Elevate and EMD UK partner to launch ACTIVATE: Putting the power of Group Exercise centre stage at Elevate 2027
Elevate, the UK’s trade event for the fitness, sports therapy and physical activity sector, is set to launch ACTIVATE at its 2027 edition on 16-17 June 2027.
More than simply a new stage, this is a dedicated, interactive space, which will combine live demonstrations and practical masterclasses with thought leadership panels to showcase the power of group exercise, one of the nation’s strongest drivers of physical activity, mental wellbeing and community connection.
Developed with EMD UK, the National Governing Body for Group Exercise, ACTIVATE will sit alongside Elevates established programme of DEBATE, ACCELERATE, GENERATE and COLLABORATE with a simple purpose: to put the power of group exercise into practice.
Elevate’s programme has been designed around a connected theatre structure, taking the industry’s biggest questions from discussion through to evidence, commercial opportunity, community delivery, healthcare and practical application. ACTIVATE represents the next step in that journey.
While DEBATE asks what is changing across the sector, ACCELERATE explores the science and evidence, GENERATE looks at the commercial opportunity, and COLLABORATE focuses on delivery and partnerships, ACTIVATE will showcase why group exercise is one of the sector’s most powerful tools for engagement, retention and community and, through its varied programming, will demonstrate how movement formats actually translate on the studio floor and out in local communities.
Lucy Findlay-Beale, Event Director at Elevate, said:
“We wanted ACTIVATE to feel fundamentally different from a traditional conference theatre. Group exercise is one of the most powerful tools we have in this sector, and it’s something you feel and experience, not just something you talk about. ACTIVATE gives us the opportunity to bring the topic to life and working with EMD UK, the National Governing Body for Group Exercise, gives us a fantastic opportunity to create something energetic, practical and genuinely useful for the industry.”
ACTIVATE will provide a dynamic platform for organisations, instructors, operators, educators and experts to demonstrate the breadth of the group exercise world and discuss what’s next for the sector. Sessions are set to explore the latest conversations, touching on everything from new approaches to re-emerging formats, and will also delve into important topics, such as inclusive movement, active ageing, youth activity, performance, wellbeing and emerging opportunities for operators.
The space will also give brands and partners the opportunity to join the exhibition, with a focused area on the show floor where the audience can meet and directly experience their products, services and approaches.
Dan Rees, CEO of EMD UK, said:
“Group exercise is a dynamic and integral fixture on any gym or studio timetable. It breaks down barriers to entry, builds lasting community connections and encourages people who might never otherwise set foot in a gym setting to get moving and get inspired by exercise. Partnering with Elevate to create and deliver ACTIVATE is an exciting prospect for us, since it allows us to give group exercise the dedicated national spotlight it deserves. By bringing operators, training providers, and the instructional workforce together in a live, interactive environment at Elevate on the new ACTIVATE stage, we can showcase just how high-quality group exercise can tackle inactivity, support public health and drive sustainable growth across the entire health and fitness sector.”
The launch of ACTIVATE forms part of Elevate’s wider ambition for 2027: to create a programme that reflects the increasingly interconnected nature of the physical activity sector. With more than 115 seminars across four core theatres in 2026, alongside a series of partner-led stages, Elevate is evolving its programme for 2027 to create clearer connections between the issues shaping the sector and the people working to solve them.
Elevate 2027 will take place at Excel London on 16–17 June 2027.
