFA 2026, one voice stands out for decades of experience and insight: Luke Carlson, a longtime fitness professional, studio owner, and Chair of the HFA Board of Directors.
Luke has attended every HFA (formerly IHRSA) for more than 20 years, and in his latest blog, he shares the five key ways he approaches the show each year—from connecting with colleagues and exploring cutting-edge equipment to soaking up educational sessions and reflecting on the future of the industry. His perspective provides a roadmap for anyone looking to get the most out of this global gathering of fitness professionals.
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We are weeks away from the global gathering of fitness professionals, health club operators, and industry suppliers – The Health and Fitness Association Show in San Diego, CA. The keynote presentations, educational sessions covering every aspect of leading a thriving fitness business, and a tradeshow that spans football fields worth of space, showcase innovative exercise equipment that both reflects current trends and, in many cases, sparks the trends our industry is about to experience.
This will be my 22nd HFA (formerly IHRSA – International Health Racquet and Sportsclub Association).
I’ve prioritized attending HFA every year for two primary reasons. Firstly, I’m passionate about learning. I want to learn and apply those learnings so I can become a better leader and grow a more profitable business. But more importantly, learning has another role. Howard Schultz, the long-time CEO of Starbucks observed that people often assume that if we are passionate about something, we’ll go out and learn more about it. However, Schultz asserts that he never found that to be the case; and in fact, it was an inverted relationship. It’s not that passion leads to learning, but instead, it’s that learning actually stokes our passion. I’ve attended HFA every year to learn about every conceivable business topic so that my passion for the business increases.
Second, I’ve prioritized attending HFA every year because of the relationships with fellow operators, vendor-partners, and speakers. Sharing struggles, discussing strategy, and celebrating wins with colleagues is invaluable; many of my most valued relationships have been forged at HFA.
Over these two decades, I’ve shaped five fundamental focuses that I bring into this event—principles I encourage you to adopt as you see fit.
1. Learn what the industry is doing, and decide how you want to be different
Many attendees at HFA, or any large conference, come to learn industry trends and adjust their strategies accordingly—they follow the trend. I take a different approach. I attend the show, pay attention, take notes, talk to everyone, and assess the direction of the industry. Then, I step back and think about how our business can stand apart. Differentiation is the foundation of strategy, and a show like HFA gives us the insight needed to make intentional, distinctive choices.
2. Soak up educational sessions and keynotes
Much of my knowledge, philosophy, and tactics around leadership, management, customer experience, and technology have come from sessions delivered by thought leaders at HFA. I make sure to fill my notebook with ideas, approaches, and strategies that can be applied to my business. These sessions are a chance to learn from some of the best minds in the industry, often sparking innovations we can bring home.
3. Connect deeply with colleagues
Each year, I make a point of gathering with about 10 of my closest industry colleagues from around the world. While we enjoy sharing meals and laughs, the real purpose is to have some of the deepest conversations of the year about our businesses, goals, and the future of the industry. We ask tough questions, challenge assumptions, and learn from each other. The beauty of our industry is that everywhere you look, there is always a mentor, teacher, or colleague ready to support growth and inspire new thinking.
4. Take advantage of early morning workouts
On the final day of the tradeshow, the floor opens for early morning workouts. This is a unique opportunity to train on the equipment we’re considering for our facilities. It’s more than just sampling machines—we go all out, performing full workouts on the equipment that matters most to us. For me, this is one of the most exciting parts of HFA each year.
5. Reflect with your team and think bigger about the future
During lunches, dinners, or even by the pool, my staff and I gather with notebooks in hand to discuss our learnings. We ask: What did we learn? How can we apply it? How can we think bigger? These sessions spark some of my favorite conversations of the year, helping us leave the show with actionable strategies to implement and ideas to push our business forward.
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With 22 years of HFA experience, Luke knows the event is about more than observing trends; it’s an opportunity to learn, connect, and think strategically about the future of your business. By following his five focuses, attendees can approach HFA with intention, leaving with insights, inspiration, and actionable ideas that can make a meaningful impact.
Whether you’re a first-time attendee or a seasoned veteran, Luke’s perspective offers practical guidance for maximizing the value of every moment at HFA 2026. If you haven't already, claim your free tickets to the show today.