ELEVATE 2024

This year’s Elevate, held at London’s ExCeL in June, attracted a record-breaking number of delegates, an educational programme featuring more than 200 speakers and a show floor with nearly 250 exhibitors

The annual Elevate show marked its “most impactful year yet” in 2024, with a 15% increase in attendance on 2023 numbers. More than 6,000 dedicated professionals from the physical activity, wellbeing and sports sectors descended to London from 18 to 19 June and there was a real buzz about the event. The exhibition floor was busy with activity and the education sessions were filled to standing room only, underscoring both the event’s and sector’s influence and relevance.

Talking shops

The educational programme was divided into four “channels” (Debate, Collaborate, Generate, Accelerate), each with its own stage. On the opening day, the Debate stage got things started with a dynamic, illustrated session, bringing key stakeholders together to discuss the future of the industry.

During the session, Rachel Young, Myzone’s Director of Business Development, quizzed ukactive CEO Huw Edwards and CIMSPA CEO Tara Dillon on their views and hopes for the sector. They outlined how the sector’s “customers” – those looking to use physical activity facilities and services – are “nothing like we’ve seen before”. Dillon described how an increasing proportion of people are now coming to the sector looking to improve their overall health through, or to alleviate, particular, long-term conditions – often through GP referrals.

There was also praise for the work that the National Sector Partners Group (NSPG) has done since its inception in 2022.

“The NSPG has changed things,” Dillon said. “We have gone from an industry that – from the government’s point of view – produced a lot of white noise and was hugely fragmented. Thanks to the NSPG, the sector now speaks with one voice and we can truly say that the government can hear us”.

Dillon added that the NSPG is a great example of how the industry is now working together on important topics that affect it. These collaborations also include the sharing of insights that would have previously been rarely shared with perceived competitors.

“Organisations are no longer hiding data,” Dillon said. “I see a sector that is comfortable with its role. I’ve spent the past 38 years in this sector and this is the best it has ever been, as far as collaboration is concerned.

“And the more we speak and collaborate, the better we are for it. Working together really is the key for our success.”

Huw Edwards mirrored Dillon’s views and added that the sector is working together to not only discuss the challenges it faces, but also on finding solutions for them.

“An example of this is the Active Standard, which is set to launch later this year,” Edwards said. “Our sector is determined to raise standards of health and safety, and inclusion, so that we can continue to grow and meet the needs of every community.”

Learnings

Elevate 2024 also featured a live recording of the Game Changers podcast, which is hosted by women’s sport advocate Sue Anstiss. The podcast explored themes of female leadership and career progression within the physical activity sector.

Elsewhere, the Include Summit – held as part of Elevate – highlighted issues around equity, diversity, and inclusion. This was accompanied by the launch of the “Leading the Way to Inclusion” survey by Europe Active and RISE. The DEI report aims to set new benchmarks for fostering inclusivity within the sector, providing valuable insights and strategies for industry leaders.

Elevate 2024 also saw the introduction of its Sustainability Trends Report, created in partnership with 4Good. It outlined some of the latest trends and practices for a greener future, demonstrating Elevate’s dedication to environmental responsibility.

Heading to 2025

The success of Elevate 2024 has paved the way for next year’s event – and some details for it have already been revealed. The 2025 edition will have a clear focus on enhancing the health agenda, while topics to be explored will also include technology and AI. The sessions will be designed to reflect the evolving landscape of the industry and the popularity of emerging technologies.

Next year’s exhibition will also see a greater emphasis on sport and outdoor activities, alongside the continuation of the Active Kids and Active Aquatics theatres, both of which debuted this year.

Reflecting on this year’s event, Lucy Findlay-Beale, Event Director for Elevate, said: “The enthusiasm and engagement we witnessed this year, from packed education sessions to vibrant exhibition stands, truly reflect the dynamic and evolving nature of the sectors Elevate brings together. Our goal is to continue providing a premier platform for innovation, collaboration, and growth.”

The educational materials from this year’s event – including key insights and content – can be accessed through the Elevate educational hub, which is hosted on the Flex platform provided by Future Fit: [flex.futurefit.co.uk/register/elevate](https://flex.futurefit.co.uk/register/elevate)