A look back at this year’s physical activity facilities forum Europe paf Europe 2026 Review FEBRUARY 2026
www.paf-europe.com Attend as a complimentary buyer conor@stable-events.co.uk Partners & Supporters paf Europe, held across three days, will bring together top buyers and suppliers from across the European physical activity facility sector. We value both work and play, so have created an agenda which will take your new-found partnerships from the meeting room to the mountains. 9-12 February 2027 AlpenGold Hotel, Davos, Switzerland Business at its peak Secure your space today 020 8288 1080 Attend as a supplier julian@stable-events.co.uk
PAF EUROPE REVIEW 2026 paf-europe.com 3 WHEN we launched paf Europe in 2024, the ambition was simple – to create a space where the people shaping the future of fitness and physical activity across the UK, Ireland and mainland Europe could step away from their day-to-day pressures and have the conversations that really matter. Not just quick exchanges on a busy exhibition floor, but meaningful dialogue – the kind that challenges assumptions, sparks partnerships and, ultimately, moves the sector forward. This year, as we gathered for the third year of paf Europe (this time in the stunning Alpengold Hotel in Davos), that ambition felt more important than ever. There is something about bringing leaders together high in the mountains that changes the quality of discussion. Perhaps it is the altitude, the shared experience of skiing/sledging together in between meetings, or perhaps it is simply the time and space to think. Here, operators, gym owners, suppliers, investors and architects met for pre-arranged one-to-one meetings, strategic discussions and informal networking sessions. paf Europe is deliberately curated. Every buyer and supplier is there because they are actively shaping facilities, investing in growth, designing new concepts or supplying the infrastructure that underpins our industry. The format gives people the chance to build relationships that go beyond a handshake – relationships that stretch across borders, from the UK and Ireland to Scandinavia, mainland Europe and beyond. The theme underpinning this year’s forum reflected the reality many of us are facing. On the one hand, our sector is growing. Participation is strong, revenues are returning and the value of physical activity is better understood than ever. On the other hand, we are operating in an increasingly complex environment. Facilities are ageing, capital is constrained, legislation is tightening and employment costs are rising. Expectations around sustainability, inclusivity and compliance are also becoming increasingly relevant. At the same time, society itself is changing. Consumers are navigating a world that is more sedentary, more digitised and, in many ways, more stressful than ever before. The question we posed throughout the forum was not simply how to build better gyms, but how to position our sector at the heart of health, wellbeing and longevity in a world that is often making people unwell. The fireside chat discussed in the following feature epitomised that conversation. It brought together perspectives on policy, physiology and psychology to examine both the pressures bearing down on our industry and the extraordinary opportunity in front of it. While we cannot control every external factor affecting our sector, we can control how we respond, how we collaborate and how boldly we define our role in the future of health. Bringing the right people together, in the right environment, is where that process begins. Toby Filby, managing director of Stable Events introduction 05 THE FIRESIDE CHAT The ‘fireside’ discussion at the paf Europe forum in Davos, Switzerland, explored the challenges and opportunities facing the sector, from funding and regulation to the growing role of lifestyle, wellbeing and longevity. 11 WHAT THEY SAID... Industry leaders, buyers and suppliers share their experiences, highlighting the event’s unique blend of business networking, engaging activities and memorable settings. 15 PAF EUROPE 2027 We look at how next year’s forum promises another distinctive, insightful and highly regarded industry event that blends focused business engagement with an inspiring alpine setting. contents E D I T O R Helen Adkins D E S I G N E R Sandra Leal Cid S A L E S Julian Walter MANAGING DIRECTOR Toby Filby PUBLISHED BY: Stable Publishing Limited, SBC House, Restmor Way, Wallington SM6 7AH
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PAF EUROPE REVIEW 2026 paf-europe.com 5 HIGH in the Swiss Alps, the paf Europe forum 26 gathered operators, gym owners, suppliers and architects from across the UK and Europe for a wide-ranging discussion on the current state of the fitness sector and the forces likely to shape its future. The conversation addressed immediate operational challenges alongside longer-term shifts in how the industry might position itself within the broader health and wellbeing landscape. Marianne Boyle, director of Membership and Sector Development at ukactive, opened the session by outlining the funding gaps, rising costs and regulatory changes affecting the sector. She was joined by physiologist and wellbeing consultant Oliver Patrick, and psychotherapist and psychological longevity educator, Charlotte Braithwaite, who together explored the broader health trends and behaviour change factors influencing the industry. A sector growing – but under pressure As host of the session, Boyle painted a picture of progress tempered by significant challenges. ‘We are seeing incredible data and incredible insights, and the industry is seeing a financial return that really shows that we are growing,’ she said. ‘We are doing great things as an industry, but at the same time we do need to brace ourselves because it is not quite smooth sailing yet, particularly where facilities are concerned.’ For operators responsible for facilities and long-term investment, these pressures are especially acute. Boyle pointed to research from 2018 revealing that two thirds of UK public leisure facilities were in a decaying and unsustainable state. Fast forward eight years and the sector are still in a very similar position, she pointed out, attributing this to a lack of capital investment needed to support sustainability. The removal of funding from the Public Sector Decarbonisation Scheme has further limited operators’ ability to retrofit ageing buildings and improve energy efficiency. Added to this are planning restrictions, rising rents and changes to business rates, with Boyle highlighting that there is also the new business rates multiplier, and the impending revaluation of business rates and the impact that is going to have on stunting growth, particularly for independent operators but also for multi-site franchisees. As economic pressures mount and legislation tightens, the ‘fireside’ discussion at the paf Europe forum in Davos, Switzerland, explored the challenges and opportunities facing the sector, from funding and regulation to the growing role of lifestyle, wellbeing and longevity paf Europe 2026: The fireside chat
PAF EUROPE REVIEW 2026 6 paf-europe.com She also flagged increased operational costs, saying: ‘The Employment Rights Act has just come out. National Insurance contributions have increased and the national minimum wage has increased, which is great for employees but adds more strain on employers.’ Other legislation including the Terrorism Act, Martyn’s Law, the Digital Markets, Competition and Consumers Act, and the Planning and Infrastructure Act will also impact profit margins across public, private and independent operators. Potentially costly and complex refurbishment work is also expected following the Supreme Court ruling on transgender guidance and single-sex service provision. Boyle warned: ‘There are going to be costly and time-consuming refurbishments required, and in some cases refurbishments will be impossible because of the age or listed status of buildings. That will create a huge challenge for us as an industry and could also be reputationally damaging when systems come into play.’ Despite these challenges, Boyle stressed the importance of awareness and the support that ukactive give: ‘Whilst that may feel a little doom and gloom, it is important that we consider the picture we are walking into over the next 12 to 18 months. Ukactive, as your industry trade body, can support you. This includes lobbying around the £400 million Community Infrastructure Facilities Fund, engagement with government on business rates, and guidance to help members navigate legislative change.’ A changing health environment Oliver Patrick then took to the stage and shifted focus to the broader societal context shaping the demand for health and wellbeing in the UK. ‘We are not living longer in good health,’ he pointed out. ‘The average female in the UK has 19 years of ill health and males around 14 years. There is no health service servicing the needs of most people. The wellness industry is projected to grow to 10 trillion by 2030 because people are lost.’ Patrick described the modern world as an ‘obesogenic environment,’ where technology and convenience reduce physical exertion: ‘If something can be automated, it will be. If I can take an escalator instead of stairs, I will. An easier life is not necessarily a better life.’ Marianne Boyle, director of Membership & Sector Development at ukactive
PAF EUROPE REVIEW 2026 paf-europe.com 7 He noted that about 70% of calories consumed in the UK come from ultra-processed food, with 64% of the population overweight and roughly half currently obese. What’s more, stress, sleep disruption and constant digital connectivity add further health burdens, with 24- hour news cycles, perpetual work cycles and social media creating physiological and psychological inputs that are new. These are contributing to poor sleep for 61% of the UK population, most of which is not linked to clinical conditions. In this fragmented landscape, Patrick argued there is currently no single professional responsible for guiding individuals through the full spectrum of lifestyle factors. ‘According to McKinsey, 70% of the multi-trillion dollar wellness industry is products and 30% services,’ he said. ‘It is a smorgasbord of individual opinions, mostly influencer led. Fifty six per cent of Gen Z take their health advice from TikTok.’ Yet this gap, he explains, presents opportunity: ‘There is no single place where people go to have their lifestyle curated from A to Z. The fitness and wellbeing sector is best placed to do that.’ From wellbeing to longevity Patrick highlighted the rise of longevity as a more accessible concept than wellbeing: ‘If I ask what wellbeing means, some will say more energy, some managing medication side effects, some aesthetics, some performance. Longevity is more straightforward – live longer and be well for more of those years.’ He referenced concierge longevity programmes measuring metrics like grip strength, VO2 max and bone density – indicators fitness facilities already influence. By reframing these around lifespan and healthspan, facilities can unlock new engagement and revenue opportunities. However, he cautioned against superficial adoption. ‘Wellbeing cannot be a bolt-on room down the corridor. It must be integrated culturally and operationally. Staff must understand it and speak the same language. If it is not part of your DNA, you will damage credibility.’ Facilities must align their environment to future services, with attention to air quality, lighting and recovery spaces. He added a warning that other sectors are moving into lifestyle and longevity: ‘If fitness does not own lifestyle, other professions will move into that space.’ Behaviour change and engagement Psychotherapist and psychological longevity educator Charlotte Braithwaite brought focus to the psychological and behavioural dimensions of participation. ‘The therapeutic industry isn’t thinking enough about the body. Even in my field, forwardthinking conversations that truly include the body aren’t really happening. That actually puts this industry at an advantage, because we are integrated as mind and body.’ She described ‘perma stress’ – a constant low-level sense of urgency – and its effects on individuals today. For operators, this has implications for how members are engaged: ‘It’s really important that we educate human beings on what it means to be a human being – and that is inclusive of the body.’ Braithwaite highlighted barriers such as gym intimidation and shame: ‘People associate gyms with fit people. There’s shame tied to identity – ‘I’m not really the person who goes to the gym. I’m not the person who runs marathons.’’ Her prescription for increasing participation is simple: ‘If we Charlotte Braithwaite, psychotherapist & psychoeducator, Be Conscious Consulting Ltd
PAF EUROPE REVIEW 2026 8 paf-europe.com want to welcome more people through our doors, we have to meet them where they’re at. Meet the human, not just the aesthetic.’ She emphasised consistency and psychological safety as key for lasting engagement: ‘When people walk through the doors, are they met as a person or directed straight to equipment?’ She also noted the importance of social connection: ‘Facilities need to be spaces where people can congregate, belong, commune – social wellness.’ GLP-1: threat or opportunity? The conversation also touched on GLP-1 medications, increasingly common in weight management. Patrick stressed their effectiveness depends on lifestyle support and integration: ‘As a drug, it doesn’t work without us. It’s very effective … but weight loss isn’t the best target. Lean tissue retention is. Without resistance training and nutritional guidance, users risk losing muscle mass. These drugs cannot work outside of lifestyle curation.’ Braithwaite added the psychological component, with behavioural change as a crucial factor: ‘We cannot expect people to change behaviour if their beliefs aren’t addressed. Identity sits between belief and behaviour.’ For operators, the discussion suggested that facilities may have a role in supporting individuals using these treatments through exercise programming, nutrition and behavioural guidance. Looking ahead The Davos discussion underscored the complex landscape shaping the sector’s future – from economic and regulatory pressures, to shifting consumer health needs and the importance of behaviour change. Together, Boyle, Patrick and Braithwaite offered a multifaceted view of the challenges and opportunities ahead, with one clear takeaway: the sector’s ability to evolve and integrate lifestyle, wellbeing and longevity will be central to its long-term success. Oliver Patrick – clinical director, co-founder, Pillar Wellbeing, Future Practice, Viavi Health Strategy
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PAF EUROPE REVIEW 2026 paf-europe.com 11 Yet again, the Stable Events team have delivered a professional and valuable business networking event that creates connections and forges stronger working relationships. The venue was impressive but the experience was outstanding. Elevate Sports The location for paf Europe in Davos was absolutely incredible. The balance between meetings, activities, social elements and a bit of downtime was spot on. It felt really well judged and allowed everyone to connect properly without it feeling over-structured or exhausting. Total Fitness The calibre of delegates was superb. The conversations – both formal and informal – were incredibly valuable, and the balance between business and social interaction was excellent. The balance between structured meetings, inspiring discussion and unforgettable social moments on the mountain made this one of the most enjoyable and valuable industry events I’ve attended. Bluestone Resorts Ltd A fantastic event which allows suppliers and buyers within the sector to meet in various settings which allow for meaningful conversations and connections. An absolute highlight event of the year for me! Kore This was one of the best events that I have ever attended. I loved the fireside discussion and took so much away from it. The destination, facilities and organisation was second to none. Excellent opportunity to meet new contacts and colleagues. Celtic Leisure Industry leaders, buyers and suppliers share their experiences from paf Europe 2026, highlighting the event’s unique blend of business networking, engaging activities and memorable settings What they said… buyers
12 paf-europe.com Many events struggle to strike the right balance between networking and meaningful learning. paf Europe achieves this exceptionally well, creating space for genuine, high-quality conversations that lead to real connections. University of Strathclyde Carving down an incredible ski run with new friends was a highlight. That shared experience gave us memorable connections that really helped us all to do business together. Space+ Place The unique atmosphere of the alpine resort creates an intimate environment that genuinely fosters collaboration and meaningful conversations. Being in that setting encourages openness and connection, making it much easier to build relationships and explore opportunities with others in the room. FaulknerBrowns suppliers It’s rare to attend events that offer such engaging activities like skiing, and it was refreshing to see how this reflects a more modern approach to networking. The environment made it easy to build meaningful connections and have ongoing business conversations without feeling overwhelmed. Layrd Design The agenda was jam packed, which was exactly what we wanted. With lots of activities and plenty of time to network, all in all there isn't an event like this that allows personal connections like this to take place. FÔLD The mountain environment created a relaxed atmosphere which really helped conversations flow naturally. It struck a great balance between business focus and informal networking. An exceptionally well-organised forum that delivers real value. The quality of buyers, the structured meetings and the informal networking opportunities created genuine business conversations rather than surface-level introductions. Recotherm The fireside discussion was the perfect start to meetings, easily the best kick off to an event. paf Europe is an incredible event, perfectly planned and organised in a wonderful location enabling conversations and partnership. Gladstone Software The defining memory for me was the collaborative atmosphere created by the group. The openness of the discussions and the shared focus on addressing real sector challenges made it a space for meaningful dialogue, strategic thinking and genuine relationship-building. Hadron Consulting
paf-europe.com 13 PAF EUROPE REVIEW 2026 Now in its fourth year, and returning to Davos, Switzerland, for the second time, paf Europe 2027 promises another distinctive, insightful and highly regarded industry forum that blends focused business engagement with an inspiring Alpine setting • paf forum Ireland, 15-16 September 2026, Grand Hotel, Malahide • paf forum, 1-2 October 2026, The Belfry, Sutton Coldfield • paf Europe, 9-12 February 2027, AlpenGold Hotel, Davos, Switzerland • paf forum Scotland, 18-19 March 2027, St Andrews, Scotland paf Europe: 9-12 February 2027 TAKING place at the luxurious AlpenGold Hotel, a contemporary landmark overlooking Lake Davos and surrounded by the Swiss Alps, paf Europe 2027 will offer the usual perfect balance of work, networking, face-to-face meetings and relaxation. Over two days and three nights, delegates will engage in targeted one-to-one meetings, interactive discussions and insightful sessions exploring the future of physical activity, wellness and facility design. The programme is designed to foster meaningful connections, not only during structured sessions but also through informal moments unique to Davos. Conversations flow naturally whether on the slopes skiing, enjoying exhilarating sledging adventures, sharing meals in the mountains or unwinding in the hotel’s elegant spa, bars and restaurants. Hosted buyers receive three nights’ accommodation with all meals included, alongside a rich variety of networking experiences. Skiers and snowboarders benefit from included lift passes and lessons, while those seeking alternative outdoor fun can enjoy guided sledging excursions through the picturesque winter landscape. Evenings feature relaxed social events such as a traditional fondue party and a gala dinner that brings the community together. Buyers can also indulge in the hotel’s luxurious spa and state-of-the-art fitness facilities, providing a perfect way to relax and recharge. The 2027 forum will be held between the 9th and 12th February, and will gather together senior operators, developers, architects and suppliers from across Europe. The event creates a dynamic platform for strategic conversations that lead to lasting partnerships and new initiatives driving the sector forward. As the physical activity industry continues to evolve, paf Europe remains a unique space where collaboration and innovation thrive, all set within an environment that inspires clarity and shared purpose. Further information Participation is limited and demand is high. To register interest or explore highlights from previous editions, visit www.paf-europe.com For suppliers, contact Julian Walter Julian@stable-events.co.uk For buyers, contact Conor Sheehan Conor@stable-events.co.uk
The physical activity facilities forums are high-impact, results-focused events connecting senior buyers and decision makers with leading suppliers across the sport, leisure, and physical activity sector. Through a programme of pre-arranged one-to-one meetings, informative speaker sessions and targeted networking, we cut through the noise delivering the right conversations with the right people, in the most time-efficient way. For buyers, it’s a smarter way to source innovative solutions aligned to their facilities, live projects and priorities. For suppliers, it’s a powerful opportunity to engage directly with decision-makers, generate high-quality leads, and build valuable relationships. Now launching in Ireland, the forum continues to bring the industry together across the UK, Scotland, and Europe. Secure your space today physical activity facilities forums physical activity facilities forum - Ireland 15-16 September 2026 Grand Hotel Malahide, County Dublin paf-Ireland.com physical activity facilities forum 1-2 October 2026 The Belfry, Sutton Coldfield paf-forum.co.uk physical activity facilities forum - Europe 9-12 February 2027 AlpenGold Hotel, Davos, Switzerland paf-Europe.com physical activity facilities forum - Scotland 18-19 March 2027 The Old Course Hotel, St. Andrews paf-Scotland.co.uk meet connect do business Attend as a complimentary buyer Conor@stable-events.co.uk Attend as a supplier Julian@stable-events.co.uk Tel. 020 8288 1080
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