Sun, sea, art, culture – and fitness: FIBO USA could not have picked a better place. Miami Beach, which attracts fitness enthusiasts from all over the world with such hotspots as its Muscle Beach, where locals exercise at a plethora of fitness clubs and companies invest in a healthy lifestyle, will host the second FIBO USA from 17 to 19 October. In a study, Miami was just recently declared the “healthiest destination in America”¹ with its diverse fitness clubs, spas, yoga and Pilates studios, wholefood stores and vegan restaurants. The venue for FIBO USA is the newly designed Miami Beach Convention Center located at the heart of South Beach.
The plan is to also bring the strength of FIBO in Germany to bear in the USA: by connecting all market players – manufacturers and club operators, but also public institutions, all types of companies and, of course, the many fitness fans. They will be given the unique opportunity to be the first to put market innovations to the test at the trade show, to network on a global scale, to consult experts and be instructed by top trainers. FIBO USA is a trade show, convention and fitness festival – all in one.
This is where the industry is booming
A quarter of all fitness clubs in the USA are based in the South East of the country. This is one of the reasons for FIBO USA to offer a trade show platform that thrills both professionals and consumers alike. In greater Miami 11,000 people are employed in the fitness industry and 142,000 have gym memberships. “This enormous potential has convinced us that Miami is the perfect location,” Silke Frank, Event Director for FIBO global says and she adds, “With FIBO USA we are entering one of the epicentres of the American health and wellness industry and expect that it will bring new energy to the FIBO brand and fitness community at large”.
New target groups
Be it cruise ships, fully serviced residential complexes or country clubs – fitness permeates more and more areas of life. “We are now entering the Fitness 4.0 phase, a better connected, holistic and health-oriented sector, that serves the bigger picture and with greater relevance to society,” Herman Rutgers, FIBO International Ambassador, in charge of organising the second American Health & Fitness Forum at FIBO USA underlines. “Fitness is no longer limited to the “four walls” of the gym.” This is why such vertical markets as enterprises, fire brigades, police forces, tourism, leisure and home fitness are in focus when canvassing visitors. Miami is home to numerous big players like cruise lines (Carnival and Royal Caribbean), NASA, Real Estates as well as many universities, colleges, country clubs, youth organisations, and the armed forces. FIBO works with ambassadors from all of these areas.
These companies will join the fray
Exhibitors include international market leaders who wish to expand their visibility in the USA but also American enterprises wishing to address new target groups at FIBO. Taking part in the premiere in Miami will be miha bodytec, Aktiv Solutions, Keiser Corporation, Ziva Fitness, MYZONE, Zumba, LesMills, POUND, XBody, and Beachbody. “We need more interaction among consumers, fitness enthusiasts and the B2B sector in the USA. FIBO USA has the potential to become the “big gorilla” in the USA that serves the complete fitness and lifestyle market,” Petra Robinson, Fitness Industry Adviser at ZUMBA, remarks and goes on to say: “FIBO USA stands the unique chance of closing the gap between professionals and enthusiasts and to create a monster event like FIBO in Germany.” Other companies that have already booked their stands include Evolt 360, Cryo Innovations, Fitlight Corp, Blazepod, Ultimate Instability, Dollamur Sport Surfaces, Yogafit, and Alignment Essentials.
What’s more: the trade show is supported by American trade associations – including ACE, the American Council on Exercise, AFAA, the Athletics and Fitness Association of America, which has already certified over 350,000 trainers and instructors, NASM, the National Academy of Sports Medicine as well as WIFA, the Women in Fitness Association.
Learn and experience
FIBO USA also means continuing education, networking, workouts and shows. Club operators should already arrive a day prior to the trade show opening, because 16 October will see the second American Health & Fitness Forum being held in cooperation with Herman Rutgers. This forum is all about global industry trends, best practices and success philosophies. Top personalities from the global fitness industry such as David Long, co-founder and CEO of Orangetheory Fitness, Phillip Mills, founder and CEO of Les Mills, Diogo Corona, COO at Smart Fit, one of the leading fitness chains in Latin America, Todd Magazine, CEO of Blink Fitness USA and Marianne Orderud, Marketing Director from SATS – the leading operator in Scandinavia are expected to speak.
Club operators, trainers and private visitors will get their money’s worth for the FIBO FitPass with some 120 workouts, workshops and lectures. Here, visitors will find great content on topics such as marketing, member engagement, digitization or corporate culture. Celebrity workouts and competitions in physique, strength, calisthenics, and functional training round off the ranges.
About FIBO Global Fitness
From Cologne to Shanghai and from Johannesburg to Miami: FIBO is present with activities on the target markets. FIBO in Cologne is the world’s biggest trade show for fitness, wellness and health attracting some 1,200 exhibitors and 145,000 visitors to Germany. Since 2014, FIBO China has been the central meeting point for the Asian fitness industry. In 2017, the first FIBO event “joined the fray” in South Africa, today’s FIBO Global Fitness Africa. 2018 saw the first HEAT MX powered by FIBO in Mexico as well as the launch of FIBO USA. FIBO is organised by Reed Exhibitions, one of the world’s largest trade show organisers.