California Fitness Alliances Announces Launch of Industry Association Advisory Board

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Three industry heavyweights help advocate for California gyms to safely reopen

Sacramento, Calif. – August 19, 2020 – The California Fitness Alliance (CFA), California’s united voice for fitness operators, professionals and enthusiasts, has created an Industry Association Advisory Board in addition to its already robust Advisory Board panel. Doris Thews, CEO of Team Thews Fitness Consulting, Amy Thompson from IDEA Health and Fitness Association (IDEA) and Josh Leve from the Association of Fitness Studios (AFS) are spearheading the Industry Association Advisory Board, which will bring a holistic perspective to the cause – supporting the 180,000 employees and millions of members of California’s gyms, health clubs and studios as CFA urges Governor Newsom to once again safely reopen gyms in California.

“I am honored and proud to be serving with an organization not only dedicated to helping hundreds of clubs, but also thousands of personal trainers and group fitness instructors across California who have not been able to help people stay fit the way they are used to,” said Thews.

Thews, an expert in group fitness and personal training, complements Leve’s experience in small- to mid-sized independent studios and Thompson’s worldwide reach and larger club focus to make for the perfect combination to advise CFA.

 “We are excited to partner with the California Fitness Alliance to provide leadership and guidance in support of our industry’s safe rebuilding efforts. This alignment helps us focus on advocating for our industry now and in the future,” said Amy Thompson, IDEA’s vice president and general manager.

CFA continues to fight for the fitness industry because exercise is essential for physical health, mental health and for preventive care for conditions like diabetes and obesity that can cause COVID-19 complications. In fact, the American Heart Association touts endless benefits of exercising just 30 minutes a day, including reduced stress levels, improved cholesterol levels, better sleep quality and a lower risk of heart disease.[i]

Working with AFS, IDEA, and now Thews, CFA will continue to advocate for the safe re-opening of the California fitness industry. With the newfound support of trade associations and industry professionals, CFA will campaign for economic relief and recovery as it aims to establish the fitness business as an essential business.

About Doris Thews
Doris Thews is an international, award-winning fitness educator and was 2019’s World IDEA Fitness Instructor. She is the CEO of Team Thews Fitness, which consults several leading brands on business, program development and strategy. Doris leads and presents for various fitness brands. She is also the Senior Master Trainer and Global Mentor for Schwinn, is on the International Development Master Trainer team for BOSU and Hedstrom Fitness and is known for her motivational coaching style.

About IDEA Health and Fitness Association
IDEA Health & Fitness Association is the world’s leading organization of fitness and wellness professionals and has been for more than 38 years. We deliver world-class content and continuing education to fitness professionals, business owners and allied health professionals via our publications, including the award-winning IDEA Fitness Journal, our fitness, business and nutrition conferences, and hundreds of streaming videos and online courses available on Additionally, with IDEA FitnessConnect, we host the largest national industry-wide directory, linking over 275,000 fitness professionals to more than 40 million consumers. Through IDEA professionals in over 80 countries, we Inspire the World to Fitness®

About Association of Fitness Studios
The Association of Fitness Studios (AFS) is the only membership community dedicated solely to the business of fitness studios and gyms.  AFS provides owners and fitness professionals a wide array of business-specific products, services, and benefits that enable them to more effectively manage and grow their businesses, building on the passion, compassion, and courage they’ve already shown. AFS educational offerings include SUCCEED! events, the first-ever major Business Conventions & Expos - both in-person and virtual - for the fitness industry.

About the California Fitness Alliance
The California Fitness Alliance is the united voice of fitness professionals in California advocating growth in the fitness industry in a safe and healthy way to serve and keep our state fit. Our members include health clubs, studios, boutiques, fitness professionals, manufacturers, suppliers and individuals. We represent all regions of the state, urban and rural, small and large. To read more about us, visit our website: https//