AI: the next frontier

The annual Fitness Technology Summit was held in London in May. This year’s event saw one topic dominate both the sessions and discussions – the use of AI and how it might change the fitness sector forever

The Fitness Technology Summit Europe returned to London this May, bringing together 200 senior leaders from the global fitness, wellness and technology sectors for two days of discussion, debate and industry collaboration. Curated by AltaDX in partnership with LeisureLabs, the Summit was held at the iconic Kia Oval. The event welcomed operators, technology leaders, investors and innovators from Europe, North America and the Middle East, representing thousands of locations and millions of members worldwide. As with previous editions, the Summit maintained its operator-first approach, with an 80/20 split between operators and sponsors, designed to encourage open discussion between senior industry leaders. Across the agenda, one theme consistently emerged: the industry is no longer asking whether AI and digital transformation matter. The conversation has shifted towards implementation, operational readiness and how technology can create measurable impact for both businesses and members.

From AI governance and interoperability through to trust, personalisation and organisational capability, the discussions reflected a sector entering a far more mature phase of digital transformation.

The Benchmarking Report: From ambition to operational reality

One of the defining moments of the Summit was the presentation of the 2026 LeisureLabs Technology Benchmarking Survey. Drawing responses from operators representing more than 26 million members and over 6,000 locations, the report highlighted both the progress being made across the sector and the operational friction that remains.

The findings revealed a sector continuing to invest confidently in technology: ● 75% of operators expect technology budgets to increase over the next 2–3 years ● 82% of organisations are now considered “AI active” ● 18% of operators have already deployed AI at scale ● Operational efficiency overtook revenue growth as the primary measure of digital ROI.

At the same time, the report highlighted some of the industry’s biggest challenges.

Legacy integrations remain the largest barrier to adoption, while many organisations continue to pursue ambitious transformation programmes with relatively lean internal teams.

One statistic that resonated strongly throughout the room was that while investment is increasing, over half of organisations still operate with technology teams of fewer than five people.

The discussion quickly moved beyond technology itself and towards capability, governance and organisational alignment. As one attendee summarised during the breakout discussions: “The ambition is there. The challenge is operationalising it.”

AI moves beyond experimentation Unlike previous years, where AI often sat within future-focused discussions, this year’s conversations were far more practical. Operators openly discussed how AI is already being used across customer service, onboarding, CRM workflows, retention modelling, business intelligence and operational automation.

However, the tone across the sessions remained measured and realistic.

Several panellists highlighted the growing gap between experimentation and real operational adoption.

Others spoke candidly about the importance of fixing foundational data issues before layering AI on top.

“AI won’t solve poor operational foundations” became a recurring theme throughout the event.

There was also strong consensus that AI should enhance human interaction, not replace it.

From onboarding journeys to coaching and member engagement, speakers repeatedly reinforced the importance of maintaining human connection within increasingly digital environments.

As Florian from EGYM explained during the Trust & Transparency panel, the goal is not to replace coaches and trainers, but to remove low-value admin and create more time for coaching and member engagement.

Trust, transparency and the future of personalisation As AI adoption accelerates, conversations around trust and governance became increasingly prominent throughout the Summit. Panels explored how operators can balance personalisation with transparency, particularly as member expectations around data privacy continue to evolve.

Speakers discussed everything from GDPR and AI governance through to member consent and responsible use of data. A common thread emerged around the importance of communication.

If members understand the value exchange, they are far more willing to engage with personalised experiences.

Several speakers argued the industry must move away from legal jargon and instead explain clearly what members receive in return for sharing their data.

If members understand the value exchange, they are far more willing to engage with personalised experiences

One of the strongest moments came during a discussion around surveillance versus service.

“If it’s not obvious how the data benefits the member, it feels like surveillance.”

The human experience still matters most Despite the heavy focus on AI and technology, the Summit continually returned to one central idea: fitness remains a fundamentally human industry. Operators stressed that while automation can improve efficiency, the moments that matter most still require people.

From first visits and onboarding through to coaching conversations and complaints handling, speakers consistently reinforced that technology should remove friction, not humanity.

This theme also extended into discussions around longevity, wellness and member motivation.

Sessions explored how operators can create more inclusive environments, better onboarding experiences and stronger emotional connections with members — particularly as expectations around health and wellbeing continue to evolve.

Open ecosystems and connected experiences Interoperability and connected ecosystems also featured heavily throughout the agenda. Panels explored how fi tness businesses are increasingly expected to integrate with wider health, wellness and lifestyle platforms, from wearables and healthcare providers through to insurance and recovery services.

The conversation focused less on integrations themselves and more on experience design.

Members do not want to see fragmented systems or disconnected journeys. They expect seamless experiences where technology simply works in the background.

As several speakers noted, the opportunity for the fitness industry now sits within connectivity, collaboration and intelligent use of data rather than isolated technology products.

Looking ahead

What became clear across the two days is that the industry is entering a new phase of maturity.

The conversations at The Fitness Technology Summit 2026 were less about hype and more about execution. Less about future possibilities and more about operational reality.

The sector continues to invest heavily in technology, but the focus is shifting towards integration, governance, capability and measurable impact.

Most importantly, there was clear recognition that technology alone is not the solution. Success will depend on how effectively operators combine intelligent systems with human experience, operational discipline and clear strategic direction.

The Fitness Technology Summit will return in 2027. To register your interest for the 2027 event, visit: [https://thefitnesstechsummit.com/#contact](https://thefitnesstechsummit.com/)