Chinese and Indian equipment imports and Generation Alpha were talking points at this year’s W3Fit, as Kath Hudson reports

We Work Well’s networking event, W3Fit, took place at the Higueron Hotel in Malaga, Spain 14-17 October.

The event is now in its fourth year and this time welcomed 240 delegates, of which 120 were new. Around 1,500 meetings took place, with 90 operators attending, split between the UK, Europe and the Middle East.

The format involves a pre-arranged meeting schedule, matching suppliers with operators. The 20-minute slots are broken up with meals and snacks, movement and education breaks. Around the meetings is a busy schedule of networking opportunities, keeping delegates busy from 7.30 each morning to well into the night.

This year the extra-curricular programme included Yoga by Les Mills. Newly-released in September, this programme comprises four different classes – Vinyasa, Hatha, Yin and Breath. There was also a walk down a steep hill to the beach for a dip in the sea as dawn was breaking.

The Wednesday night team-building event took delegates to a scenic mountain village, where we went on a treasure hunt which culminated in a bullring, before going for paella. After meetings on the Thursday, 50 of the delegates took part in a padel competition before more networking at the gala dinner.

Panel debate
Longevity, recovery, data and Generation Alpha were subjects of a panel discussion on day one, chaired by Justin Musgrove founder of Musgrove Strategic Advisors, with Leejam Sports’ COO, Shaden Al-Sagri; Kevin Yates, CEO of Lift Brands EMEA and Michelle Bletso, head of group fitness, products and programming at David Lloyd.

Key points discussed included the need to 'stay in lane' when delivering longevity services – such as offering bloodwork – by collaborating with specialists from outside of the industry to offer these services.

Yates said recovery is key to future growth, with red light therapy, cold showers and reformer studios now mandated across the whole Snap Fitness estate.

Bletso said David Lloyd Clubs is installing Spa Retreats wherever it can, because the return on investment is amazing. Holistic classes are also growing. She also made the point that recovery needs to be personalised and there needs to be more education for staff who can then educate consumers.

With the eldest of Generation Alpha now 16 and already joining gyms, Musgrove said the industry needs to understand this cohort and their needs right now. This is a demographic that has grown up with technology, not adopted it.

Al-Sagri said that insights from Leejam showed that 14-year-olds don’t want to be spoken to at the gym, going against the ingrained company policy of saying 'hi' and 'bye' to all members.

Turning to purchasing, a poll found that 40 per cent of delegates who responded to a questionnaire said they would be prepared to work with disruptor equipment suppliers from China and India when purchasing equipment, hinting at a potential disruptive force in the market. Panelists discussed this trend and said that while the price point is tempting, ongoing servicing and partnership is very important and could be more challenging when working with new suppliers.

Looking ahead
Monica Helmstetter, founder of We Work Well, says: “We Work Well, was founded on a belief that business thrives on authentic connection and shared purpose. W3Fit continues to reflect that spirit, bringing together like-minded leaders who are passionate about wellness and innovation. Thank you to our attendees and partners for sharing our vision and helping us build a community where collaboration truly strengthens our industry.”

David Zarb-Jenkins, event director and co-founder, W3Fit said: “W3Fit continues to be one of the most valuable events in our industry – a unique platform that fosters strategic connections, fresh insights and genuine collaboration. This year’s event stood out for the quality of discussions, the spirit of partnership, and the shared commitment to driving innovation in the fitness and wellness sector.

“As we look ahead to next year’s W3Fit, I’m especially excited that the 5th-anniversary edition will take place in my hometown of Malta. Returning to where it all began makes it extra special, and I can’t wait to see how this milestone event will continue to elevate our community and inspire new opportunities for growth.”