Elevate 2026: A look back at two days of big conversations, bold ideas and a lot of movement

The hidden value of the studio: Why group exercise is your greatest retention asset

Our first hosted panel of the event kicked off on the Collaborate Stage, and it set the tone for everything that followed.

The Hidden Value of the Studio: Turning Group Exercise into Your Primary Retention Tool brought together a brilliant line-up of voices from across the industry:

• Sue Wilkie, Head of Workforce, EMD UK (host)
• Wendy Edwards, GLL
• Aimee Barry, Les Mills
• Gillian Reeves, Third Space
• Libby Day, Group Exercise Product Manager, David Lloyd Leisure

The conversation surfaced something most operators feel, but few actually measure. Your group exercise studio isn’t just another room in the facility. It’s one of the most powerful retention tools at your disposal. When it’s firing on all cylinders, it builds routine, identity, and a sense of belonging. Not just attendance.

As Aimee Barry (Les Mills) highlighted, “Group exercise participants attend the gym more often, stay longer and refer more people,” reinforcing the role group exercise plays in driving both engagement and long-term value.

From the role of community in long-term member engagement to the practical realities of programming, staffing and investment, this session gave operators real frameworks to take back to their businesses. The panel reflected the breadth of the sector, from large leisure trusts to premium boutique-style operators, which made for a genuinely rich and honest conversation.

This sense of community was a recurring theme, with Gillian Reeves (Third Space) noting that “building communities around the club allows people to then use the group exercise spaces when they have people they know in those areas,” underlining how social connection drives participation.

If you weren’t able to make it, watch this space. We’ll be sharing key takeaways and insights in the coming weeks.

Navigating the reformer revolution: Capitalising on demand whilst managing risk

By the afternoon on Day 1, the Generate Stage had filled up with operators, educators and fitness professionals eager to dig into one of the fastest-growing and most complex trends in the sector.

Navigating the Reformer Revolution: Capitalising on Demand Whilst Managing Risk brought together:

• Sue Wilkie, Head of Workforce, EMD UK (host)
• Kristen Dimmock, Pilates Awards
• Michael King, Director of Education, My Academy
• Bill Auvil, Balanced Body

Reformer Pilates is currently the fastest-growing trend in the UK fitness market, attracting a demographic that has historically avoided traditional gym environments. That’s a huge opportunity, but it also brings real challenges around safety, equipment maintenance, instructor scope and insurance liability.

As Kirsten pointed out, “you will see lots of different people seeking out different types of exercise, and the wonderful thing about the reformer is it is so flexible,” highlighting why this modality is broadening appeal across audiences.

EMD UK is leading the way in creating clarity in this space through new Scopes of Practice, and this panel gave operators and educators the chance to explore what that means in practice. The conversation covered the ‘boutique effect’ and why Reformer is bringing new faces into fitness, how to protect your business through professional standards, and the common operational pitfalls to avoid.

The key message? Demand is accelerating, but standards cannot become optional.

That focus on standards was echoed across the discussion, with speakers reinforcing that properly trained instructors are critical to both safety and long-term success in this space.

Whether you’re already offering Reformer or exploring the opportunity, getting this right, from instructor qualifications to equipment parameters, is what separates a high-growth offering from a high-risk one.

The next decade: Dan Rees joins the debate stage

EMD UK CEO Dan Rees also took to the Debate Stage at lunchtime for The Next Decade: Transforming Fitness Education for a Changing World, a panel exploring how the sector needs to evolve its approach to education, qualifications and professional development to keep pace with a rapidly changing industry.

Joining Jenny Patrickson (JP Consulting), Ollie Bell (Create PT), Mark Bagnall (Future Fit) and Steph Heath (Everyone Active), Dan brought the EMD UK perspective on what it means to future-proof the group exercise workforce,  and why that work starts now.

As discussed on the panel, staying ahead of change will require a more proactive approach, with Dan highlighting the need to “have courses, accreditation and training in place for when the next thing lands,” rather than reacting too late to emerging trends.

Movement breaks: Because the best conversations happen when you’re moving

Between the panels and the stand conversations, EMD UK also brought something a little different to Elevate 2026: movement breaks.

Short, accessible sessions led by our specialists, designed to help delegates stretch, breathe and reset between a packed programme of content. Because sometimes a few minutes of movement really does make all the difference.

It was great to see people take a moment to move and return to the rest of their day with renewed energy. It’s a small thing, but it captures what we’re about, making movement accessible, enjoyable and part of everyday life, even at a conference.

Launching the EMD UK instructor survey 2026

One of the highlights of our time at Elevate was officially launching the EMD UK Instructor Survey 2026 at the stand.

This is more than a report. It’s a clear-eyed look at the real workforce challenges facing group exercise right now, from recruitment and retention to pay, working conditions and the pipeline of new talent entering the profession.

One statistic that generated plenty of conversation at the stand: only 4% of group exercise instructors working in gyms and leisure centres are aged 18–29.

The future workforce challenge isn’t coming, it’s already here. And understanding it, in detail, is the first step to doing something about it.

We shared findings with operators, partners and industry leaders across both days, and the response was exactly what we’d hoped for: honest, thoughtful and action-oriented.

If you’d like a copy of the report or want to explore how the findings apply specifically to your organisation, get in touch with the team today or sign up to receive the executive summary.

Two days, countless conversations

Beyond the stages and the sessions, some of our favourite moments at Elevate 2026 happened right at Stand G39.

Drop-in clinics, partnership conversations, questions from instructors just starting out, and operators looking to strengthen their offer, every conversation reminded us why this event matters, and why the work EMD UK does across the sector matters too.

Thank you to everyone who stopped by, joined a session, shared insight or simply said hello. And a huge thank you to the EMD UK team, who worked so hard behind the scenes to make it all happen.

We’re looking forward to continuing the conversations long after Elevate.