São Paulo, Brazil, August 30, 2026 — The 27th edition of Fitness Brasil Expo, Latin America’s largest B2B fitness industry trade show, concluded its three‑day run from August 27‑29 at the Transamérica Expo Center in São Paulo, delivering record‑breaking exhibition scale and projected business turnover for the South American fitness sector.
Co‑hosted by Fitness Brasil and the Health & Fitness Association (HFA, formerly IHRSA), this year’s show occupied the entire venue across seven exhibition halls, covering a total gross floor area of 38,000 m², marking a major expansion compared with previous editionsFitness Br.... Over 175 exhibitors from Brazil and international markets showcased full‑chain fitness solutions, attracting approximately 45,000 professional visitors throughout the event. Organizers projected total deal value to hit 1 billion Brazilian Reais, representing a 33% year‑on‑year growth versus 2025.
Commercial fitness hardware remained the core highlight, including strength machines, cardio equipment and free‑weight lines. A standout trend was the booming demand for professional Pilates apparatus. Multiple local and overseas manufacturers displayed commercial Pilates reformers, Cadillac tables, ladder barrels and rehabilitation‑focused gear, responding to fast‑growing Pilates studio openings across Brazil and neighbouring Latin‑American countries. Apart from physical equipment, exhibitors also presented AI‑powered fitness tech, gym management CRM software, sports nutrition supplements, studio design consulting and franchise investment solutions.
The attendee base consisted primarily of gym chain owners, Pilates studio operators, fitness equipment importers & wholesalers, physical therapists, hotel & wellness procurement managers and industry investors from across South America. 120 expert speakers delivered seminars, practical workshops and keynote sessions covering gym operation, coaching methodology, rehabilitation training and market expansion strategies for fitness entrepreneurs.
“Fitness Brasil Expo has become the premier market gateway for global brands targeting South America," said Gustavo Almeida, Executive Director of Fitness Brasil. “Brazil counts more than 31,000 fitness facilities. Rising appetite for high‑durable commercial‑grade fitness and Pilates equipment creates huge import opportunities for international suppliers." Local business culture favours sample‑based B2B negotiation at the expo, with most buyers seeking small‑batch trial orders rather than spot large‑volume purchases on‑site.
Many Chinese fitness and Pilates equipment manufacturers took part in 2026’s event, aiming to build long‑term distribution partnerships within Brazil and broader Latin‑American territories. Portuguese‑language support remained critical for effective communication, as local buyers show limited English proficiency in most business scenarios.
Organizers have confirmed the annual show will return in late August 2027 at Transamérica Expo Center, São Paulo, continuing to connect global fitness manufacturers with South‑American buyers.
