We Work Well has announced the launch of two new hosted buyer events, targeting the fitness and hospitality markets in the EMEA regions.

Building on existing We Work Well events in the spa and wellness market, the new forums – called W3Fit and W3Hospitality – will mark the company's expansion into the fitness and hospitality sectors.

The events are expected to challenge the European Sibec, Spatec and Hotec hosted buyer meet-ups which are run by US-based Questex.

To drive the two new launches, We Work Well has brought in David Zarb Jenkins, an events industry veteran who spent 18 years overseeing the Sibec, Spatec and Hotec portfolio, latterly with Questex, following their acquisition from founder McLean Events in 2007.

Zarb Jenkins has been given the title of co-founder for the W3 launches.

The We Work Well spa and wellness event was launched in 2019 in the US by Monica Helmstetter and Lucy Hugo.

The founders say the ability to adapt to the evolving needs "of any vertical" was always part of the strategy for the event platform.

Helmstetter said: “We’ve been mindful of the unique needs of hospitality and fitness professionals in conceptualising W3Fit and W3Hospitality, and have adjusted our proven framework for each event.

"Like our spa and wellness events, each will include two days of pre-scheduled one-on-one meetings between suppliers and executives, interactive education, and networking activities.

"The most unique aspect of what we do is the integration of wellness into the event experience. We’ve shown that this, more than anything, allows industry leaders to cultivate stronger business relationships in more meaningful ways than with other meeting formats.”

Zarb Jenkins said: “I'm delighted to partner with We Work Well to launch premium hospitality and fitness events for the EMEA region.

"We share a vision of offering high-end events for these sectors and our focus on an enhanced attendee experience will initiate a new era of exclusive networking.

"The encouragement from buyers and suppliers has been tremendous and joining forces has facilitated the acceleration of our global offering.”

The inaugural events will be held at The Westin Dragonara Resort on the island of Malta, with W3Hospitality taking place on 27-30 September 2022 and W3Fit on 4 to 7 October 2022.