ELEVATE SETS THE PACE

This year’s Elevate trade show at Excel London was its biggest edition yet. The event, which brings together physical activity, fitness, health and leisure professionals, welcomed over 6,500 delegates, hosted 200+ brands and delivered a wide-ranging educational programme – as well as plenty of opportunities for networking.

A gauge for the industry

With more than 8,000sq m of exhibition space and representation from both established industry leaders and 48 debut brands, this year’s show offered a dynamic glimpse into the future of physical activity. From innovative product launches to powerful discussions across 12 dedicated content streams, Elevate 2025 set a new benchmark for trade events in the sector. The free-to-attend education programme featured more than 200 speakers across four Elevate-curated theatres; Debate, Generate, Accelerate and Collaborate, plus five partner-led stages. These included FitPro LIVE, Active Kids, Active Aquatics, Technogym Education Theatre and Third Space Academy.

Elevate provided a valuable platform to connect with the UK market and showcase our Pilates equipment and education. We led two packed seminars on the business potential of Group Reformer, exploring programme design, ROI and instructor training. The event’s community-driven atmosphere fostered meaningful conversations with current and future partners

“The response to Elevate 2025 has been incredible” says Lucy Findlay- Beale, Event Director at Elevate. “From the energy on the show floor to the standing-room-only education sessions, the response from the industry has been phenomenal. “We’re incredibly proud to have created an event that not only showcases the best our sector has to offer, but also drives meaningful conversations and collaboration. “The feedback from exhibitors and delegates alike has been overwhelmingly positive, reinforcing Elevate’s role as the central hub for innovation, learning and connection. As we look ahead to our 10th anniversary in 2026, we’re more committed than ever to growing with the industry and delivering even more value to our community.”

Trends and learnings

This year’s educational highlights included the CEO session on the Debate Theatre stage, interactive sessions on AI and GLP-1s, hands-on workshops at FitPro LIVE and a high-level focus on workforce development, innovation and inclusivity.

Elevate 2025 was another reminder of why I love this industry. Great people, great energy and great ideas. It was a joy to get out there, catch up with familiar faces and introduce some of the innovations our clients can look forward to over the next 12 months.

EVENT REVIEW

Alongside the theatres, the exhibition floor showcased the sector’s breadth and ambition. A diverse mix of exhibitors brought fresh thinking and product innovation to life, from advanced technology and recovery tools to inclusive equipment and performance solutions. Many stands were immersive, engaging and designed to draw in visitors with stand-out demos, activations and expert insight. The Future Fit Education Partner Lounge was a consistent hub of energy throughout the two days, packed with meaningful conversations, industry connections and collaboration. It embodied Elevate’s commitment to education and partnership, offering a dedicated space for learning and networking at the heart of the show. One of the keynotes this year was an “in conversation” session between Swim England CEO Andy Salmon and the Chair of the influential Culture, Media and Sport Select Committee and former DCMS minister, Dame Caroline Dinenage MP.

For us, Elevate is a great way to connect with many industry friends, colleagues and partners to show our “why” as an industry. Which is to help businesses become more successful and inspire more people to fall in love with fitness.

The discussion focused on how sport can shape healthier communities and improve lives, while it also highlighted some of the pressing challenges facing aquatics and a review of the government’s approach to sport and physical activity one year in. “Synchronisation” was a key theme, in terms of the need to link government departments when it comes to policy-decision and setting strategies for getting people more active. “We need to get the departments in the same room,” Dame Caroline said. She also encouraged the physical activity sector to further work on forming a united front and a clear message. “Every sector has asked, or is still asking, for a VAT cut,” she explained. “You might want to find something else to campaign for. Ideally, you want to be selling a solution with societal benefits.”

Two epic days at Elevate – packed with energy, inspiration, and next-level fitness moments. Our team had an incredible time connecting with amazing customers and showcasing the latest in EGYM innovation. The energy was electric. The people are truly inspiring. And the memories? Unforgettable.

Looking ahead

Next year’s event will mark a decade of influence and organisers are already planning new features and expanded offerings to reflect the industry’s continued growth and evolving priorities. According to Findlay-Beale, demand for next year’s landmark edition is already surging. “More than 60% of floor space for Elevate 2026 already reserved,” she says. “The strong early uptake reflects both the success of Elevate 2025 and the industry’s appetite to be part of the event’s special 10th anniversary celebrations.”