11 min
Last week, the entire Virtuagym team was right in the middle of Europe’s fitness industry epicenter: the HFA Conference 2025 in Amsterdam.
As proud sponsors and attendees, we were surrounded by hundreds of business owners, operators, and innovators — all united by one goal: to shape the future of fitness, together.
Over two days, the focus wasn’t on gadgets or fleeting trends. It was on the real questions that matter right now:
- How can gyms become places where people recover — both physically and mentally?
- How do we embrace AI without losing our human connection?
- And how do we build sustainable business models that go beyond just memberships?
From inspiring keynotes to data-backed panel discussions on technology, communities, and wellbeing, the energy was contagious.
And believe us — the hallway conversations were just as valuable as what happened on stage. 😉
In this blog, we’re sharing the key highlights, numbers, and trends from the event — practical insights you can take back to your gym or studio tomorrow. 🚀
What Is the HFA Conference?
The HFA Conference 2025 is the premier annual event where Europe’s fitness leaders, investors, suppliers, and industry partners gather to connect, share knowledge, and shape what’s next.
This year’s 22nd edition was hosted in the iconic Beurs van Berlage in Amsterdam.
The Health & Fitness Association (HFA) is a nonprofit trade organization with a mission to support, protect, and grow the global fitness industry.
That’s not just talk: HFA reinvests revenue from its worldwide events directly into advocacy, research, and education.
So by participating in the HFA European Congress, you’re actively contributing to the growth and support of the entire sector.
What Can You Expect From HFA Conference 2025?
Here’s what made the 2025 edition powerful and relevant — especially for clubs and studios focused on access, support, and long-term impact:
Inspiring keynotes and panels
From leading voices in the fitness, wellness, and technology industries — both from Europe and abroad.
Exclusive reports and data deep dives
Including the HFA Global and Wellness Reports launched during the event — giving operators insights to build smarter programs and more resilient businesses.
A buzzing sponsor and expo area
Where innovative services, products, and technologies were on full display — from digital fitness tools to operational software.
Networking moments and roundtables
To connect property managers, investors, and developers — all working toward smarter operating models and better experiences for members and staff.
Exclusive excursions
To forward-thinking clubs and studios across Amsterdam — offering a rare behind-the-scenes look at how innovation is applied in real life.
Key Takeaways from the HFA Conference 2025
The HFA Conference brought together some of the most influential voices in the global fitness industry — leaders who actively shape the direction of our sector.
And their message?
This industry isn’t about more machines or trendier apps.
It’s about staying relevant, being deeply human, and building scalable growth models that deliver real value to communities.
Phillip Mills (Les Mills) — “The Power of Reinvention”
Kicking off the event, Mills delivered a clear warning: brands that don’t reinvent themselves will disappear. If you want to stay in the game — let alone grow — you need to embrace change, even when it’s uncomfortable.
This message echoed across several talks, especially those focused on operating models, prevention, and long-term investment in health.
Hugo Braam (CEO, Virtuagym) — “We’re evolving from fitness clubs to community hubs.”
Gyms and studios are no longer just places to train. They are becoming safe spaces — modern gathering points where people find support, connection, and a break from daily pressure.
These hubs are crucial for building stronger communities, and they hold untapped potential for developers and property managers looking to invest in wellness-driven spaces that empower people, families, and even children.
Christian Kromme (AI Futurist) — Humanizing technology through AI
Kromme’s talk focused on the role of AI in amplifying human potential. “Automation won’t replace trainers,” he said. “It will make coaching more personalized, more scalable, and more impactful.”
His vision aligns with Virtuagym’s mission: using science-backed tools to support both trainers and members through intelligent, data-informed programs.
Clive Chesser (CEO, PureGym) — A blueprint for High-Value, Low-Price success
Chesser provided a transparent breakdown of how PureGym scaled across Europe with its HVLP model.
His insights offered a clear roadmap for clubs aiming to maximize access, reach underserved markets, and deliver value at scale — without compromising on quality, safety, or experience.
Investment Spotlight: Fitness is Now a Full-Fledged Asset Class
In a standout panel featuring Morgan Stanley and Nordic Capital, one message hit hard: fitness is officially recognized as a serious investment category.
There’s capital, innovation, and momentum ready to fuel smart solutions. The data supports it, and the opportunities are growing — fast.
From Workouts to Recovery
One of the most powerful moments of the week:
“We no longer go to the gym to recover from training — we go to recover from life.”
This speaks volumes about where the industry is heading.
Fitness today is less about muscle gain or weight loss, and more about restoring balance, building mental resilience, and helping people recharge in a world that never slows down.
Gyms and studios are evolving into modern sanctuaries — places where people clear their minds, replenish energy, and find a moment to breathe.
It’s not just about physical transformation anymore. It’s about helping people feel safe, seen, and stronger — inside and out.
The Power of People: Where Real Growth Begins 🧡
Technology and trends might dominate the headlines at events like the HFA Conference 2025, but what really drives this industry forward? People.
“One great team member can win and retain hundreds of clients.”
This quote — shared during one of the event’s most powerful sessions — reminds us that real change starts with the professionals on the gym floor, not with tech stacks.
Whether you’re an independent gym owner, a studio operator, or part of a larger network of property managers and developers, your team is your most important asset.
❌ Not the machines.
❌ Not the software.
✅ The people.
They create trust, elevate the experience, and generate loyalty — outcomes that can’t be bought, but can be built. And that’s exactly what fuels long-term membership, retention, and community building.
Phillip Mills (Les Mills International) emphasized this too: their brand didn’t scale globally because of flashy machines or expensive marketing. It grew because of passion, culture, and a sense of family.
That’s the mission for every fitness operator today: invest not just in tools, but in people-first leadership.
Because one motivated coach can make all the difference between a member who churns and one who becomes part of your community for years. 🚀
The Fitness Industry Is Growing — And Shifting
According to the HFA Global Report 2025, fitness is accelerating. 📈
- Global membership up by 6%
- Industry revenue up by 8%
- More clubs and studios opening in communities worldwide
But the real insight isn’t in the numbers. It’s in the shift in meaning.
As Virtuagym CEO Hugo Braam shared at the HFA Conference 2025:
“We’re moving from gyms to community hubs.”
That’s a foundational shift — from spaces focused solely on workouts to places that offer real support, access to wellness, and resources for recovery, balance, and human connection.
These aren’t just fitness facilities anymore. They’re emerging as anchors for families, children, and entire communities, offering services that align closely with broader health, prevention, and education goals.
Understanding this change is key for those working in development, policy, and funding: the gym is becoming an extension of the home — a space that contributes to better living, mental health, and even achieving the American Dream through wellness access.
Those who get this aren’t just building gyms — they’re building movements. And that’s the growth model of the future. 🧡
The Future of FitTech 🚀
Innovation was everywhere in Amsterdam — from HYROX competitions and gamified group workouts to tech-forward Reformer Pilates concepts for Gen Z and Gen Alpha.
Virtuagym also took the spotlight, launching Virtuagym Connect — a smart fitness companion that tracks reps and sets while adding competitive, fun layers to every session.
This isn’t about replacing trainers — it’s about enhancing the human experience through technology.
Three FitTech Takeaways from the HFA Conference 2025:
- AI and connected strength don’t eliminate trainers — they help make coaching more personalized, consistent, and scalable.
- Gamification is emerging as a major tool to support those struggling with motivation or routine. It transforms fitness into a meaningful and repeatable experience.
- Fitness is becoming the front line of healthcare. Preventive wellness, mental health, and lifestyle education are moving to the forefront — and gyms are key players in this prevention-driven ecosystem.
At the core? It’s not about replacing the human touch — it’s about equipping trainers, coaches, and partners with the tools and data to do what they do best, at scale.
It’s Not About Memberships — It’s About Belonging
The HFA Global Report shows a clear divide:
- Traditional gyms lose nearly 50% of new members within 6 months
- Boutique studios retain up to 75% 🤯
What’s driving the difference?
Not price, not machines, and not Instagram followers.
It’s experience.
As one speaker said:
“A boutique studio doesn’t sell dumbbells. It sells belonging.”
In 2025, members aren’t just looking for access to a facility — they’re choosing a place where they feel seen, supported, and connected to something larger than themselves.
That means your competition isn’t just other gyms. It’s also Netflix, cafés, and any place where people feel comfortable and inspired.
Your vision, as a fitness operator or developer, should center on this:
Don’t sell a subscription. Build a transformative experience — one that aligns with real needs, family values, and health goals.
In today’s landscape, experience is no longer optional — it’s your retention strategy, your growth engine, and your value proposition to a world that desperately needs more places of hope, health, and human connection.
Collaboration & Connection 🤝
One message echoed throughout the HFA Conference 2025: growth doesn’t happen in isolation — it happens through collaboration.
As Phillip Mills put it:
“It’s incredibly important that people in our industry share their best ideas. That’s where real growth begins.”
That spirit was alive in every corner of Amsterdam. From candid conversations between boutique studio owners to international panels led by industry figures like Hans Muench and Florian Cartoux of the HFA, the energy was contagious.
For two full days, the congress became a vibrant hub of knowledge-sharing, innovation, and meaningful connections between fitness professionals, property managers, and wellness partners.
Because one thing is clear: the future of fitness won’t be built through competition — it will be built through connection. 🧡
Leading the Future of Fitness
For us at Virtuagym, the HFA European Congress confirmed what we’ve already seen emerging:
The next era of fitness is connected, community-driven, and fueled by partnerships. We’re entering a new phase — one where technology and people work together to deliver better health, stronger communities, and access to powerful, inclusive programs that make a difference.
Introducing Virtuagym Connect 🚀
At the HFA Conference 2025 in Amsterdam, we officially launched Virtuagym Connect: the next leap in smart strength training.
This game-changing solution upgrades traditional equipment into intelligent machines — reshaping the member experience with science-driven feedback and real-time data tracking. 🚀
Because let’s face it: it’s 2025. Who wants to log reps and weights by hand?
With Virtuagym Connect, members get automatic tracking of sets, reps, and weight — with immediate feedback and clear progress tracking. It’s a solution that helps clubs create smoother, more motivating training sessions that align with member goals and improve retention.
What Does This Mean for Fitness Entrepreneurs?
- ✅ Seamless & scalable: Works with your existing strength machines — no expensive replacements needed.
- ✅ Plug-and-play: Easy setup and instantly connects with 700+ exercises from the Virtuagym library.
- ✅ Smart personalization: Automatically adapts to each member’s level and training history.
- ✅ Full integration: Syncs with your Virtuagym apps, coaching tools, and member profiles.
- ✅ Gamified experience: Rewards, feedback, and interactive challenges keep motivation high — even for beginners.
It’s built for real operators, real people, and real results.
Book Your Free Demo
Virtuagym Connect makes smart strength training accessible for any club — large or small.
Want to see how it boosts engagement, drives retention, and gives your members a powerful new experience?
➡️ Book your free demo and discover the future of Smart Strength today
Explore More Innovation from Virtuagym
We’re just getting started.
- With our new Virtuagym Kiosk, clubs can now seamlessly integrate with top health data systems like InBody, Tanita, and Accuniq — offering real-time access to body composition metrics and health reports from one unified platform.
- With MAX AI Coach, you can create full training programs in seconds — smart, personalized, and scalable.
- And thanks to our open platform and extensive partner network, we’re helping studios evolve into full-service community hubs — places where people train, connect, recover, and thrive.
Whether you’re serving athletes, families, or children, our tools give you the resources, access, and flexibility to support long-term health journeys and empower education at every level.
Final Takeaway
The message from Amsterdam was crystal clear: our industry is stepping into a new era — one where human connection, wellbeing, and technology converge.
And at Virtuagym, we’re proud to lead that change. Together with thousands of operators, developers, and visionaries, we’re building a sector that’s not only fit — but resilient, connected, and ready for what’s next. 🧡
✈️ The next HFA Conference will take place in San Diego, USA — March 16–18, 2026. Mark your calendar and get ready to continue the mission.
