The HFA Show 2025 is almost upon us.

Set for March 12-14 in Las Vegas, this year’s show will mark the first event held under the new Health & Fitness Association name, featuring an expanded conference lineup, a robust trade show floor and keynote speakers including Alex Rodriguez and Anytime Fitness founder Chuck Runyon. 

To get you primed and ready for this year’s HFA Show, Athletech News breaks down some of the key trends shaping the fitness and wellness industry in 2025, and previews how these topics will feature in the panel discussions, floor exhibits and networking conversations you’re sure to experience during your three days in Vegas. 

What’s the Fitness Industry’s Future in Washington, DC?

Say what you will about Robert F. Kennedy Jr.’s “Make America Healthy Again” movement, but the fitness industry has something going for it that it hasn’t for a long time, if ever: a voice in Washington, D.C., that’s receptive to the power of exercise in driving healthcare reform. 

Speaking during the ATN CEO Summit in January, HFA leaders Mike Goscinski and Jeff Solsby discussed how the fitness industry’s top trade association was preparing for the administration of President Trump. 

“We’re super excited because we’re facing an administration (where) for the first time … we see a receptive voice to understanding the benefits of physical activity and the intervention that’s needed from the federal government to allow more people to have access to it,” Goscinski said. 

What could MAHA mean for the fitness industry? It might lead to more support for legislation like the PHIT Act, a bill that would amend the IRS tax code to allow Americans to spend tax-free healthcare dollars from health savings accounts (HSA) and flexible spending accounts (FSA) on fitness-related purchases like gym memberships and equipment.

In the absence of legislation like PHIT, major fitness brands including Orangetheory, F45 Training and ABC Fitness are taking matters into their own hands, partnering with telehealth platforms designed to simplify the currently time-consuming process of using HSA and FSA funds on fitness purchases.  

What To See at HFA Show 2025:

The fitness industry’s opportunity under the Make America Healthy Again movement is sure to be a hot topic of conversation at this year’s HFA Show. 

During a special panel discussion called “The Role of Advocacy in Advancing & Protecting the Industry,” Goscinski and other industry leaders, including ATN founder and CEO Edward Hertzman, will take the stage to discuss the fitness industry’s ongoing advocacy efforts in DC and with state lawmakers. 

Longevity Makes Its Way Inside Clubs & Studios

The business of longevity is booming – and gyms, clubs and studios are getting in on the action. 

Luxury brands like Life Time and Equinox now offer their members access to services including weight-loss support, biomarker blood testing and personalized health plans (for an extra fee), pushing us closer to a reality where the gym replaces – or at least competes with – the doctor’s office. 

High-value, low-price (HVLP) gym brands including Crunch Fitness, Chuze Fitness and EōS Fitness are getting in on the action too, adding everything from infrared saunas to massage guns to body-scanning technology. 

Another big trend in the longevity movement: strength training. Fitness brands are increasingly touting the benefits of lifting weights for longevity, and for good reason. Studies continue to show that preserving muscle mass as we get older is one of the best ways to maintain independence into old age. 

What To See at HFA Show 2025:

Longevity will take center stage at this year’s HFA Show, where Technogym will lead an education session called “Strength for Life: Building a Personalized Resistance Training Plan for Longevity.”

Brands to look for on the trade show floor include Evolt, which raised $20 million last fall. The Australia-based company makes an advanced body-composition scanner that can distinguish between fat and muscle and measures 40 body health parameters. Evolt has notably partnered with top fitness brands including Anytime Fitness. 

InBody, whose body-composition analyzers are found inside top clubs including Life Time, will showcase innovations including its InBody Touch – an interactive touchscreen kiosk that seamlessly integrates with InBody products – and the InGrip, a handheld dynamometer that measures handgrip strength. 

AI-Powered Personalized Fitness Is (Finally) Here

Artificial intelligence has long been touted as the key to creating personalized fitness routines and changing the look and feel of the gym floor. Many experts believe the future of in-person fitness will be forever changed by AI and tech. 

“I think in the next 5, 10, years in the U.S., you’re going to see transformative changes within gyms, where technology and AI – and personalization of training programs – is going to take place,” Marc Magliacano, a managing partner at private equity firm L Catterton, said during ATN’s DISRUPT video series earlier this year.

What might these changes look like? The HFA Show 2025 might give us a glimpse.

What To See at HFA Show 2025:

Fresh off a $200 million funding round, EGYM will showcase tools including EGYM Genius, an AI-powered system that creates personalized workout routines for users and connects the entire gym floor. The Munich-based fit tech giant will also showcase new tools such as its M20 Smart Strength Squat and “Squat Flexibility Test,” which assess people’s mobility, strength and balance during the squat movement.

Not to be outdone, Technogym just launched “healthness,” its new vision for the convergence of personalized fitness, wellness and healthcare. At this year’s HFA Show, the Italian fitness equipment and tech giant will showcase innovations like Biostrength, a machine circuit designed to take the guesswork out of strength training by providing AI-powered, personalized workout routines.

Biostrength complements tools like Technogym Checkup, which uses AI to give users their “wellness age” based on factors including body composition and analyzing strength performances, balance, mobility and cognitive abilities. 

Education sessions at HFA Show 2025 induce, “AI Unleashed: Transforming the Health and Fitness Experience,” a panel where industry leaders including ALTA Technology Group’s Al Noshirvani explore how artificial intelligence is revolutionizing the fitness industry. 

Equipment Makers Go All-In on Strength

No HFA Show would be complete without a vibrant trade show floor. This year, traditional equipment makers are planning to showcase exciting launches that offer new takes on old fitness favorites.

In line with industry trends, expect to see a heavy dose of strength training at HFA Show 2025. 

What To See at HFA Show 2025:

Matrix Fitness has teased that it’ll be unveiling ten new additions to the brand’s Magnum series of Plate-loaded strength machines at at year’s show. The Johnson Health Tech-owned brand will also showcase its Matrix Stretch Platform, an elevated stretching set-up that’s designed to provide a more comfortable and effective stretching experience than the floor. 

Life Fitness is also going all-in on strength. The Illinois-based equipment giant will debut three new additions to its famous Hammer Strength plate-loaded line: the Pendulum-X Squat, the Super Fly and the Multi-Squat. 

Life Fitness will also offer HFA attendees a first look at its new inclusive cable system, a functional cable training set-up that the brand says engages every muscle group in the body. Life Fitness will also showcase its new Symbio cardio line and digital products including Facility Enhance on the trade show floor in Vegas.

Torque Fitness, a Minnesota-based maker of home and commercial gym equipment, will showcase its all-new Tank M3, a reimagined take on the traditional push sled. Torque also plans to present additions to its X-Create functional training line including hip thrust, back extension, hip abductor and cable machines, along with new dumbbells and Olympic lifting platforms.

On the cardio front, Torque will unveil the Stealth Air Rower, which the brand says is more durable and offers a wider range of resistance settings than other rowing machines on the market.

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Fit tech leader EGYM is headed to the HFA Show in Las Vegas in a few days, on the heels of a stellar 2024 where the company raised $200 million in a Series G round and hitting a valuation of over $1 billion. Now, EGYM is ready to showcase its latest innovations and workout ecosystem at the fitness industry’s premiere trade show.

It begins with the EGYM Genius, an advanced AI ecosystem that integrates with more than 200 fitness brands, offering the ultimate solution for both operators and their members. EGYM Genius goes beyond tracking workouts, fine-tuning them for a hyper-personalized experience that allows members to hit their goals in record time.

As strength training continues to dominate the fitness industry, EGYM is answering the call—set to spotlight its M20 Smart Strength Squat, the latest addition to its Smart Strength series. The new machine combines digital resistance, guided movement, and automated adjustments for a safe, and fully personalized full-body experience that adapts to a user’s needs.

Rounding out the collection is the EGYM Squat Flexibility Test within the Fitness Hub, an impressive onboarding machine that conducts intuitive body analysis, flexibility tests and training progress visualization—a key feature that is appreciated by fitness consumers.

The Squat Flexibility Test provides EGYM operators and members with an even more advanced onboarding experience with breakthrough 3D analysis technology that assesses mobility, strength, and balance. It also generates a BioAge Flexibility Score that correlates mobility with biological age and provides an essential metric for tracking progress. The feature integrates with EGYM Genius, giving members precise, goal-oriented workout recommendations.

On the back-end club management side, EGYM will spotlight its new EGYM Business Suite 2.0, which simplifies operations with a centralized, data-driven platform that includes a single sign-on access to all EGYM products and services. The new system gives operators real-time insights into usage behavior, the ability to optimize their management tools, and enhance member retention through smart analytics and automation.

EGYM will be found at Booth #1203 at the HFA Show. Appointments can be booked here. 

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Strength and conditioning equipment leader Torque Fitness has just dropped an innovative twist on the traditional push sled: The Tank M3, an eye-catching piece of equipment with all the bells and whistles in one compact design.

Power sleds may be a niche within the broader fitness equipment market, but it’s rapidly growing as fitness operators worldwide expand their strength training offerings to meet consumer demand. Unlike other fitness equipment, sleds provide a low-impact, full-body workout in a short amount of time.

The new Tank M3 tackles the common pain points of traditional commercial sleds, such as poor maneuverability and potential damage to flooring. In contrast, the compact Tank M3 touts a swivel system for smooth turns and lateral movements, adaptable magnetic resistance suitable for any surface (turf, rubber, concrete and more), and an integrated data screen that tracks resistance levels, speed and progress.

Functionality aside, when it comes to aesthetics, the Tank M3 lives up to its name—built to look like a powerhouse on the gym floor.

“The Tank M3 isn’t just a sled—it’s a complete performance tool that provides measurable results for athletes at any level,” Torque Fitness CEO Jerry Dettinger said. “With feedback from top strength coaches and facility operators, we’ve designed a sled that moves as powerfully as the athletes who push it. The 4th generation of our Tank lineup, the M3, is another example of Torque’s motto: Don’t Quit. Ever.” 

Pre-orders have already begun, and the new equipment will be on display (and available to experience firsthand) at The HFA Show March 12-14 in Las Vegas, Nevada, at the Torque Fitness booth #1519.

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