The Health & Fitness Association (HFA) has officially named Greta Wagner as its permanent President and CEO following a six-month interim tenure. Announced at Beyond Activ Americas in Dallas, the leadership appointment coincides with the launch of HFA’s comprehensive three-year strategic plan aimed at elevating member value, strengthening policy advocacy, and accelerating growth across the global health and fitness industry.
Proven Leadership for the Commercial Fitness Sector
Bringing over 40 years of executive experience—including three decades in senior leadership at Chelsea Piers and service on HFA’s Board of Directors (2019–2024)—Wagner led the collaborative development of the new roadmap alongside industry stakeholders.
“Greta has challenged us to think differently about how we serve our members, where we focus our resources, and how we measure success,” said Luke Carlson, Chair of the HFA Board of Directors. “This strategy is grounded in the real needs of fitness club operators and focused on delivering measurable industry impact.”
Five Strategic Priorities Driving Industry Growth
To empower gym operators, fitness equipment manufacturers, and wellness partners worldwide, HFA’s three-year plan centers on five core pillars:
1. Transforming Member Value & Engagement: Redesigning the membership model to provide year-round business resources, networking, and growth opportunities for commercial fitness facilities and suppliers.
2. Modernizing Events & Education: Reimagining The HFA Show and educational programming to foster stronger B2B connections and deliver high-ROI experiences for exhibitors, sponsors, and attendees.
3. Strengthening Policy Advocacy: Expanding state-level and federal legislative representation to protect fitness businesses and shape favorable regulatory policies.
4. Elevating Global Industry Influence: Positioning the fitness and wellness sector as an essential pillar of preventive healthcare among policymakers, media, and international partners.
5. Advancing Market Research & Intelligence: Delivering credible fitness industry data, economic impact reports, and consumer insights to guide strategic business decisions.
Looking Ahead to The HFA Show 2027
HFA has already initiated organizational updates and strategic partnerships to execute this vision. Industry leaders can explore these initiatives firsthand at The HFA Show 2027, taking place March 10–12, 2027, at the Mandalay Bay Convention Center in Las Vegas.
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