Association Forum Releases the 2026 FIRE Report, a Strategic Signal for a Sector in Transition

At Holiday Showcase—Association Forum’s premier year-end event bringing together hundreds of association professionals and industry partners—the Forum released the 2026 FIRE Report: Forces, Insights, Risks & Evaluations. Held at McCormick Place on December 3 and 4, Holiday Showcase is where leaders gather to connect, learn, and discover what’s next for the industry. The 2026 FIRE Report, unveiled onsite, delivers strategic intelligence designed to help association CEOs, Boards, and partners navigate a rapidly shifting landscape. 

“The ground is moving under all of us,” said Artesha Moore, FASAE, CAE, President & CEO of Association Forum. “The FIRE Report is a readiness tool. It highlights the forces reshaping our environment, the insights emerging from the field, the risks leaders must prepare for, and evaluations that inform strategy for 2026 and beyond.” 

A Board-Level Signal 

“Our profession is navigating economic volatility, talent shortages, and the swift acceleration of AI,” said Michelle Mills Clement, FASAE, CAE, Chair of the Association Forum Board of Directors. “The FIRE Report gives leaders what they need most right now — clarity, context, and confidence.” 

Cross-Sector Intelligence 

Developed with input from Association Forum’s Excelerate Partners and its Board of Directors, the FIRE Report draws on CEO feedback, partner insights, and qualitative and quantitative signals collected throughout 2025—including the rapid rise of AI and digital transformation. 

“This work reflects our Four Wins philosophy,” Moore said. “A win for our members, for our Forum partners, the Forum org, and for the entire association management industry. That’s why we are making the brief freely accessible—because when the sector thrives, the whole ecosystem rises.” 

What the FIRE Report Delivers 

• Forces: Economic, technological, and market pressures 

• Insights: Trends emerging from leaders and partners 

• Risks: Vulnerabilities across staffing, events, and member value 

• Evaluation: Strategic considerations for 2026–2027 

For Leaders and Partners 

The FIRE Report offers CEOs and senior leaders’ guidance on budget alignment, workforce planning, and AI readiness, while providing partners with clear signals on association needs, purchasing patterns, and opportunities for co-creation. 

More Intelligence Coming Early 2026 

Showcase attendees can download the FIRE Report via QR code onsite. You can also Access the FIRE Report Here.  

AF will release additional insights early in the new year, including more than 30 strategic ideas surfaced during the FIRE research process. A portion will be shared publicly, while members and partners will receive expanded tools and deeper analysis to support their 2026 planning.