The Health and Fitness Association (HFA) Trade Show is one of the most valuable events for independent gym owners, boutique studio operators, and gym entrepreneurs. Attending this event is an opportunity to discover the latest industry trends, connect with suppliers, and learn from top experts in fitness business management. But the real work begins once you return to your gym.
Many gym owners make the mistake of getting caught up in the excitement of the trade show, collecting brochures, exchanging business cards, and then going back to their gym without implementing anything they learned. If you want to get the most out of your experience, here are the five critical actions you must take when you return to your gym.
1. Review and Organize Your Notes, Contacts, and Takeaways
During the trade show, you were bombarded with new information, innovative ideas, and countless interactions. The first thing you need to do when you get back is to organize and prioritize everything you collected.
Action Steps:
- Sort through notes, business cards, and brochures. Categorize them based on key areas: equipment, technology, marketing, member retention, etc.
- Highlight the best ideas. Identify the top three to five takeaways that can have the biggest impact on your gym.
- Digitize contacts and notes. If you networked with vendors, industry experts, or fellow gym owners, add their details to your CRM, LinkedIn, or a spreadsheet.
🔹 Pro Tip: If you learned something that could benefit your team, schedule a staff meeting to share key takeaways and discuss how they can be applied to your business.
2. Follow Up With Key Contacts and Vendors
Trade shows are great for networking, but most gym owners fail to follow up effectively. If you met someone who could help grow your business—whether it’s a supplier, business coach, or industry expert—take action now.
Action Steps:
- Send follow-up emails or LinkedIn messages within 3-5 days of the event.
- If you found new equipment or software solutions, schedule a call with the vendor to discuss implementation and pricing.
- If you connected with another gym owner or expert, propose a collaboration, a podcast appearance, or an idea exchange.
🔹 Pro Tip: If you plan to upgrade equipment or sign up for a new software solution, negotiate trade show pricing. Many vendors offer exclusive discounts only available to attendees for a short time after the show.
3. Implement at Least One New Idea Immediately
Information without action is useless. After every trade show, gym owners get inspired by new marketing strategies, revenue models, or service offerings—then fail to implement them. Break that cycle by executing at least one strategy right away.
Action Steps:
- Did you learn about new retention strategies? Start integrating them into your member experience today.
- Were you inspired by a new group training program? Run a test class next week to gauge interest.
- Did you see a social media or referral marketing tactic that works for other gyms? Launch it within two weeks.
🔹 Pro Tip: Pick one initiative and set a 30-day goal to measure its impact. Small, consistent changes can create massive results over time.
4. Train and Educate Your Staff on Key Takeaways
Your team is the backbone of your gym. If they aren’t informed about the latest industry trends and best practices, your business will fall behind. Instead of keeping your trade show experience to yourself, turn it into a learning opportunity for your staff.
Action Steps:
- Hold a staff training session to share the most valuable insights from the trade show.
- If you discovered new sales, retention, or customer service tactics, create a training program around them.
- If you met an expert who offers staff coaching or workshops, consider bringing them in for a team training session.
🔹 Pro Tip: Use role-playing exercises to train your team on new sales strategies or customer engagement techniques you learned at the trade show.
5. Audit and Adjust Your Gym’s Business Strategy
Attending a trade show should give you a fresh perspective on how your gym compares to competitors and industry leaders. Now is the perfect time to analyze where your business stands and make necessary adjustments.
Action Steps:
- Review your pricing model—Are your rates competitive based on the new insights from the trade show?
- Assess your marketing efforts—Are you using the latest digital strategies and social media trends to attract members?
- Reevaluate your member experience—Are there ways to improve gym culture, class offerings, or amenities?
🔹 Pro Tip: Conduct a 30-day business audit after the trade show. Set measurable goals based on what you learned and track progress.
Final Thoughts: Execute, Don’t Just Observe
Going to the Health and Fitness Association Trade Show is a valuable investment in your business, but only if you apply what you learned. Avoid falling into the trap of inspiration without action.
By following these five steps, you will not only make the most of your trade show experience, but you’ll also set your gym up for greater success, higher retention, and more revenue growth.
What’s next? Take immediate action on at least one idea, follow up with key connections, and keep moving forward. Success belongs to those who implement. Contact Jim here.
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Meet Jim Thomas
Jim Thomas is the Founder and President of Fitness Management USA, Inc., a premier management consulting, turnaround, financing, and brokerage firm specializing in the leisure services industry. With over 25 years of hands-on experience owning, operating, and managing fitness facilities of all sizes, Jim is an outsourced CEO, turnaround expert, and author who delivers actionable strategies that drive results. Whether it’s improving gym sales, fostering teamwork, or refining marketing approaches, Jim has the expertise to help your business thrive. Learn more by visiting his website or YouTube channel.
