How fitness brands can create real-time digital models of members using biometric and behavioral data to enable adaptive training, injury prevention, and evolving AI coaching.
Discover how fitness operators can adopt conversational AI assistants to streamline member services: automating scheduling, onboarding, progress check-ins, and delivering personalized coaching across mobile, web, and in-studio experiences.
How boutique studios and gym chains can apply AI to create tiered pricing, personalized membership experiences, and recommendation engines for classes, recovery, and product upsells.
Fitness racing is exploding, from Hyrox to Metrix, as consumers seek challenge, purpose, and community beyond traditional gym routines. We’ll explore how clubs and studios are tapping into this momentum by hosting events, adapting programming, and creating pathways from training to competition. Walk away with strategies to boost engagement, build loyalty, and turn performance into a powerful retention engine.
In an era of digital everything, one timeless driver still outperforms: community. We’ll explore how top brands engineer connection through in-person rituals, digital micro-groups, and values-based programming to deepen retention, boost referrals, and expand reach. You'll walk away with strategies to operationalize belonging and turn it into a measurable growth engine.
Lucy Levy is a strategic leader with deep expertise in performance marketing,
business development, and global partnerships. As Chief Consumer Officer at
Zumba, she leads the consumer division and successfully scaled the Zumba
App—transforming how users engage with fitness content and local classes
Worldwide.
Previously, Lucy oversaw all operations across Latin America and Asia Pacific,
driving rapid growth in key markets through instructor acquisition, member
retention, and strategic expansion. She also led all instructor acquisition efforts
and channels in North America. Lucy joined Zumba in 2012 following a career in
advertising and marketing at Sony Pictures and NBC-Telemundo.
Known for her collaborative leadership and cross-cultural fluency, Lucy brings
nearly 20 years of experience to her work. She holds a Bachelor's in Behavioral
Science from Nova Southeastern University and lives in Miami with her husband
and two children. A passionate fitness enthusiast, Lucy loves working out,
especially running and outdoor activities.
Yael Dornbusch is the Chief Subscription Officer at Zumba Fitness, where she leads the global strategy, marketing, and execution for the subscription-based business unit—the largest at Zumba. She oversees revenue growth, customer acquisition, lifecycle marketing, and retention—driving a high-performing, customer-centric model that powers long-term engagement and business sustainability.
With nearly two decades of experience, Yael is known for scaling subscription businesses by blending brand storytelling with data-driven execution and operational rigor. Her work is rooted in building communities that stick—turning casual customers into loyal advocates.
Before taking on her current role, Yael held various marketing leadership positions at Zumba, having first joined the company as its very first employee in 2003. She left to pursue her MBA at Columbia Business School and later held brand management roles at Procter & Gamble, where she worked on premium affinity brands including Dolce & Gabbana, Gucci, Escada fragrances, and Iams Pet Food.
Across every chapter of her career, from beauty to fitness, Yael has focused on delivering value through emotionally resonant brands, compelling customer journeys, and scalable subscription strategies.
Jenna is a seasoned executive currently serving as Chief Marketing Officer at CrossFit, LLC, where she oversees the company’s marketing and media strategy for CrossFit and the CrossFit Games, as well as the global partnerships and retail/merch business units.
In her role at CrossFit, Jenna leads one of the largest internal teams and is responsible for setting the overall marketing strategy for the company, including content strategy, brand activations and partnerships, community engagement, broadcast media, social media promotion, and press engagement. Jenna also spearheaded the launch of the CrossFit Store and hired the brand’s first retail team leader, laying the foundation for a new revenue stream for the company.