- Beyond Activ Europe 2026 opened in Madrid with 750+ executives from 450 companies across 30 countries, making it one of the largest fitness industry gatherings in Europe this year.
- The agenda centers on three strategic pillars: AI-driven competitive advantage, scalable franchise systems, and the transformation of fitness facilities into comprehensive health ecosystems.
- Featured speakers include leaders from Planet Fitness, Gold’s Gym, Fitness Park, VivaGym, David Lloyd Clubs, and Anytime Fitness, with quotes addressing technology, operational excellence, and international expansion.
- The event combines a full conference program with pre-scheduled one-on-one meetings and social networking activities designed to facilitate deal-making.
- Beyond Activ operates as a global platform with events across five regions, positioning this Madrid edition as a bellwether for industry investment and partnership trends in 2026.
June 24, 2026 — Beyond Activ Europe 2026 officially opened today at the Novotel Madrid Center, bringing together more than 750 senior executives from 450 companies and 30 countries in what organizers are calling the largest gathering of health, fitness, and wellness decision-makers on the continent this year. The two-day conference is designed to drive deal-making, forge strategic alliances, and shape the agenda for an industry undergoing rapid transformation.
Record-Breaking Attendance and Global Representation
The scale of this year’s event reflects the accelerating momentum behind the global fitness and wellness economy. Attendees include C-suite leaders and senior decision-makers from the world’s most influential fitness operators, franchise groups, equipment manufacturers, technology providers, investment firms, hospitality groups, and advisory companies.
Confirmed participating organizations include Planet Fitness, VivaGym, SC Fitness, Gold’s Gym, RSG Group, Fitness Park, Brooklyn Fitboxing, Lift Brands, David Lloyd Clubs, and Anytime Fitness, among many others. The breadth of representation — spanning more than 30 countries across Europe, the Americas, and beyond — underscores the industry’s increasingly international outlook.
Agenda Focus: Technology, Franchise Scalability, and the Health Paradigm Shift
This year’s program tackles the defining questions facing the fitness sector. Key themes include the strategic deployment of artificial intelligence and technology as a competitive differentiator, the mechanics of building scalable and profitable franchise systems, and the evolution of fitness facilities into comprehensive health and wellness ecosystems.
Panel discussions and keynote sessions are exploring how operators can move beyond technology adoption for its own sake toward genuine competitive advantage, how to transform gym floors into experience-driven community hubs, and how the industry can pivot from reactive disease care to proactive health management.
Industry Leaders Share Strategic Vision
Several prominent speakers shared their perspectives ahead of their on-stage appearances.
“Integrating technology is the best lever for unlocking exponential growth, but it is only an enabler — without a customer-centric vision, any technology investment is useless,” said Thomas Mendonça of Fitness Park.
Dr. Gloria Winters of YMCA USA framed the sector’s broader opportunity: “The opportunity is to move from disease care to true healthcare, combining data, technology, and human connection to prevent people from reaching crisis points.”
“The winning edge depends less on ‘AI wow moments’ and more on operational excellence,” said Jörg Fockenberg of Gold’s Gym and RSG Group. “Intuition remains fundamental in a people-driven business.”
“When movement becomes social, fun, and identity-driven, the general public joins in,” added Cameron Saunders of ukactive. “The challenge is turning facilities into experience ecosystems.”
Juan del Río, Board Member and former CEO of VivaGym Group, will share his perspective on blending data, AI, and human leadership: “In these times of AI, models, and predictive algorithms, I want to share with the Beyond Activ Europe audience the importance of cohesion and transcendence that must guide business projects with a sense of permanence. I speak of the future, and it should be long and intense.”
Pedro Simão, CEO of Balance Company, will focus on international expansion: “Growth is no longer about opening more clubs. It is about building operational models capable of traveling. I believe the next decade could be the most important growth period in the history of the Iberian fitness sector.”
Rene Swart, CFO of Lift Brands EMEA, highlighted what will define winning franchise models: “Convenience, simplicity, and operational scalability will define the winners. The future is moving from single-offer concepts to ecosystem brands that bring fitness, recovery, wellness, coaching, and community together under one trusted name.”
Beyond the Main Stage: Networking and Deal-Making
Beyond Activ Europe is structured to facilitate business outcomes beyond the formal program. The event features pre-scheduled one-on-one meetings connecting attendees with relevant partners, investors, and suppliers, alongside a welcome reception, social activities, and a farewell party designed to foster the informal conversations where real deals often take shape.
About Beyond Activ
Beyond Activ is the world’s leading investment and business development platform for the health, fitness, wellness, hospitality, and sports sectors. With events spanning Europe, the Americas, Asia, and Oceania, in addition to the World Summit in Saudi Arabia, Beyond Activ connects operators, investors, suppliers, and innovators to drive growth and unlock opportunities on a global scale. For more information, visit beyondactiv.com.
