Last week, I attended the HFA trade show, and I can honestly say it was one of the better shows I’ve been to in the last 15 years.
What stood out to me most was that it felt like the industry is maturing in a good way. Instead of companies pushing out new products just to say they launched something new, there seemed to be more focus on products that actually work well, solve real problems, and make sense in the spaces people are building today.
That was nice to see.
It also felt like more equipment vendors are finally embracing the fact that gyms, both commercial and residential, need to look elevated. People want more now. That shift is something we’ve been talking about for a long time, so it was encouraging to see more of the industry moving in that direction.
The Design of Gym Equipment Is Finally Catching Up
One of the biggest takeaways from the show was that more brands are starting to understand that the look and feel of fitness equipment matters.
And it should.
In both commercial fitness spaces and home gyms, people are expecting more from their equipment. They want it to perform. They want it to look good. And they want it to do more than one thing whenever possible, whether that is integrated cable work, weighted capabilities, or just a better overall footprint.
The days of throwing random equipment into a room and calling it a gym are fading. People want spaces that feel intentional. They want a room that supports the way they train and also feels aligned with the design quality of the rest of the home or facility.
That is a good thing for the industry.
Cardio Is Splitting Into Two Very Different Directions
Another thing I noticed is that cardio equipment seems to be going in two very different directions.
On one side, you have companies doubling down on tech. Bigger screens, more features, more content, more immersion, more everything.
On the other side, you have companies that are almost rejecting that approach altogether and keeping things simple.
I think there are pros and cons to both.
The high-tech side can be great when it works. It can make cardio feel more engaging and more personalized. But when the technology goes down, the machine can become frustrating really quickly, or worse, feel almost unusable.
The simpler side might not look as flashy, but I actually think there is something really valuable there. We need some spaces and some equipment that let us just do hard things without being distracted every second.
For example, hopping on a rower without a giant screen trying to show you a scenic river route is not a bad thing. You get on the rower, you focus on your breathing, your pace, your effort, and you do the work. There is something really honest about that.
As gym designers, I think this matters because not every client wants the same training experience. Some people want the immersive tech. Some people want simplicity and durability. The right answer depends on the client, not the trend.
A Few Brands That Stood Out
There are always a few brands and products that stick with me after a show, and this year was no different.
Eleiko
Eleiko had a fantastic booth. They did not necessarily have a bunch of brand-new products, but the booth layout itself was really well done, and the way they showcased all of their accessories made the line feel thoughtful and complete.
That matters. Presentation helps people understand how products can actually live together in a real space.
Ziva
I really like the overall concept Ziva has. They are clearly leaning into a more elevated, luxury-minded look, which I appreciate.
That said, I really wish they would shrink their logo. It is too big, and it cheapens the overall look. If you are trying to create a luxury feel, oversized branding works against you. It is a relatively simple fix, and I hope someone on their design team addresses it soon because the overall direction is good.
I also really liked what Xmaster Fitness is doing.
They are making heavy strength equipment that feels expertly and meticulously machined. It is heavy duty, beautiful, and really well made. You can tell there is a lot of R&D going on behind the scenes there.
WeGym
WeGym had some great dumbbells that stood out to me, especially for class settings and certain home gym applications.
What I like about them is that they offer a cleaner look and a different grip experience. If you do not want heavy knurling, or you want something that actually grips well as your hands sweat, they have a nice solution. They currently go from 2 to 50 pounds, so it is not right for every project, but for the right application it is a really smart option.
They are durable, clean-looking, and less likely to damage surfaces in a home gym. I also think they make a lot of sense for female clients or anyone who does not want aggressive knurling tearing up their hands.
Hoist and Woodway
Both Hoist and Woodway both showcased elevated finishes on their existing models, including wood-clad or wood-wrapped details, leather stitching, and other premium touches.
That was great to see because it shows that more manufacturers are understanding what high-end clients and designers are actually looking for. Performance still matters, obviously, but in luxury spaces, the visual language matters too.
The Pre-Show Mastermind Was One of the Best Parts of the Week
Before the show, I spent two days in an Airbnb with Michael Streight from Lux Life Gym Design in the Dallas-Fort Worth area, and Stu Gadd and Tom Whatcott from DivFit in Park City, Utah.
Honestly, that part of the week was one of the most valuable pieces of the whole trip.
Having two full days to talk business, best practices, challenges, lessons learned, and where we all see this niche heading was incredibly helpful. It was validating, inspiring, and just good to be around other people who understand what it takes to build something in this category.
We are all doing the work of helping bring awareness to gym design as a legitimate specialty within the design world.
Because it is.
Gym Design Is a Real Specialty, Not an Add-On
Just like you have kitchen designers who are specific to their craft, fitness and wellness spaces also require a level of expertise that is specific to this craft.
This is not just about dropping equipment into a room.
It is about understanding spatial flow, alignment, equipment usage, clearances, client goals, and how the room needs to function on a daily basis. It is about knowing what layout will actually work, not just what looks good in theory. It is about creating a space that supports the way the client wants to live and train.
That is what makes this niche real.
And being able to sit with other people in the industry who are also pushing that forward was a great reminder that this category is growing for a reason.
Introducing the Luxury Wellness Collective
One of the biggest outcomes from that mastermind was that we decided to shift away from a more rigid association-style structure.
Instead, we are now calling ourselves the Luxury Wellness Collective.
That name just suits us better. It feels more aligned, easier to manage, and more natural for where we are right now as a group of growing business owners who want to share, collaborate, and help elevate the industry without overcomplicating it.
We are also planning to bring Adam Hensley from Beyond Gym Design in South Carolina into the collective, along with Brayden from Golden Larch Designs in Canada.
That is exciting to me because the more we connect with people who are excellent, thoughtful, and serious about this space, the stronger the category becomes.
I have said it before and I still believe it: a rising tide lifts all boats.
Final Thoughts on the HFA Show
All in all, it was a great week.
The show keeps getting better.
The conversations keep getting better.
And the category of gym and wellness design keeps getting stronger.
I am excited about where this industry is headed, and I’m grateful for the people in it who are committed to raising the standard.
We’ll see you in Vegas next year.
