The first ever FIBO USA kicks off in Orlando, Florida today (5 December 2018), directly challenging the established IHRSA International Convention and Trade Show.

The event is being held at the Orange County Convention Center.

Organised by Reed Exhibition, the fitness trade event is part of Reed's strategy to expand the FIBO Global Fitness brand and establish a direct presence in all the world’s leading fitness markets.

Hans-Joachim Erbel, CEO of Reed Exhibitions Germany, said: “With 57.2 million members in 36,540 gyms and sales of approximately US$27.6bn, the US is the largest fitness market worldwide.

“Numerous leading fitness industry manufacturers and suppliers are located here and many of the new concepts and global trends originate here.

“The goal is for FIBO USA to become the new 'must-attend event' in the US.”

The main FIBO event is held annually in Germany, attracting over 1,000 exhibitors and 120,000 visitors, while FIBO has launched similar events in China, Africa and South America.

The company has also recently purchased three FILEX events in Australia, to make a portfolio of eight global fitness shows.

While the main concept of FIBO – combining an exhibition with a conference and keynote speeches – has been retained, the US edition is calibrated to cater for the American market.

FIBO USA will roll out in stages, with the American Health and Fitness Forum conference (AHFF) today and tomorrow and an educational programme and trade show opening tomorrow and running to Saturday.

All educational elements have been planned in cooperation with international FIBO ambassador, EHFA's Herman Rutgers.

The AHFF programme will bring together 200 industry leaders to discuss topics aimed at enhancing operator excellence.

Speakers will include Emma Barry, founding member of Les Mills International, John Treharne, founder of UK-based budget chain The Gym Group, Lynne and Victor Brick and Kelly Card from the Fitness Industry Technology Council.

Health Club Management editor Liz Terry will be live tweeting from the event from 2.00pm EST today, so be sure to follow @elizterry.