Industry experts are gathering in Cologne for today's European Health & Fitness Forum (EHFF), followed by FIBO from 11-14 April, which will feature almost 1,000 exhibitors.

EuropeActive is partnering with FIBO for the 11th time to run EHFF and this year's theme is Futureproofing your business through strategic management.

The programme kicks off with the presentation of the 2024 European Fitness Market Report by EuropeActive’s Herman Rutgers and Deloitte’s Karsten Hollasch, offering insights into market trends, consumer behaviour and industry analysis.

This will be followed by an interactive Q&A session led by Emma Barry. Mario Barbosa, CEO of GO Fit, will give the keynote speech, revealing how the company is entering new European markets with an investment programme of more than €100 million.

Industry consultant and physiologist, Oliver Patrick, will speak about longevity and the industry’s potential role in disease prevention. He also sheds light on how tech partnerships between healthcare, corporate wellness and fitness can promote a stronger future.

Artificial intelligence and the role it could play in the health and fitness industry will be discussed by, AI advisor and author, Toju Duke.

McKinsey’s Eric Falardeau will speak about the transformative impact of digitalisation and AI in the fitness industry and the role of ESG principles for corporate growth.

The event will see the celebration of the EuropeActive Awards, including the Rainer Schaller Award for Entrepreneurship and the Active Citizen Award.

EHFF will be followed by FIBO, where 120,000 visitors are expected to convene to see exhibitors, network and hear the education programme, including EuropeActive Tech Talks chaired by HCM editor, Liz Terry on Friday afternoon.

HCM is the global media partner of FIBO and will be present at the show, reporting and doing show-wide distribution of its special FIBO edition.