All Things Fitness and Wellness

The HFA Show 2025 with CEO Liz Clark: Key Conversations – Tariffs, Advocacy & The Future of Fitness Business

• Krissy Vann

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The fitness industry is preparing for major shifts in policy, trade, and investment, and The HFA Show 2025 will be the epicenter of these discussions. In this episode of All Things Fitness and Wellness, host Krissy Vann sits down with Liz Clark, CEO and President of the Health and Fitness Association, to break down the most important topics shaping the future of the industry.

With global supply chains, trade policies, and operational costs in flux, fitness businesses must stay informed to navigate the changing landscape. Liz shares insights into the economic factors impacting everything from gym equipment manufacturers to club operators, along with the advocacy efforts aimed at protecting and strengthening the industry.

We also look at what’s ahead for The HFA Show this year—the must-attend sessions, the key players in attendance, and what’s new for industry professionals who have been coming year after year. Plus, there’s growing movement in international fitness markets, hinting at broader expansion opportunities for those paying attention.

Whether you're a gym owner, investor, or supplier, this episode offers valuable insights into the conversations that will set the tone for 2025 and beyond.

🎧 Tune in now to get ahead of the game!  @HealthandFitnessAssociation  

#fitnessbusiness #fitnessindustry #hfashow2025

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There's a lot of international uncertainty when it comes to making a lot of business decisions right now. What is the future of trade and tariff for us, especially so many of our important industry partner members that are going to be on the floor demonstrating everything from treadmills to lockers and flooring and equipment and all of those things that that often rely heavily on international components. If you are, you know, a manufacturer in the US, for example. What does that mean, not only on the manufacturing side that I just spoke to, but frankly, the investing and putting roots down in in countries around the world. So I think people are, are looking at those investments with with a different lens than maybe they have in the past. This is all things fitness and wellness, uniting industry thought leaders and fit influencers on the mission to inspire innovation and encourage people to live a life fit and well. On this episode, I sit down with Liz Clark, CEO and President of the health and fitness association with the HFA show on the horizon, we explore the Critical Conversations shaping the fitness business, tariffs, advocacy and the policies that will impact operators in 2025 and beyond. Liz provides key insights into the state of the industry, the challenges ahead and the opportunities that come with an evolving global market. We'll also discuss the growing influence of advocacy in securing a stronger future for fitness businesses, the role of policymakers and how industry leaders can come together to drive meaningful change. Plus, we'll cover what attendees can expect at this year's show the conversations that will dominate, what's new for frequent participants, and how these discussions will shape the industry moving forward. Before we get to it, be sure to hit like and subscribe. We have new podcast episodes weekly featuring industry thought leaders and influencers. I'm your host, Krissy Vann, and this is ATF W, a time of recording. The big week is almost upon us. The health and fitness association is going to be gathering all of the industry greats for the event that many look forward to the entire year. Liz Clark, joining me. Thank you so much for making the time, Liz, because, as we were saying a moment ago, there is no way that your calendar isn't stacked at this point. This is the highlight of it, though. Krissy, I'll tell you, thanks. Thank you for fitting me in. I'm excited to be here. Well, I'm so glad to be able to talk about what to expect, because, of course, last year was the huge announcement going through the rebrand from Ursa to the health and fitness Association. This is the first full event now under that branding, bringing everyone together. So I'm curious, because there's always some big themes that come out of every year. What are the conversations that you think will be dominating this year? Yeah, that's a great question, and you're right, last year was all about the rebrand, and what does that mean? And it's been a really exciting year since the announcement of that rebrand, and what that's meant in reality, sort of in the in the week by week and month by month, rollout of it across the country and across the world. It's been really fun. So I think, if I'm reading my tea leaves a little what we're looking at this year, I think that there is going to be a lot of conversation around technology. Obviously, everybody is in this world of embracing AI right now and what that means, but I can dig a little deeper in what I mean when it comes to technology, but I think that that will be an overall theme throughout, is how we're leveraging that and how we're embracing it, and how we're ready for the future with it, and how we're combining that opportunity with other modalities that we've already had that are existent. I also think there will be big conversations about international growth. We know that many of the biggest brands in this industry not only are already have international footprints around the world, but plans to really exceed that and to really speed that up. So I think a lot of those conversations will be happening. And then, of course, when you think about what other people are going to be talking about, you know, it might not be unique to the to this year, but I'm just hearing more and more about it, but it's about mergers and acquisitions, and what does that look like, and and getting the access to capital to make all of that happen. So so I'm seeing a lot of those conversations, a lot of lead up conversation, a lot of those meetings being set to to be had at the show. So I think that's going to be really exciting for the industry, and also really continue. This is such a fast evolving industry that that year by year, it looks totally different. And so I think that won't be any different this year. Well, just kind of leveraging off that, because the whole point is that this isn't just an event for operators in the United States. This is a global stage, a global event. So just kind of leapfrogging off of that, how much is the global attendance in regards. To growth. How is that looking? Because I know that you do a lot of special events around that to really create spaces to build those relationships. I think we're going to see the most international presence that we've ever seen at this show. Last year, we ended it, I think representatives from over 80 countries. We are already at that administration now, so we probably will exceed that. We've also offered seven different if you will, sort of tracks of events specifically for these international communities. So for example, we've done the Latin America forum for many years, and that will continue, but we're adding just a specific Brazil Forum this year. We're adding a specific forum for Japan. We're adding a specific forum for China. We will have the Maya forum so all kinds of sort of people from around the world coming together to talk about issues specifically impacting those those folks. In addition to that, we're having a global advocacy event to talk about, what does that mean, global advocacy, and what are International Federations doing around the world, and where can we be sharing best practices for for outreach in with our various lawmakers and doing advocacy in our various countries, learning from, you know, from those around the world, and what that means. And I know that we're going to talk about advocacy a little bit more in the conversation, but I appreciate that. You highlight that because the collective voice is getting louder. And to your point, a lot of things that these different organizations are pushing for. There's so many similarities. So if we can all get behind the message, ultimately, I think that it's going to have more power when you have an exponent behind it and a broader movement. But we're going to dive into that in a little bit. What I want to know from yourself is challenges that you're hearing because, as you mentioned, obviously, the organization went through a rebrand, but this is an organization that your members have been a part of your membership growing as well, and it allows you this platform to hear from members. What are the challenges right now? And so what do you think some of those conversations are, and that people will be coming together to try and problem solve through Yeah, listen, some of those are the same, and some of them are new. I would say some of the ones that we've continued to hear over time is access to personal trainers and finding really good staff to come and to show up and be reliable at your team every day, and we continue to see that, not only in this sector, but frankly, the business sector everywhere. So I think that that's one that I continue to hear about. I think some new collective challenges are, what is the future of the of trade and tariff for us, especially so many of our important industry partner members that are going to be on the floor demonstrating, you know, everything from treadmills to lockers and flooring and equipment and all of those things that that often rely heavily on international components. So what does if you are, you know, a manufacturer in the US, for example. What does that mean? The the Chinese tariff, Mexico, Canada. So what I would say is there's a lot of international uncertainty when it comes to making a lot of business decisions right now, not only on the manufacturing side that I just spoke to, but frankly, the investing and putting roots down in in countries around the world. So I think people are are looking at those investments with with a different lens than maybe they have in the past, and think about what's going to be the best, most viable solution for businesses slash. It's a competitive marketplace, and it's a little bit of a race. So some of these markets that are untapped, it's a race to get into them. So, so how do you do that, and how do you navigate that in a smart way. I think is a lot of the questions that that I'm hearing from our members, for sure, everyone's in a real time pivot as well. And so I think there's really no better time to have all these intelligent business brains come together that are experts in this industry to do the idea sharing, because it's not one Pro, one individual that's going to solve the problem. So I think there's going to be great opportunity for a lot of perspectives to be shared. I also think it's a great opportunity for people to come together and celebrate some of those opportunities, and discuss the opportunities. Because one of the things I find fascinating for myself getting into this space, you and I, Liz, sat down the first time, really the big year post pandemic, once that momentum was starting to flourish, and then into 2023 Wow, oh my goodness, things were turning so much faster, and now we're in through 2025 so what are the biggest opportunities in the fitness business right now that are really sparking excitement amongst your members? Yeah, and I mean, just to my point earlier that I made things are evolving so quickly and so rapidly. And I think at that point, when we first talked, it was a little bit like everything old is new again. So at that point, it was like cold plunges were coming back. People were taking cardio out and putting more weights in. And so I think there's been sort of a roller coaster of that going on. What I would say is the. Even stepping back, I think a lot of our our member clubs are looking at even pricing things differently, and what that offering looks like. As far as maybe a family membership is no longer a family membership like it used to be traditionally, maybe that now includes your neighbor or includes somebody else. So I think we're seeing some really cool, creative things. As far as pricing goes to to continue to make it a warm and welcome place where you want to come and exercise and feel better, I also think there's a tremendous opportunity, and we're seeing it on the medical spa side, and we are seeing so many traditional clubs now bringing in professional medical folks to talk about, what does that mean for overall wellness and recovery, and we would be a fool to not mention GLP ones, and everybody under the sun getting involved GLP ones, and what does that mean to be part of that conversation, administering them safely while balancing the act of liability protection with that. So it's a bit of the wild wild west on it, and everyone has the best of intentions on it. I just think we're going to see the medical and recovery side continue to explode. Yeah, I think there's going to be more clarity around those conversations as well, because it was so new initially, and everyone was dipping a toe, and what did the legalities look like, and how do we be involved? Whereas now there's real time data from some of the members in the ecosystem, so it's going to be interesting. And it's still a debate to your point, a little wild, wild west. So it's always fascinating to see those conversations go down. And one of the things that I know the HFA does very well is think about the conversations that are going to be had at the show. I know previously you've drawn from hospitality so that members can get a different perspective in regards to how businesses can be run and creative ideas and thought starters. So what do you think will surprise people most when attending this year, whether it's a speaker and innovation or a shift in the industry. Wow, I think a lot of it, right? I think we have some tremendous keynote speakers lined up. You know, they're they're all going to be fantastic. We've just made a pivot. So we're going to be welcoming Chuck Runyon, the founder of Anytime Fitness. He's going to be keynoting us on on Thursday morning, as well as our speakers highlight AI and marketing on Wednesday, and then, of course, a rod on Friday. It's been a while since this organization has had a major celebrity speaker, and what's really cool about about Alex is that not only, you know, tremendous athlete in history there, he has businesses within our industry. So he owns clubs. He is living this day, day in and day out. So I think it's going to be really interesting and learn and hear from him what he's experienced as now he's part of our industry, but beyond that, we've got, you know, some other things that are really exciting happening at the show that have never happened before. Have created the inaugural Hall of Fame. So the health and fitness Hall of Fame, which is really great, there is no shortage of icons and heroes and people in this industry. And so we've put together this this committee to go through and say who's the inaugural class? And they've picked, hands down like a tremendous first class, but there was no shortage of another 50 nominees that could have been beyond that. So I'm excited to get the Hall of Fame off the ground, have the inaugural class, and to have that grow and just snowball into the future. Which I which I know it will. We also have a handful of really cool VIP events that we're doing that that maybe the masses aren't aware of. So we are doing a really cool event for our VIP pack contributors to go to the UFC training and to be led by Forest Whitaker, a former fighter, to show us. And there'll be actually a fight scheduled, I think, after we're there. So we're going to see actual training of these fighters, which is great. We're working on a back of the house tour. So, so for some executives, I'll be taking them around to see the security operations at Mandalay and the things that you never really ever get to see. And so lots of cool experiences that that are going to be happening. In addition to that, some things that'll be very visible, that you'll see, we've created an experience stage on the trade show floor, so where we're going to be doing trainings and exercises and speeches and education sessions, and that'll be a very interactive area. We've got a pickleball court, and we'll be doing a pickleball Expo, sort of throughout and and having pickleball paddle providers and balls and courts and all of that. So some cool, sort of, more interactive things going on on the floor. Of course, we'll have the HFA booth. We debuted an HFA booth last year. We're going to continue. We've increased the size of that a little this year, and some, some really cool new vendors coming on the floor that. That we haven't seen in the past, or some maybe that we haven't seen in a while. So I think a lot of good energy we're going to see coming from the show floor without question. You know what fascinates me as you describe that is that makes me think about exactly the conversations that a lot of health club operators are having right now, that their members want something experiential around their traditional gym experience, and you're essentially mirroring that in what you're putting together in the event itself. So I'm sure those that you know, maybe it's their 10th, their 20th visit, it's so nice that there is something new for them to take in. And pickleball I'm already training. I already have a tournament on Wednesday morning. Yourself, Krissy, we got Right exactly. Luckily, I know that the recovery lounges are in abundance. They're always busiest on the Friday when people's feet and poor footwear choices have caught up with them. So anyway, if you see anybody on my team, I have approved a comfortable footwear policy this year, so I'm already working my comfy, yes, and so I said to the team, okay, comfy, but appropriate footwear, so that we're hopefully not all arm wrestling to get into those recovery booths on Friday, exactly. I know that's when the most competition happens for them, for sure. Well, we kind of started the conversation talking about the fact that last year the big moment, of course, was the rebrand. But it's not just a what's in the name type of moment. It's really been about a focus, changes of direction, really this kind of honing, where you want to travel as an organization. So tell me a little bit about what the health and fitness Association has been focusing on for their members throughout this year. And what you're really looking at heading through 2025 really that value of membership being my point here, right? And I mean, we talk all the time about what is the value proposition of being an HFA member? And what we say is it's we're really doing three things. We are here to grow, promote and protect the industry, category, and the way that we do that is through advocacy, education and research. And so we'll be talking a lot more about what that means, and what, how much of our time and effort and resources are going into advocacy, how much of that is going into education, how much is going into resources. And so sometimes those things need to evolve based on the political environment based on the appetite of what your members want. And we are nimble and we're flexible to be able to do that. But what I will say so, in addition to, and I'm happy to dig into any of those three topics, if you want more Krissy, but some new things that that we're looking at that I think are important, are back to what I said about technology really being a focus and that I'm seeing more and more about. I'm actually going to be doing a beta test to create what might be a digital technology council for the HFA, for us to come and to bring, sort of those wearables and the insurance communities in with other manufacturers, and to make sure that they're talking to each other, and to really think about what it means from a data standard setting perspective. And nobody really thinks standard setting is really exciting and sexy, which because it's not, but it's really important, and it's really important that when people you know, go on a treadmill and they're watching what their ring says, or they're watching what their watch says that it says, The same thing is what the treadmill is saying. And so sometimes, those of you that follow and then have all of those bells and whistles, you'll see that there might be some inconsistencies. And so what does that look like? And what can we do to be the convener, and, you know, to really streamlined that the other thing that I'll just add that I hope and maybe I'm revealing it. You hear it first here on all things fitness and wellness, but we are really close to having an agreement for for additional events in both Mexico and Dubai. So I mentioned international growth. We are looking at it, we are doubling down on it, and it's a really exciting time. So hopefully some details of that will come out next week as well. Excellent. You know, I'll be barking up that tree, but kind of to your point of what I want to dive in additionally that you did bring up is the research part, because when I kicked off the year, I had the opportunity for Anton Severin to join me, who obviously had just released a huge batch of new research, and the information was extensive, and one of the things we talked about so greatly, I myself have followed your teams out on Capitol Hill, and it becomes really apparent quite quickly that the more data you have, The more seriously they're going to take your message. So can you kind of elaborate a little bit? Because obviously, research has always been part of what formally Ursa did, but why there is this extra effort to ensure that we do have more data to back ourselves up as an industry? Yes, so thank you for having Anton on that was a great episode, and I've been giving. Them a lot of grief, because the name of that study is the price elasticity study. And that's not that easy to say, and I'm saying it frequently so anyway, but it is a really important study to show you know what how much elasticity is it in pricing before people will either go or they won't go to the gym. And that was actually a tool designed specifically for advocacy purposes, so to help governments understand what they can be doing, to hopefully, maybe subsidize or support efforts to allow people more access to the gym. That wasn't necessarily for all of our owners to go and change their pricing. That wasn't the point of that study. But even just bringing Anton in on the team alone is a huge development since, since from last year, we never have had a vice president of research on our team. So to have somebody with that background, with that knowledge, has been really exciting, and the products he's putting out have been tremendous, and so many more to come. So the other piece, and you mentioned the fly in, and that was some research that we rolled out last year, was the overall economic impact study of our industry here in the US, and what does that mean? And we know now that we are a$22 billion industry with 430,000 employees, direct employees that does not include part time, that does not include personal trainers, that is full time, FTEs in our universe, we very deliberately did it that way too, to say, what is the baseline? How big is our industry baseline? Now let's build up and build up, and so that doesn't include any of the vendor community, any of their industry partners, equipment makers, anything like that. So we'll be updating that study in the next year to be able to see and to be able to say, what is the economic impact that we're having in every community around the country? How many taxes are we paying? How many people re employing? Because we are having those conversations along every other business that's trying to be part of a policy, regulatory environment, and so just being able to differentiate ourselves and saying we're healthy and we're making people live longer is important, but it's also important that they know that we're good actors and that we are part of an important part of the business continuum. So So those are sort of the datas in the studies that we're looking at, and depending on what our messages that we're trying to say, but right now, that is what we're saying, is that, you know, nobody wants to talk anymore about the C word, right? It's over or through it. And you know, so how do we just ensure that we're not left behind in the future? And part of that is being able to make a real business case. And what does that? What does that mean? And really professionalizing our industry, or at least communicating the professionalization that our industry has done to itself, that maybe has been lost on lawmakers, because so much is lost on them, because they have really full plates. So great stories there. You know, I'm hearing about people in an industry that are creating ESOPs, which is not typically a normal thing that goes on our industry. It's a great story to tell. You know, people working and owning and being investors in their own business is really fantastic, and I think we're going to see more and more of that coming well. And just bridging off of that note, what are the main policy priorities, if you're heading back to the Hill, what are the biggest things that you're looking to communicate that matters most to your members, yeah. So I'll start at maybe the highest level, and that is, we know that we are in what we're calling the mega decade of sport. So there is going to be all eyes on sport and fitness for the next 10 years, between World Cup and Olympics and so many other things going on, which is a really great opportunity for us that. And so with that, we're going to be launching a campaign a 30 for 30 is, how do we have 30% of people moving by 2030 now, measuring people moving could get a little tricky, so we need to really rely on our members and partners to help us with that. But that's the overall goal, is to say that and to and to draft behind that now there are probably three pieces of policy that are relevant to that right now that I'll say the first is really getting to know this new Congress and this new administration. So we have sent letters to the White House. We have sent letters to HHS Secretary RK Jr, who is a very big fitness enthusiast himself, so that's a good story for us, and we have for confirmation. We know he's seen it, and we know Susie Wiles and other people in the White House are seeing this, and they're very excited to see our support and to work with us on the President's Council of physical fitness, and really talking about what that means to bring physical fitness, maybe back into schools in a more real way, more measurable, so more to come at the highest love that two other levels or two other sort of policy. Things that I'll mention is, of course, the Fit act. And we have been working on fit for quite a while as an industry, but. I believe we have never been better positioned than we are right now, today, with with what we have, with the administration and the Congress Now that said, even though we've been talking about it a while, 60% of Congress are all new, so they've never heard of it. They don't know what it is that we're talking about. But the good news is, every time we talk about it, and we say, let's use HSA FSA dollars to join a gym or to put it toward youth sports. Everyone's eyes light up and say, well, that's a no brainer. So so we're working really hard on that, but we're working hard to make sure that it's not going to cost the government a lot of money, because we also have a four and a half trillion dollar budget that that these guys are trying to cut. So I don't envy their jobs with these budget conversations. The other piece is, I'll just talk about military readiness, and that's something I know Krissy, we've talked about as well. And what does that mean to have a military that's that's fit and able and ready to defend our country? Should we need it? And we've seen, on one hand, a good, positive story, that we've seen more enrollments happen with this administration, but then it still becomes challenging to meet the basic physical fitness test. So how are we making sure that our people that want to apply to the military, our veterans have access to to to good exercise equipment and facilities to do it in so and then there's a lot beyond that, but those are big, big, you know, fish to fry, and so we're trying to keep our focus on that. And then meanwhile, you know, all the challenges that happen on every at the state level, day in and day out, we're fighting those you know, that's like, it's a whack a mole situation, one pops up, you kill it. Another one pops up somewhere else, you kill it. So we're working really hard to make sure that we've got the right defense team at the state level too, so people can really understand it. Are you able to share a win that you had in 2024 in regards to advocating for some of those, because you have been playing intense whack a mole, we have that's, that's a great question. We have a lot, um, you know, I'll just say one that we just passed, even last week, was in Ohio, where they were going to add a sales tax to gym memberships. And we were able to fight that back, and it didn't get added. That was going to be a five and a half percent tax that would have needed to be made up by either the owner or you pass it on to your member, a really clear, simple thing like that, great win. On another hand, something less clear, but important. Last year, Maryland, liability protections were eliminated, which meant that if you had signed a waiver saying, Oh, if I'm on my phone on the treadmill and I fall off, I can't sue you. Well, that eliminated the protections of all of those liabilities. So it completely exposed our members to vulnerabilities there, and we were able to get that back, added in, and so on and so forth. And Krissy, I've got probably 30 more of those, of those stories everywhere and and they're really important. They happen really quickly. And then on top of that, we're trying to get proactive. So it's one thing to be defensive and to fight back, fight back, but then what are we doing proactively, to try to have a good story to tell, and some things that can actually help the industry well, and I appreciate you highlighting those. And the reason why I asked that is exactly to your point. Obviously, we have tons of industry veterans. We also have tons of people in the industry that hire multi unit operators to the nines, but if you're a smaller operator, or perhaps newer in the industry, you may be less aware of the fact that there are opportunities to have an association that is advocating on your behalf. But there's also responsibility of individuals as well to be able to raise their profile and amplify their voices behind why this industry matters. So for those that aren't in the arena, because I know that's something you say very often. For those that are not, can you just kind of leave us with a note of why it is important to take part and how people can contribute and take part, because sometimes it seems like you're battling a Goliath, but then if you have an entire community that's way more snackable. So just kind of explain how people can get involved and ways that they can because people are probably thinking, I'm so busy and I'm trying to keep my head above water to learn all this technology and all the rest of it, so kind of where they can help in a way that's actually not going to take too much of their business time either. Yeah, that's a great question. Krissy and so relevant. What I'll say is that we, as an organization as HFA, our job is to be there to take the arrows for people to be, to be the buffer zone, so that our members aren't feeling the direct impact. So what we really are doing as an association is providing an insurance umbrella. So I just talked about, you know, the Maryland thing, and there's 30 more of those that probably clubs don't know, but probably. Saved a lot of them in their existence. What I'll say is it's everyone's job to participate. So whether you're an HFA member or not, and I want everybody to be an HFA member, it's really investing in your own business. The more time that you invest, the more relationships that you make with your mayor, with the people that are going to be making the policies around your town, you know, they can make or break. What that means for your parking garage if there's a pothole in front of your you know, your shop. So there's so many things that, by investing and making a relationship with lawmakers, that they will invest and help your business as well. So what I say is that's our job, holistically as an association, is we're doing that everywhere we can and so so to invest, because if you don't, then, then nobody else is doing it behind you. We're not doing it for just the good of the order. We need members to help us do it. We need funds. We need resources to help us do it. And you're right. People are really busy, and this doesn't need to be everybody's main time job, which is why I say, if you ever the opportunity to come to Washington, DC and join our fly in, it's two days out of your year where we will hold your hand. We'll walk around on Capitol Hill, not actually hold your hand. Don't worry about that, but we will make sure that everybody is comfortable going into these meetings and and you are there to just talk about your businesses, how you're impacting your community, how you're making people healthier. We will handle all the nerdy policies, policy stuff like on the back end, so we don't want people feeling overwhelmed. And so I keep saying it please, if you're expanding, invite your legislators, invite your mayors and folks to come to be part of ribbon cuttings. Invite us. We want to leverage all the good stories and all the good things that you're doing in these communities, and we are the group to do it, because we represent the biggest of the big and the smallest of the small. And depending on who you're trying to influence, sometimes you need to be able to talk about all of those things and everybody in between. So I would just say, please stay involved with that. Please look at our our shorts recording that I'm doing with industry icons throughout and people from non industry as well, to learn and take take learnings from them. Get on our advocacy newsletter, what comes out monthly, where you can hear what we're doing, what we're fighting for, why it matters, why it impacts your bottom line. Get get on those lists, to get those research reports, leverage them, where you can to benchmark yourself against others and so on and so forth. And then, if there's something we're not doing, we want to know that too. So make sure that you're letting us know. I appreciate that so much, and I can personally attest having covered a couple fly ins now, at the end of the day, in the beginning, when everyone gathers, there's sometimes a slight undercurrent from certain people, because it's a new experience, that little trepidation of what to expect, or how do I position, how do I say and by the end of it, everybody talks about what a great experience it was, what a great day it was, how they either want to return or somebody that they know in the industry to tell them to participate. And that is a testament to the fact that I've seen how much work your teams put into that preparation phase, so that when they hit the hill, it can just be a rewarding experience to essentially amplify and talk about why what we are doing matters. So Liz Clark, I promised I wouldn't keep you long because life is busy getting ready for this big show, but I do look forward to seeing you in Vegas next week, and of course, I'll have the microphone in hand, so don't be shocked if I flag you down. I look forward to it. Thank you, Krissy, thanks for being there, and thanks to everybody that will be there. It's going to be awesome. Can't wait to see everybody you've just listened to the All Things fitness and wellness podcast hosted by Krissy Vann. Be sure to hit like and subscribe. We have new podcast episodes weekly featuring industry insiders and influencers. Together, we're on a mission for everyone to live a life fit and well one.

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