Based on recent Health & Fitness Association survey data reported by Athletech News
Americans are planning to spend $60 billion on fitness in 2026—an average of $733 per person. The Health & Fitness Association partnered with Kantar to survey 2,000 Americans in December 2024, and the findings reveal exactly where the opportunity is and what people actually want.
Whether you run a gym or sell equipment to the industry, here’s what matters and what you can do about it.
Fitness Isn’t Optional Anymore
When people need to cut spending, fitness is one of the last things to go. Only 23% would reduce fitness spending, while 44% would cut dining out first, 36% would skip vacations, and 29% would reduce entertainment.
People would rather cancel trips than give up their gym membership. That’s a fundamental shift.
What this means: You’re competing with Netflix and restaurants, and you’re winning. But you have to keep earning that position by positioning your facility as preventive healthcare, not just a place to work out.
Marketing fix: Stop selling “get fit” and start selling “invest in your health.” Partner with local doctors, share member health wins, and talk about energy, sleep, and stress reduction as much as weight loss.
The Gym Isn’t Dead
Despite home fitness hype, 86% of people say access to an actual gym matters for reaching their goals, with 61% rating it as very important.
For gym owners: Your physical space is your biggest advantage. Create distinct zones (lifting, mobility, cardio, recovery), keep everything clean and maintained, and add community spaces where people can connect.
For equipment retailers: Help gym owners articulate why commercial equipment matters. Give them simple talking points: “This treadmill gets used 50 times a day and runs like new—that’s the difference.” Focus on how equipment variety keeps members progressing.
What People Actually Want in 2026
The survey revealed three top goals:
- Building muscle and strength: 50%
- Improving mobility, flexibility, and posture: 48%
- Better mental health through exercise: 46%
And 89% now see regular physical activity as preventive healthcare.
For Gym Owners: Match Your Offerings
If half your members want strength but your schedule is 70% cardio classes, you’ve got a mismatch.
Quick fixes:
- Expand your free weight area if it’s crowded during peak hours
- Add strength-focused classes and dedicated mobility sessions
- Train staff to discuss mental health benefits naturally
- Create clear onboarding paths: strength program, mobility class schedule, or stress-relief workout structure
For Equipment Retailers: Recommend With Purpose
Lead with these three categories:
- Strength: Power racks, full dumbbell sets, functional trainers, specialty bars
- Mobility: Dedicated stretching areas, foam roller stations, resistance bands
- Mental wellness: Yoga spaces, recovery equipment, quiet zones
Better yet: create package deals like “The Strength Builder Package” or “The Complete Mobility Zone.” Include simple programming guides with equipment purchases.
January Rush, February Test
Fitness is the top New Year’s resolution for 54% of Americans (82 million people). January will be packed. The question is: who’s still there in March?
For Gym Owners: Build Community Now
Immediate actions:
- Pair new members with workout buddies during onboarding
- Run new member-only classes for the first month
- Host monthly social events (coffee meetups, nutrition workshops)
- Track cancellations and understand why people leave
- Add coaching touchpoints: quarterly goal sessions, small group training options
For Equipment Retailers: Think Beyond January
Help gyms buy equipment that keeps people past February:
- Progressive equipment with wide weight ranges
- Tech-enabled equipment that tracks progress
- Recovery equipment that prevents burnout
- Space-efficient solutions for peak hours
Offer maintenance plans and quarterly check-ins. Be their partner, not just their vendor.
Pricing for an Uncertain Economy
For gym owners: Use tiered pricing—basic ($29-39), mid-tier ($59-79), and premium ($99-149). Send monthly value reminders: new equipment, success stories, helpful content. Partner with insurance companies and corporate wellness programs.
For equipment retailers: Sell ROI, not just equipment. Show how a functional trainer attracts small group training clients at $400/month per person. Offer financing that spreads costs across the year.
Your Move
The $60 billion is real. Americans see fitness as essential and want specific things: strength training, mobility work, and mental health benefits.
For gym owners: audit your facility against what people want. Are you set up for strength? Is mobility a real focus? Can people find community?
For equipment retailers: become a strategic partner who understands retention. Help your clients keep members past February.
The opportunity is massive. Are you ready to capture your share?
Survey: Kantar for Health & Fitness Association, December 5-16, 2024, 2,000 adult Americans.
