THE FITNESS TECHNOLOGY SUMMIT 2025

Re󹀹 ections from the 2025 Fit Tech Summit Hosted by ALTA Technology Group in partnership with LeisureLabs

Over 150 industry leaders, 50 top brands, and one big question: how do we turn tech from noise into impact?

The first European Fitness Technology Summit, hosted by ALTA Technology Group and LeisureLabs, created a rare moment of convergence. For one day, senior leaders, key decision-makers and entrepreneurs from across the fitness sector came together to explore not just what’s changing, but why it matters and what needs to happen next. Held at the iconic Stamford Bridge Stadium, home of Chelsea Football Club, the event welcomed over 150 guests from around Europe, with over 100 club operators representing 50 of the industry’s leading brands. The result was a unique environment designed for meaningful connection, discussion, and peer exchange.

Set against a backdrop of accelerating technological advancement and rising member expectations, the Summit offered a blend of clarity and challenge. It wasn’t just about sharing ideas, it was about pushing the conversation forward.

From debate around GLP-1 to the unveiling of LeisureLabs’ exclusive Technology Industry Benchmarking Survey, the Summit positioned itself as essential for senior leaders in health, fitness and wellbeing.

The GLP-1 Generation: Preparing for a new kind of member The continuing health crisis was at the forefront of discussion, not as an abstract problem, but as a present and urgent reality. In a standout panel led by Alex Peacock, industry leaders discussed how innovation can address systemic health challenges. The conversation quickly turned to GLP-1 medications, which are now reshaping the member landscape.

While uptake is increasing, many operators remain unprepared for the implications these drugs present, including stigma, re-engagement challenges, and the need for new onboarding and coaching approaches.

“It’s not their first attempt - it’s their first time being understood,” was among the key takeaways. The message was clear: it’s time for the fitness sector to evolve its approach to inclusivity and support.

The data paradox: From overwhelm to impact Data was everywhere, but what emerged was a sharp focus on value. How do we move from data accumulation to meaningful application?

Club operator, Third Space, presented a compelling case study on training personal trainers to interpret WHOOP data, turning numbers into insights that impact client experience.

Discussions also addressed wearables, app integrations, and building reward systems such as streaks – all with a common thread: data should drive action. If it doesn’t influence behaviour or decision-making, it adds little value.

LeisureLabs’ Benchmarking Survey: a mirror to the industry One of the most talked-about moments of the day was the unveiling of LeisureLabs’ 2025 Technology Benchmarking Survey. Drawing responses from businesses representing over 21 million members, it offered a unique snapshot of current priorities and gaps: ● 74% of operators plan to increase their technology budgets in the next 2–3 years, yet many teams remain under-resourced ● 62% are testing AI tools, but only 11% have deployed them at scale ● Legacy integrations are cited as the biggest barrier to progress ● Few operators are effectively tracking personalisation, despite identifying it as a key priority.

More than a report, the survey provided a catalyst for reflection. Attendees were asked to identify where their own organisations were aligned, and where they had blind spots. For many, the results were eye-opening.

AI: beyond the buzzword

Closing the day was an energetic keynote by Henry Coutinho-Mason, who helped shift the conversation around AI from hype to practicality. “AI won’t replace your trainers - it’ll replace their admin,” he said. Delegates also explored how AI could support smarter space design, optimise operations, and augment member experience, all while keeping the human connection at the centre.

Motivation is a design challenge Despite the growth in tech, motivation remains elusive. Behavioural psychology, gamification, and reward systems all came under the microscope.

AI won’t replace your trainers – it’ll replace their admin

One compelling shift in thinking focused on reframing motivation: rather than asking members for goals, ask how they want to feel.

Asking “how do you want to feel” after going to the gym, instead of “what’s your goal?” was also identified as an important shift; The emotional lens offers a more personal and sustainable way to design engagement strategies.

Culture over strategy: The CEO perspective The CEO panel included Shafiq Ahmed, CEO NRG Gyms, John Penny, Managing Director of Third Space, Martin Seibold, CEO, LifeFit Group and Joanne Mathews, CEO of TenHealth & Fitness emphasised one powerful truth: no tech tool will fix a disengaged culture. Discussions highlighted: ● Hiring based on emotional intelligence ● Building an adaptable, responsive team ● Empowering staff to engage with data, not just collect it.

The point wasn’t theoretical – these were active practices being implemented by successful operators.

The real work starts now

The Summit made one thing clear – technology alone will not fix the industry’s challenges. We are still facing a long-term health crisis, and while GLP-1 and digital tools offer promise, they’re not a solution on their own. Technology must become more personalised, but only if it’s relevant and useful to the end user. It must be designed with both members and staff in mind, building experiences that feel human, not transactional.

Themes like longevity and wellness continue to dominate discussions, but there is now a growing need to move from talk to tested application.

And while AI continues to polarise opinion, it is unavoidable. The challenge is no longer if we should use it, but how we do so responsibly and creatively.

This year’s event proved something else, too: senior leaders across Europe are ready for a different kind of conversation, one rooted in transparency, evidence, and action.

The Fitness Technology Summit is now firmly established as a must-attend event for operators and decision-makers who are ready to shape the future.

The event returns to London on May 18th 2026.

[https://thefitnesstechsummit.com/#contact](https://thefitnesstechsummit.com/)

Access the full 2025 Benchmarking Report here:

[https://www.leisurelabs.co.uk/industry-benchmarking-2025/](https://www.leisurelabs.co.uk/industry-benchmarking-2025/)