MCI Belgium stepped in as a trusted partner, helping HFA develop and execute a creative strategy to meet its goals.
We worked closely with European fitness club owners to better understand their needs, providing insights on improving facility management and increasing membership. This helped develop services tailored to the European market, such as a GDPR webinar and research like the European CEO Confidence Index, which addressed critical concerns for fitness club owners.
To strengthen HFA’s voice in the global fitness community, we supported a comprehensive research initiative with Deloitte. This report, covering 46 countries, demonstrated the fitness industry’s substantial $100 billion contribution to the global economy and its role in supporting millions of jobs. This data was crucial in engaging policymakers and reinforcing the importance of physical activity for overall health and wellness, especially during the pandemic.
During Covid-19, we worked closely with national fitness federations and global health organisations like WHO to advocate for the reopening of fitness facilities and to emphasise the health benefits of physical exercise. Post-pandemic, MCI helped HFA reconnect with its European members by organising its annual European Congress and supporting industry recovery research, tracking how fitness facilities were rebounding in the post-Covid era.
MCI Belgium played a key role in organising HFA’s post-pandemic events, including the 2023 European Congress in Lisbon, which attracted 350 participants, and the 2024 event in Barcelona, with 400 attendees. These events have provided vital opportunities for networking, knowledge sharing, and rebuilding community ties within the fitness industry.
