— By Wendy White, CMO at Daxko
Last week, I had the privilege of attending the Health & Fitness Association’s 2025 Fly-In and Advocacy Summit in Washington, D.C. Alongside more than 100 industry leaders, we engaged directly with lawmakers to advocate for recognizing physical activity as essential preventative healthcare — worthy of policy attention and funding support.
It was a powerful reminder that the work we do in the fitness industry goes far beyond wellness — it’s foundational to healthcare policy, economic resilience, and national well-being.
The Economic Imperative of Physical Activity
Congressman David Schweikert, a member of the Ways and Means Committee, stressed the long-term economic burden of obesity and discussed the growing role of GLP-1 medications. More importantly, he spotlighted the economic and health benefits of treating physical activity as preventative medicine — an investment that can drive down healthcare costs and improve population health over time.
Dr. Laura Makaroff, from the American Cancer Society, reinforced this message with compelling data:
- 44% of cancers are linked to modifiable risk factors, including physical inactivity.
- Preventing just 55,000 cancer cases each year could save the U.S. healthcare system over $2.3 billion annually.
These figures aren’t just statistics — they’re a wake-up call. Integrating movement into healthcare strategies is not only good for people, but also critical for the economy.
Embedding Movement into Daily Life
Dr. Katrina Piercy, from the U.S. Department of Health and Human Services, highlighted research showing that regular physical activity can prevent or mitigate more than 20 chronic diseases. She advocated for federal policies that embed movement into daily life — through schools, workplaces, and community initiatives — normalizing a culture of activity.
She also emphasized the immediate benefits of movement, such as:
- Improved blood pressure
- Enhanced mood
- Better sleep quality
Dr. Piercy pointed to initiatives like the “Move Your Way” campaign, reminding us all that “something is better than nothing” — small, consistent steps can lead to meaningful health improvements.
Supporting Survivors and Aging Populations
Dr. Makaroff also spoke about the connection between cancer survivorship and movement, noting that regular physical activity can reduce depression and anxiety for those navigating life after a cancer diagnosis. She encouraged fitness professionals to participate in specialized training like the Cancer Exercise Training Course, which has already certified over 500 individuals to better serve this community.
Colin Milner, founder of the International Council on Active Aging, underscored the role of exercise in supporting independent living for older adults. He reminded us that:
- Experiences and enjoyment are critical to mental health.
- Fitness centers should inspire members by asking, “Who do you want to be?”, focusing on identity to drive lifelong engagement.
Action Steps for Fitness Centers
The conversations in D.C. made one thing clear: Fitness centers are healthcare providers in action. Here are four ways you can lead the movement:
Forge Healthcare Partnerships
Collaborate with local medical institutions to offer specialized programs that position your facility as a hub for both fitness and health.
Promote Inclusive Movement
Offer activities that resonate with diverse groups—whether it’s Zumba, walking clubs, or dance sessions—to make movement accessible and enjoyable for all.
Educate and Empower
Host workshops or seminars on the full spectrum of physical activity benefits, from mental health to chronic disease prevention.
Advocate for Policy Change
Engage in local and national advocacy efforts to push for policies that recognize fitness as a key component of healthcare.
Moving Forward Together
The 2025 Fly-In and Advocacy Summit was a clarion call for the fitness industry to fully embrace its role in the healthcare ecosystem. At Daxko, we’re dedicated to supporting our partners on this journey — equipping your organization with the technology, tools, and insights needed to drive real community impact.
Let’s move beyond fitness. Let’s lead the way in preventative healthcare, community empowerment, and transformational change.
Wendy White is the Chief Marketing Officer at Daxko, the leading software and integrated payments provider for health and wellness organizations worldwide.