India's fitness and wellbeing industry is at an inflection point

You’re launching Elevate India – tell us what the event will be like
It will be the first B2B event in India for leaders in fitness, health and wellbeing. Just like the UK edition, the event will combine leading brands, a well-researched and curated conference and valuable networking.

Elevate India will focus on the conference and will be supported by a focused exhibition and select sponsors. We hope the event will be an opportunity for global insight and education to meet and impact local innovation.

What’s the main motivation for this latest launch?
India’s fitness and wellbeing industry is at an inflection point – rapid urbanisation, a growing middle class and increasing health awareness have created fertile ground for innovation.

We saw a huge opportunity to help connect international best practice with India’s burgeoning demand. Our motivation is to be a catalyst for growth, learning and global connection in a market with immense potential.

Do you have a local partner?
We’re proud to be partnering with an Indian event management company that has experience in delivering health and fitness expos. Its on-ground expertise, local network and cultural insight are invaluable in ensuring Elevate India is authentic and impactful.

Together, we’re co-curating an event that respects regional diversity while maintaining global standards.

We’re also delighted to be working with Samir Kapoor and Hadi Curtay who have their fingers on the pulse of the Indian market and are well connected to a range of operators and partners in India.

How will the event differ from the UK event?
While the core ethos remains the same – connecting the fitness, wellness and healthcare ecosystems – the Indian edition will focus more on accessibility, affordability and scalability as the sector is less developed than the UK.

The event will focus more on the conference for the launch years so we can provide more cost-effective opportunities for brands wanting to access this emerging market.

Where will the exhibitors come from?
We anticipate around 60 per cent of our exhibitors to be Indian businesses showcasing local innovation. The remaining 40 per cent will be international brands looking to enter or expand in the Indian market. We’re seeing strong interest from UK companies eager to connect with distributors and partners here.

What’s your take on the impact of global trading and tariffs?
The recently agreed UK-India Free Trade Agreement (FTA) is expected to have a positive impact on Elevate India, particularly for UK brands seeking to enter or expand in the Indian market. With tariffs reduced or eliminated on a wide range of British exports, UK companies can now showcase and sell their offerings more competitively in India.

Will you attract attendees from the UK?
While the event is designed primarily for the Indian market – so the majority of attendees will be from India – it presents a platform for UK brands to engage with a fast-growing and dynamic sector.

The Elevate India programme is already well developed, featuring a diverse mix of Indian operators and UK-based thought leaders who are enthusiastic about speaking and collaborating. We’re also actively continuing conversations with additional UK brands to join the event, as interest in the Indian market grows.

This cross-border involvement strengthens the programme’s relevance and appeal, while offering UK participants exposure to buyers and decision-makers in India.

How will you deal with translation?
Fortunately, language barriers are minimal as English is widely spoken and used professionally across the Indian fitness, sport and health industries.

Most business conversations, presentations and written materials are already conducted in English, so we don’t anticipate major translation challenges. However, where needed, we’ll ensure clarity through high-quality visuals, local support staff and clear communication, both on-site and in pre-event materials.

Will there be any more Elevates?
We’re open to expanding Elevate internationally, but only where it makes genuine sense.

Our focus is on regions where there’s clear demand and Elevate can offer value, rather than duplicating efforts in markets that are already well served.

There’s no benefit in launching against existing shows; it only fragments the sector and confuses the market.

Where is the Indian market in its product lifecycle?
It’s in a dynamic growth phase, between growth and early maturity depending on the segment. While traditional formats such as gyms and yoga are well established in urban areas, digital fitness, boutique studios and holistic wellness are still emerging, with overall market penetration lower than in Western countries.

The potential is significant and exciting! Driven by a large, young population, rising disposable incomes and a cultural shift towards health, longevity and mental wellbeing. Indians are increasingly open to adopting learnings from more mature markets, such as the UK.

Challenges including price sensitivity, fragmented regulation and a lack of standardised training – all issues that will need solutions, as the market is scaling rapidly and moving toward a more professional future.