Beyond Activ Americas Launches in NYC: CEOs Discuss the Future of Fitness and Wellness
Krissy Vann | Host, All Things Fitness and Wellness
The Beyond Activ Americas event has kicked off in New York City, attracting key leaders, investors, and executives from the health, wellness, fitness, and hospitality industries. The four-day event, which runs through Thursday, features over 100 speakers across three stages, offering diverse content aimed at shaping the future of the Health, Active Lifestyle, and Outdoors (HALO) industry. Day one set the tone with in-depth discussions, high-level networking, and a focus on capital markets, innovation, and the evolving demands of the sector.
A highlight of the opening day was the CEO panel moderated by Emma Barry, Chief of Trouble at Trouble Global, who expertly guided the conversation among top industry figures: Adam Sedlack, CEO of UFC Gym; Alberto Perlman, Co-Founder and CEO of Zumba Fitness; Humphrey Cobbold, Chairman of PureGym; and Mauro Frota, Co-Founder and CEO of BHOUT. The panel offered a rich discussion on the current state and future opportunities in fitness, wellness, and the broader HALO market.
Adam Sedlack shared UFC Gym’s evolution from a 5-club experiment into a global brand now operating in 39 countries. Reflecting on the industry's past, Sedlack drew parallels to the "golden era" of fitness, referencing the days of Arnold Schwarzenegger and Gold’s Gym. However, he noted that the fitness world is now entering a new era, driven by advancements in artificial intelligence. Sedlack emphasized the importance of innovation, stating, “The more proactive work the industry does with AI and other variables, the better positioned we are to adapt.”
Humphrey Cobbold, Chairman of PureGym, offered a more tempered perspective. While acknowledging positive shifts in public health and fitness trends, he emphasized the financial pressures facing the industry. Cobbold pointed out that the cost of capital has risen significantly, making access to investment more difficult. He cautioned that although consumer interest in fitness is growing, businesses must manage these financial realities carefully, stating, “Capital is the oxygen and life blood that allows companies to grow and serve their members.”
Mauro Frota brought a unique angle to the conversation, focusing on the human aspect of fitness and the power of play. “People move for two reasons: necessity or fun,” Frota explained, suggesting that the industry needs to lean more into gamification to engage a broader audience. He pointed to the success of platforms like Duolingo, which have mastered gamification, and argued that fitness brands could see a major shift by implementing similar strategies. Frota also expressed caution about leaderboards and competitive elements, warning that they can alienate newcomers who are more likely to churn if faced with too much comparison. “We need to build environments that celebrate progress and social connection, not just competition,” he said.
Alberto Perlman of Zumba Fitness highlighted how technology, particularly AI, has been instrumental in reducing operational costs and improving efficiency. He shared insights into how Zumba uses AI to track illegal instructors on platforms like Instagram and YouTube, ensuring brand compliance. Perlman also noted that the pandemic has permanently shifted consumer expectations, with demand for content and innovation at an all-time high. “What the consumer expects from us has risen, and we have to keep up,” Perlman stated, discussing how his team has outsourced content production to Latin America to manage costs while still delivering high-quality output.
The panelists also touched on the evolving role of AI in fitness. Mauro Frota shared how BHOUT has been using AI for over five years, leveraging machine learning to predict future technique and exertion levels. He emphasized that while AI will streamline many business processes, it won’t replace the human element of fitness entirely. “The value of a coach, someone who connects with you personally, will never be substituted by AI,” Frota remarked, reinforcing the importance of human touch in the digital age.
Humphrey Cobbold added to the conversation by discussing the continued disruption of social media, particularly for older generations within the industry. He noted the challenges in reaching younger consumers, especially those who engage primarily on platforms like TikTok. “There’s a massive generational shift in how people consume content, and most of us are too old to fully grasp it,” Cobbold said, underscoring the need for fitness brands to adapt their marketing strategies to attract younger audiences.
As the first panel of Beyond Activ Americas came to a close, the panelists emphasized the importance of community in the future of fitness. Alberto Perlman remarked that while technology and innovation are driving forces, it’s ultimately the sense of belonging and community that keeps people coming back. “At the end of the day, community is what matters, and that’s what’s going to get people to keep coming,” he concluded.
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