Our Mission

"Motivating a Healthier California by Providing Safe and Equitable Access to Exercise for All."


CFA is focused on advocating for the fitness industry in California by increasing access to exercise for all Californians, advocating for physical activity to be considered part of the healthcare system, and educating policy makers, media and the public about the essential role of the fitness industry. The CFA represents thousands of fitness operators of all sizes, fitness professionals and fitness industry vendors and suppliers. This is the first state alliance representing thousands of fitness operators of all sizes, fitness professionals and fitness industry vendors and suppliers.

Our Story

The California Fitness Alliance (CFA) was founded in April 2020 by a group of local California operators who realized it was critical for the fitness industry to have a unified voice in the state. The pandemic created a sense of urgency to create this Alliance as it is clear fitness is still not viewed as essential by many, even though we are part of the healthcare solution. The CFA Board and supporters have been working together to advocate for our industry and educate policy makers, media and the public on the importance of physical fitness. A key priority is changing mindsets to view the fitness industry is essential and part of preventative healthcare.


Most industries have a strong state association and the goal is to build the CFA to be a critical partner and advocate for all fitness operators and professionals in the state.

Current Priorities - 2023 Initiatives

The California Fitness Alliance has three priorities to support our mission of Motivating a Healthier California through Safe and Equitable Access to Exercise for All.  These three priorities are to Increase Awareness of the importance of physical activity for physical and mental health, to Increase Access to ways to exerciseand to Increase Understanding of the Essential Role of the fitness industry.  


In the first half of 2023, the CFA has 3 key initiatives supporting these priorities:


  1. Access to Exercise
    • Introduce legislation to allow Medi-Cal recipients to access fitness and wellness services by adding fitness and wellness services to the list of pre-approved Community Supports under CalAIM’s In-Lieu of Services program.
  1. Awareness of Essential Nature of Physical Activity 
    • Increase awareness on the importance of physical activity for physical and mental well-being by designating May as physical activity month.  Working name is  California Moves for Physical and Mental Fitness Month (name TBD) with a kickoff on May 1, 2023 at the state capitol, an advocacy day on May 2nd, and a social media awareness campaign for the month. 
  1. Essential Role of the Fitness Industry
    • The fitness industry is not well understood by most elected and officials and public health.   Many do not understand the number of people employed by the industry, the career opportunities the industry provides for so many, the revenue impact of the industry and the positive impact on the health of the members the industry serves.  This year the CFA signed the CA Equity in Pay Pledge to demonstrate our commitment to creating careers for all and being an inclusive industry.   Our goal is to get all fitness companies in CA to sign this pledge. The CFA will also continue to stay close to any legislation that impacts the industry and support/oppose as appropriate.