HFA Show President’s Address & Keynote: Advocacy & AI’s Role in the Future of Fitness
Liz Clark and Shama Hyder outline how policy, technology and global expansion are shaping the fitness industry.
The HFA Show in Las Vegas kicked off with a powerful message from Liz Clark, president and CEO of the Health & Fitness Association (HFA), followed by a thought-provoking session from Shama Hyder, CEO of Zen Media. Together, the two leaders provided a compelling vision for the fitness and wellness industry — one rooted in advocacy, innovation and AI-driven personalization.
Liz Clark: Growth, Advocacy & The Power of Community
Clark opened the event by underscoring the industry’s rapid growth and evolution, emphasizing the HFA Show’s attendance, with over attendees from 90+ countries, 360+ exhibitors, and 215 speakers, 60% of whom are introducing new topics.
“We are growing, growing, growing,” Clark said, highlighting the industry’s resilience and the importance of adapting to change. She called on fitness leaders to embrace new innovations, pointing to AI-driven translation tools that now allow engagement across 65 languages and enhanced educational offerings that prepare businesses for the future of fitness.
Advocacy was a key focus of Clark’s speech, as she detailed how HFA has been working directly with the key government decision makers to secure fitness’s place in public health policy. “Advocacy is not a spectator sport,” she emphasized, urging industry professionals to actively participate in shaping policies that impact their businesses.
She invited attendees to join HFA in Washington, D.C., this spring, where members will meet with lawmakers to share their stories and push for policies that support gym owners, studio operators and fitness entrepreneurs.
Clark also teased future initiatives for HFA, including:
- A new association website designed for performance, engagement and connection
- Expansion into China, Japan, Brazil and Dubai
- The launch of the HFA Hall of Fame, honoring industry pioneers
- The return of popular reports that provide data-driven insights
She concluded by reinforcing the power of community and in-person engagement, declaring, “Few industries bring people together like health and fitness. There is nothing like doing business face-to-face.”
Shama Hyder: AI, Personalization & The Future of Fitness Businesses
Following Clark’s keynote, Shama Hyder, CEO of Zen Media and a renowned digital strategist, took the stage to discuss how AI is revolutionizing fitness business models, branding, and consumer engagement.
Hyder, who was just named to Inc.’s prestigious 2025 Female Founders 500 List
shared her insights into AI’s transformative potential. She dispelled fears that AI would replace human intelligence, instead framing it as a powerful tool for enhancing human capabilities.
“The future isn’t about competing with AI —I t’s about competing with AI as your partner, or even your doppelganger” Hyder explained.
She emphasized AI-driven personalization as a game-changer for fitness operators, helping brands tailor engagement strategies, optimize operations and refine retention efforts. Hyder also spoke about the rise of “dark social,” where consumers engage with content privately rather than on public platforms, urging brands to rethink how they track engagement.
To drive home her point, she issued a bold challenge to attendees: rely solely on AI for one day to solve at least one operational challenge. “Once you embrace AI fully, you’ll never go back,” she said.
For fitness and wellness operators, Hyder’s message was clear: embrace AI to create deeper human connections, personalize offerings and build community-driven spaces. “The brands that prioritize adaptability and innovation will lead the next era of fitness,” she concluded.
The address and presentation highlighted the fitness industry’s global expansion, with new partnerships and initiatives emerging worldwide. Advocacy efforts remain critical, as HFA works with policymakers to integrate fitness into public health policy. At the same time, AI is reshaping business operations, enabling greater personalization, marketing efficiency and consumer engagement.
Despite digital advancements, face-to-face connections remain invaluable, a point both Clark and Hyder underscored in their keynotes. The HFA Show continues throughout the week, featuring popular speakers, networking opportunities and business insights into the future of fitness and wellness.