Shua Fitness has announced its support of the landmark 10th anniversary edition of Elevate, sponsoring the event’s biggest-ever waterfront drinks reception and reinforcing its long-term commitment to the UK market.

Taking place on 17 June at the Waterfront Street Kitchen & Bar outside Excel London, the reception will bring together exhibitors, delegates, speakers and partners to celebrate a decade of growth and innovation across the fitness and wellbeing sector.

Already established internationally as one of the world’s leading commercial fitness equipment manufacturers, Shua is using Elevate 2026 to strengthen relationships across the industry and support the future development of the UK fitness market.

Over the past two years, Shua Fitness has experienced rapid growth across Europe, strengthening its presence in key markets including Germany, Iberia, France and Poland. Building on this momentum, the company is now strategically focused on the UK, where it sees significant long-term opportunities and is investing in the partnerships and infrastructure needed to support future growth.

Visitors to Elevate 2026 will also have the opportunity to see selected SHUA equipment on display through UK partner Fitness Superstore at Stand C10, providing operators with a first-hand look at the quality, innovation and commercial performance that have underpinned Shua’s international growth.

Commenting on the Elevate partnership, Jon Johnston, country manager UK of Shua Fitness, said: “Elevate represents the ambition, energy and direction of the UK fitness industry, which is exactly why we wanted to support this milestone event.

“Our partnership with Elevate is about more than visibility at a trade show – it reflects Shua Fitness’ long-term commitment to the UK market and the role we believe we can play within it. This is an opportunity to build relationships with the operators, suppliers and partners who continue to shape such a dynamic and resilient industry.

“As the sector continues to evolve, operators are increasingly looking for partners who can combine innovation, operational reliability and long-term commercial value at scale. That is where Shua Fitness believes we can make a meaningful impact.”

Elevate 2026 takes place on 17–18 June at Excel London, bringing together more than 200 brands and one of the sector’s largest free education programmes.