Las Vegas welcomed an extraordinary gathering of health and wellness professionals as the Health and Fitness Association event brought together 10,000 attendees from 90 countries from March 12-14. The conference highlighted a significant trend: the growing influence of women leaders reshaping the fitness industry. With women entrepreneurs and executives displaying innovative business models and groundbreaking approaches, the event showcased the powerful impact women are making across the industry. 

According to Daxko’s Vice President of Talent, Concetta Lewis, despite women making up 70 percent of the fitness industry workforce, they occupy only 29 percent of leadership positions. This representation gap made the strong presence of women at the conference particularly meaningful, as women-owned businesses and women executives demonstrated their vision for a more inclusive fitness future. 

The State of Women in Fitness

The statistics clearly show the gender disparity in the fitness industry. While women make up most of the workforce, they remain underrepresented in leadership. During the Women’s Leadership Panel, Concetta Lewis shared that female personal trainers earn just 66 percent of what their male counterparts earn, despite equal qualifications and responsibilities. This wage gap mirrors broader societal patterns, with women generally earning 82 cents for every dollar men earn. 

Women-centric business models are gaining traction as a response to these disparities. Burn Boot Camp exemplifies this approach, creating environments where women take center stage while focusing on building confidence, community, and safe spaces for women to excel physically — celebrated by the infamous Burn Boot Camp high five.

I was impressed by the innovative brands displayed throughout the expo hall, including Stakt, the first-of-its-kind stackable fitness mat led by Taylor Borenstein and Millie Blumka. They created a more versatile and comfortable workout experience with a mat that folds for extra support and adaptability for full-body workouts. It allows you to create a low platform to perform exercises that traditionally require more equipment, like dips or low step-ups.

And you can’t forget the Fuel Las Vegas Pickleball Tournament, led by Deborah Goldberg and Jessica Armstrong and their fantastic sponsors. With fierce competition, great good, and a built-in support for women and those who empower them, Chicken N Pickle had never seen such an enthusiastic, fun, and competitive group of leaders.

Notably, HFA is paving the path through Liz Clark’s leadership. Liz is the first woman president and CEO in HFA’s 40-year leadership history and gave an impressive President’s address & Keynote presentation alongside Shama Hyder from Zen Media on Zen and the Art of AI: Navigating the New Rules of Influence in a Tech-Driven World.   

Women’s Voices Taking Center Stage

The Women’s Leadership Panel achieved record attendance this year, featuring its largest and youngest audience to date, with an overflow of attendees having to utilize standing room space, and with more male attendees than ever before. Concetta opened with compelling remarks and statistics on gender disparities in the fitness industry, setting center stage for a powerful conversation. 

The panel included author and journalist, Anna Marie Chaker, Allison Flatley, Kathleen Tullie, and Adam Zeitsiff, who addresses critical issues facing women in wellness. Adam provided valuable perspective as a male ally committed to supporting women in the industry and beyond. The conversation highlighted how women’s sports receive only about five percent of media coverage, creating a visibility problem that affects youth participation. With 82 percent of children today failing to meet recommended daily activity levels, panelists emphasized the importance of exposing young girls to women’s sports as a crucial solution.

For women aspiring to advance in the industry, key takeaways focused on practical strategies: finding mentors, reaching out to potential connections, asking for support, and joining professional groups. These networks provide vital support systems where women uplift each other, rather than competing.

Beyond the Women’s Leadership Panel, we heard from strong and exhilarating women’s voices across several other panels. Jennifer Maanavi, CEO of Physique 57, shared her expertise on “Solving the Fitness Industry’s Hospitality Crisis” alongside colleagues Matt Lavender and Jack Thomas of The Fit Guide. CMO Maggie Lower contributed incredible insight with fellow ABC Fitness employees, Khal Rai, Lee Robinson, and Mohammed Iqbal during the “From Memberships to Meaningful Engagement: How Tech is Changing the Game” panel. 

Cheryl Bartnett from Chuze Fitness discussed membership models alongside Coach360’s Kathleen Ferguson, Planet Fitness’s Khaled Elmasri, and Robert Louw from Wexer on their panel on Innovative Membership Models that are Breaking the Mold. These women represented just a fraction of the female talent sharing innovative ideas throughout the conference’s three-day run. 

With a hugely successful HFA Show for 2025 behind us, we’re looking forward to joining everyone in San Diego from March 16-18, 2026, for the Annual International Convention & Trade Show of the Health & Fitness Association for more connection, innovation, and fun! 

Final Thoughts on The Path Forward

The fitness industry’s future depends on acknowledging and elevating women’s voices. While approximately 70 percent of the workforce are women, women’s perspectives must shape business decisions and industry direction. Genuine representation — not token inclusion — creates the foundation for authentic growth and innovation. 

Organizations benefit when they move beyond performative diversity efforts, such as simply adding women to panels, and instead empower women to lead meaningful discussions and initiatives. The most successful businesses recognize that supporting women’s leadership drives positive change throughout the health and wellness ecosystem. 

The conversations at the Health and Fitness Association event revealed that progress happens when the industry accurately represents women, provides them with platforms to lead, and enables them to create lasting change. This approach benefits women and strengthens the industry by bringing diverse perspectives and fresh solutions to longstanding challenges. 

About Elisa Edelstein
Elisa is a curious and versatile writer, carving her niche in the health and wellness industry since 2015. Her lens is rooted in real world experience as a personal trainer and competitive bodybuilder and extended out of the gym and on to the page as a writer where she is able to combine her passions for empowering others, promoting wellness, and the power of the written word.