The European health and fitness sector consists of approximately 48.000 facilities, 50 million members and 400.000 employees. For decades this sector has consistently grown in terms of members, clubs, etcetera. One key factor in this development is the innovative power of fitness entrepreneurs, professionals and others. New concepts, programmes, and systems arise every year. Within the fitness industry, the vision is promoted that fitness clubs should not only influence members in the club itself, but also support health promotion in other settings such as at home, at work and in the outdoors. Fitness clubs can be the centre of motivation and education, promoting a healthy lifestyle, and supporting health-related behaviour change. The purpose of this book is to create an even more innovative sector as one of the drivers of the plan to get more Europeans, more active, more often. This core mission of EuropeActive is not only for the growth of the industry, but also to get more people active outside of this fantastic industry. The main target group of this book are club owners and managers in the health and fitness sector who want to build new business opportunities through innovation. This book presents important insights, inspirational examples and practical tools and ideas to growth the fitness sector through innovation.