Elevate at 10

The Elevate trade show will celebrate its 10th anniversary this year. Lucy Findlay Beale , Elevate’s event director, speaks to WellNation about how the show has evolved into the UK’s leading trade event for physical activity – and how it has evolved to match the sector’s needs

Elevate was launched in 2016 – what were the goals for the show? When we launched Elevate back in 2016, the ambition was always to create something that genuinely belonged to the industry. From day one, we worked closely with partners and trade associations to shape the event, rather than imposing a top-down agenda.

It was really important to me that Elevate reflected the full breadth of the physical activity sector, not just fitness in isolation, but the wider ecosystem. We wanted to bring together operators, coaches, instructors, healthcare professionals, educators, suppliers and policymakers in one place.

Ultimately, the goal was to create a space where the people and organisations best placed to get more people active could come together, share ideas and explore a way to work together to achieve a collective goal to get more people, more active, more often. That sense of ownership and collaboration is still at the heart of Elevate today.

How has show grown over the years? The growth of Elevate has been incredibly organic, which is something I’m really proud of. We welcomed around 2,500 attendees in our first year at Olympia, and we’re now seeing around 6,500 through the doors at Excel, London. That growth has come from the industry itself, with professionals bringing more colleagues each year. It reflects the role the event now plays as a key connector, educator and innovation showcase.

We’ve expanded to around 8,000 square metres of exhibition space, with more than 200 suppliers, while our education programme now features 200+ expert speakers across multiple theatres.

A big part of that evolution has been our partnerships, particularly our long-term relationship with Future Fit as our Education Partner. What began as a smaller presence has grown into a strategic collaboration shaping the quality and relevance of our education programme, with a shared focus on professional standards and workforce development.

The event has always evolved in line with industry needs, which is why the growth has felt both natural and sustainable.

What have been the biggest challenges Elevate has faced? Like many in-person events, the Covid years were a huge challenge, and the recovery period that followed brought its own complexities as everyone adapted and focused on building back.

Alongside that, we’ve had to navigate ongoing operating price increases and a broader sense of global uncertainty, which inevitably impacted planning and confidence across the industry.

That said, what’s been incredibly reassuring is the strength of the sector itself. The physical activity industry has shown real resilience and longevity. There’s a strong sense of purpose across the sector, and we’re proud to represent and support a community that continues to move forward despite external pressures.

One of the most unique aspects of this year has been balancing the excitement of Elevate’s 10-year anniversary with becoming a first-time mum. It’s certainly been a busy chapter, but in many ways the two have complemented each other, both are about growth, learning, and building something meaningful for the future. It’s given me a fresh perspective on priorities, resilience, and the importance of community, all of which are at the heart of Elevate. Rather than a challenge, I’ve seen it as a reminder of why the work we do matters, and it’s made this milestone year feel even more special.

The physical activity industry has shown real resilience and longevity. There’s a strong sense of purpose across the sector, and we’re proud to represent and support a community that continues to move forward despite external pressures

Are there key themes that have flowed throughout the decade? One of the most consistent themes has been the link between physical activity and health. What was once a talking point is now widely accepted and embedded across the industry.

We’ve also seen a shift towards higher standards and stronger education. Professional development and workforce quality are now much higher on the agenda, supported by the incredible work of CIMSPA and its partners. This is something we continue to champion through Future Fit and our wider programme.

More recently, themes like longevity, recovery, rehabilitation and broader wellness have come to the forefront, reflecting both consumer demand and the sector’s growing role in public health.

What will be new for this year’s show? For our 10th anniversary, we’ve focused on evolving the experience while staying true to what makes Elevate special, celebrating progress while setting the direction for the next decade.

The education programme remains central. Delivered with Future Fit, it will feature 200+ sessions across our curated theatres: Debate, Generate, Accelerate and Collaborate, covering commercial growth, health, performance and community impact.

New for 2026, each theatre will be hosted by a leading industry figure to create more engaging discussions and interactions. We’re also introducing Legacy Sessions, bringing back speakers from 2016 to revisit key themes and explore how they’ve evolved.

On the exhibition side, we’re launching a 10-Year Exhibitor Trail with Intelligent Health. Inspired by the Beat the Street programme, it will encourage attendees to explore the show floor via interactive ‘Beat Box’ locations at long-standing exhibitor stands, recognising loyal partners who have supported Elevate every year, while driving engagement.

The education programme remains central. Delivered with Future Fit, it will feature 200+ sessions across our curated theatres: Debate, Generate, Accelerate and Collaborate

Wellbeing is also a key focus. We’ll be building in movement and mindfulness breaks between sessions, including sessions led by Derrick Evans MBE, better known as ‘Mr Motivator’, courtesy of Innerva, encouraging delegates to stay active and recharge.

PEOPLE

Alongside this, a strong mix of returning brands and first-time exhibitors, plus dedicated networking spaces, will ensure delegates can learn, connect and discover new ideas efficiently.

What does the future look like for the show? Looking ahead, the focus is on continuing to grow with the sector and staying aligned to its needs. Elevate has always been about connection and collaboration, and that will remain central.

The convergence of fitness, healthcare and wellbeing presents a major opportunity and Elevate has a key role to play in bringing those worlds together.

Education will remain a priority, with our partnership with Future Fit ensuring we continue delivering high-quality, accessible learning that caters for level of the workforce.

This anniversary isn’t just about looking back, it’s about looking forwards and preparing for the future

We’re also focused on attracting the next generation of professionals and strengthening collaboration across the sector. Elevate should be the place where the entire physical activity industry comes together to connect, explore and grow.

For me, it’s about making sure the show not only reflects the industry as it is today, but helps to shape a more connected and collaborative future, designed for growth and prosperity. This anniversary isn’t just about looking back, it’s about looking forwards and preparing for the future.

● To book your place at the 2026 Elevate show, visit: [elevatearena.com](https://elevatearena.com/)