Elevate 2026: Celebrating a decade of leadership
This year’s edition of Elevate marked a major milestone for the UK’s leading trade event as it celebrated its 10th anniversary. WellNation picks out some of the highlights from the event which highlighted the sector’s evolution over the last decade, while exploring future opportunities for collaboration, innovation and growth
One of the most striking aspects of this year’s event was the diversity of the exhibition floor.
Traditional fitness suppliers sat alongside recovery specialists, longevity brands, digital health innovators, rehabilitation providers, workplace wellbeing solutions and emerging technology companies. The breadth of exhibitors reflected an industry expanding beyond gyms and leisure facilities into wider conversations around preventative health, active ageing and wellbeing.
Delegates explored AI-powered engagement platforms, connected fitness technology, recovery solutions, inclusive equipment and specialist services designed to support increasingly diverse populations.
The result was a show floor that was dynamic, forward-thinking and representative of the wider wellbeing ecosystem surrounding physical activity.
EDUCATION AT THE HEART OF THE CONVERSATION Education was central to the show, with Future Fit Group continuing to support the show as the official Education Partner. Across multiple theatres and partner-led stages, hundreds of speakers tackled some of the sector’s most pressing challenges and opportunities.
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Inclusion and accessibility featured prominently, with discussions exploring how facilities, services and marketing can better welcome underrepresented communities and create environments where everyone feels they belong.
Active ageing also attracted significant attention, while active kids, mental wellbeing, recovery, sleep, breathwork and holistic health continued to move further into the mainstream. Technology and artificial intelligence were equally prominent, with sessions examining how digital tools can enhance engagement and efficiency without losing the human connection that remains central to wellbeing outcomes.
Together, the programme reflected an industry becoming more inclusive, sophisticated and increasingly integrated into wider healthcare and public health agendas.
“Elevate 2026 really highlighted the pace of change across our sector, from the impact of new innovations to the growing focus on customer experience, leadership and health. What stood out most was the openness of the conversations and the shared commitment across the industry to keep learning, adapting and moving forward together.” Carl Richards, Group Operations Director, Future Fit Group
MOVEMENT, MOTIVATION AND A PACKED AUDIENCE Among the many memorable moments across the two days, few generated as much enthusiasm as the appearance of Innerva Ambassador and movement icon, Mr Motivator.
Bringing his trademark energy and positivity to the event, he proved a huge hit with delegates. His sessions attracted strong crowds and reinforced one of the show’s key themes: helping people stay active at every stage of life.
“It was fantastic to speak with the sector about active ageing and why welcoming, inclusive activity spaces are so important,” Mr Motivator said. “Our ageing population needs our support now more than ever — and there is a huge opportunity for the sector to step up, embrace the challenge and make a lasting difference. Inclusive activity spaces help older adults stay healthy, active and independent for longer.”
SPOTLIGHT ON INNOVATION Innovation has always been a key feature of Elevate and this year’s Innovation Trail, organised by Intelligent Health, provided attendees with an efficient way to discover some of the event’s most exciting developments. Showcasing emerging products, technologies and services, the trail featured all Elevate legacy brands – those who have supported the show every year for the last 10 years – and highlighted practical solutions to industry challenges while reinforcing Elevate’s role as a launchpad for future-focused ideas.
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RAISING A GLASS TO A DECADE OF ELEVATE The celebrations continued beyond the exhibition halls with a special 10th Anniversary Drinks Reception, at the Waterfront, London Excel. Hosted in partnership with SHUA, the evening brought together exhibitors, speakers, partners and delegates to celebrate a decade of Elevate’s impact and the relationships that have helped shape its success.
“Elevate has played a huge role in bringing the fitness industry together over the past 10 years. Sponsoring the post-show drinks reception was a great way for SHUA Fitness to celebrate the people and partnerships that continue to move the industry forward.” Jon Johnston, UK Country Manager, SHUA Fitness
LOOKING AHEAD
As Elevate enters its second decade, the event appears stronger than ever. The combination of high-quality education, a buzzing exhibitor floor, meaningful networking and a focus on the future is now a proven concept. Ten years on from its launch, Elevate has become a meeting place for ideas, collaboration and progress — and judging by the energy on display throughout this year’s anniversary celebration, the future looks bright.
“As we close out 2026 we turn our attention to 2027,” said Lucy Findlay-Beale, Elevate Director.
“Next year we intend to grow the size of the exhibition to reflect the sector’s growing diversity and relevance to improving health and tackling inequalities. We will continue to nurture long term partnerships while also developing new ones to ensure Elevate remains the UK’s number one trade and education show. We are also looking to introduce a new Health education stream and a dedicated product demonstration zone.”
“Elevate definitely felt different this year. There was far more focus on health, inclusion and wellbeing, and lots of conversations about working better across sectors. As health partners, we were spoilt for choice. One thing really stood out: change doesn’t have to be complicated. Sometimes it starts with one health professional and one coach working together.” Liz Fletcher, OT Educational Development Lead, Sport for Confidence CIC
“Elevate delivered exactly what makes the event so valuable: meaningful conversations, strong industry engagement and the opportunity to connect with customers, partners and peers in one place.” Matthew Pengelly, Managing Director, Matrix Fitness UK
“We had one conversation which is potentially an absolute game changer for us – the right people were here.” Andy Miller, Oyster Risk Solutions