Scott Morris
VP of Operations
Crunch Fitness
Jeremy Brummel
Director of IT Infrastructure and Security
Chuze Fitness
Jeff Miller
Chief Growth Officer
Sequel Brands
With over 20 years of marketing experience spanning boutique fitness, yoga, health and wellness franchising, and the surf industry, Jeff serves as the Chief Growth Officer for Sequel Brands. Prior to Sequel Brands, he held marketing leadership roles at YogaSix Row House, Orangetheory Fitness, Upgrade Labs, and YogaWorks. A father of two teens and passionate surfer, he also enjoys yoga, snowboarding, golf, and cheering on his LA Lakers and Dodgers. Jeff is a 27-year LA County Ocean Lifeguard and the President of a nonprofit foundation that uses ocean therapy to support at-risk youth, first responders, and veterans.
Longevity is no longer confined to science labs or wellness clinics, it’s becoming part of how we live, travel, and recover. From diagnostic innovation to restorative environments, hospitality is emerging as a partner in preventive health.
Dr. George Shapiro
Chief Innovation and Business Officer
Fountain Life
GLP-1 medications are reshaping why people walk through your doors, and what they expect when they do. We’ll explore how gyms, studios and clubs are responding with medical partnerships, habit coaching, adaptive programming that complements pharmacological weight loss and more. Walk away with actionable strategies to stay relevant, retain members, and create new revenue streams in this fast-evolving health landscape.
Revenue Diversification
Science-Backed Trends
Women's Health
Preventative Health
Tracy J Sims
Executive Director of Corporate Affairs - Diabetes and Obesity Care
Eli Lilly
Tracy Sims is Executive Director, Cardiometabolic Health Corporate Affairs at Eli Lilly and Company. He leads health system analysis and policy modernization efforts for chronic diseases including obesity and diabetes. Tracy’s role includes real-world evidence research, and he has authored papers in both obesity and diabetes care. He is an ex-officio member of the National Academies of Sciences, Engineering, and Medicine serving on the Roundtable On Obesity Solutions. Tracy holds a Master of Arts in Sociology from the University of Alabama at Birmingham.
James LaValle
Chief Science Officer
Life Time
Becca McCarthy
Co-Founder, Chief Operating Officer
Evolv
Ruth Sylvia
Vice President of Product Management
MyFitnessPal
Ruth Sylvia is the Vice President of Product Management at MyFitnessPal, where she leads teams dedicated to helping millions of users improve their health through better nutrition and lifestyle choices. Under her leadership, the product is evolving from a tracking tool to an intelligent coaching platform, leveraging a database of 19 million foods, 35+ connected partners, and 20 years of behavioral data to make healthy living more accessible and personalized. Ruth brings nearly two decades of consumer product experience across health technology and e-commerce. Previously, she held product leadership roles at Etsy, Zocdoc, and Audible.
Douglas Gremmen
Chief Growth Officer
Hyrox
Explore how hotels and spas use bold partnerships, in-spa technology, and live activations to create wellness experiences guests feel before, during, and after their stay.
Learn how aligning with local, sports, and cultural communities builds momentum beyond checkout - and how membership models turn that demand into repeat visits and measurable ROI.
Consumer Behaviour
Member Experience
Revenue Diversification
Scaling
Science-Backed Trends
Longevity
Matthew Punsalan
Cluster Director of Spa & Retail
Montage International
Alison Kirsten
Director of Spa and Wellness
Fairmont Austin
Alison Kirsten is a luxury spa and wellness leader at Fairmont Austin, known for building modern programs where elevated guest experience and strong commercial performance go hand in hand. She specializes in launching advanced recovery and skincare experiences, designing membership strategies that drive repeat visitation, and creating premium brand partnerships that expand reach and deepen loyalty. With a creative, activation-led approach, Alison connects spa programming to Austin’s cultural energy—developing moments that feel elevated, relevant, and results-driven. Equally operational, she leads with clear standards and a service philosophy rooted in Forbes-style excellence, focusing on training, consistency, and team culture across every touchpoint. Her work sits at the intersection of innovation and hospitality: bringing new wellness modalities to life, translating them into compelling guest journeys, and ensuring they perform as sustainable, revenue-driving pillars within the broader hotel experience.
Jamie Mark
Vice President, Membership & Community Development
Proper Hotels
Jamie Mark is Vice President of Membership at Proper Hospitality, where she leads the development of wellness-driven membership programs across the portfolio. She is currently focused on expanding and evolving memberships and programming at Santa Monica Proper and Austin Proper, while also concepting and launching a high-end resort membership for Lake Tahoe Proper, slated to open in 2027 and Dallas Proper, opening in 2029.
With over a decade of experience at Soho House, Jamie held senior roles spanning membership, events, and partnerships, shaping culturally relevant programs at a national scale. Her background also includes agency experience working with leading fashion, spirits, and hospitality brands.
In addition to membership strategy, Jamie oversees brand media outreach across Proper Hotels and By Proper, and leads wellness, recovery, and longevity initiatives.