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, educating policy makers, media and the public about the importance of physical fitness, and providing resources to our fitness community. This is the first state alliance representing thousands of fitness operators of all sizes, fitness professionals and fitness industry vendors and suppliers. 

#exerciseisessential #getmoving2022

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

  • Legislative District Outreach Meet with AssemblyMembers throughout CA to discuss our industry's involvement in our respective communities, exercise as a preventative medicine, and how we can participate in district events.
  • Governor's Advisory Council - President & Founder of the CFA, Francesca Schuler, sits on the new Governor's Advisory Council on Physical Fitness & Mental Well-Being, where their goal is to promote the physical fitness and mental well-being of ALL Californians at all ages. Learn more here.
  • Lobbying - CFA has teamed up with Brownstein Hyatt Farber Schreck to bring deep legal knowledge to help navigate the matter at hand, think through strategic business implications to better understand our industry's goals and employ powerful policy know-how to help us uncover new opportunities.
  • Educate policy makers, media and public how exercise is essential for mental and physical health
  • Provide access to resources for fitness operators and fitness professionals including training and discounts on products