About ASWE

About TheExpo & Conference

Africa's continental platform for unlocking opportunity, attracting investment, and accelerating growth across the Sports, Fitness, and Wellness industries.

About the Expo

Be Part of Africa's Sports & Wellness Transformation

Brought to you by AEG

In partnership with SRC

Step into the trillion-dollar global sports and wellness economy at the Africa Sports & Wellness Expo (ASWE) 2026 — Africa's continental platform for unlocking opportunity, attracting investment, and accelerating growth across the Sports, Fitness, and Wellness industries.

Hosted at the prestigious Newlands Country Club, Harare, ASWE brings together the key decision-makers shaping Africa's sports ecosystem — including athletes, clubs, academies, schools, universities, associations, regulators, wellness leaders, and scouting agencies.

Over three dynamic days, ASWE becomes a high-impact marketplace where brands, sponsors, investors, and innovators connect directly with the organisations driving talent development, industry expansion, and long-term sustainability across the continent.

What ASWE Delivers

Meaningful Industry Connections

Engage directly with stakeholders who influence participation, performance, and investment in African sport.

Professional Development & Knowledge Transfer

Gain insights from elite athletes, coaches, and industry experts through focused conferences, workshops, and masterclasses.

Performance & Athlete Wellness Focus

Health and fitness specialists address injury prevention, performance optimisation, rehabilitation, and athlete longevity — strengthening both grassroots participation and elite standards.

Economic & Tourism Impact

ASWE supports sports tourism by showcasing the host country's attractions, generating economic activity, fostering unity, and reinforcing Africa's growing sports ecosystem.

What to Expect

Event Highlights

Exhibitions & Workshops

Explore the latest in sports, fitness, and wellness trends.

Conferences & Panels

Learn from experts on transforming Zimbabwe and Africa's sports economies.

Interactive Clinics & Competitions

Engage with top athletes and wellness practitioners.

Celebrate & Enjoy

Discover world-class sports showcases, cultural performances, and networking opportunities.

Talent Scouting

Showcase your talent under the watchful eyes of top international sports scouting agencies. Grab your opportunity to play for high paying sports leagues.

Our Audience

Who Will Be There?

ASWE 2026 brings together the full spectrum of the sports and wellness ecosystem under one roof.

Core Sports Buyers & Institutions

Athletes, sports clubs, sports academies, associations, local and international sporting bodies and regulators, schools, colleges, universities, scouting agencies and talent development organisations.

Sports & Wellness Suppliers

Sports equipment manufacturers, distributors, retailers, fitness technology innovators, natural health product suppliers, sportswear & active wear brands, and fitness equipment suppliers.

Educational Institutions

Local and international schools, colleges, and sports academies showcasing sports programs and talent development initiatives.

Media & Sponsors

Local and global media houses, potential sponsors, and advertising agencies driving exposure and engagement.

Fitness & Wellness Industry

Gyms and fitness centres, personal trainers, wellness coaches, yoga & Pilates studios, nutritionists, dieticians, and health & wellness product providers.

Sports Ecosystem Players

Sports clubs, scouting agencies, regulatory bodies, and facilities managers fostering talent development and innovation.

Government & Policymakers

Sports ministries and regulatory authorities supporting infrastructure, policy development, and grassroots initiatives.

Sports Medicine Experts

Physiotherapists, chiropractors, sports psychologists, and rehabilitation centres.

Tourism & Business Leaders

Banks, insurance companies, tourism operators, and travel agencies contributing to economic growth through sports and wellness events.

Holistic Health Practitioners

Acupuncturists, massage therapists, aromatherapy experts, and natural health practitioners.

International Delegates

Delegates from 15-20 African and international markets bringing global perspective and partnership opportunities.

Fans & Enthusiasts

Thousands of passionate sports fans and wellness advocates joining the celebration.