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Americans Set to Spend $22.4 Billion on Fitness by 2026

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  Published in Health and Fitness on Tuesday, December 23rd 2025 at 8:19 GMT by Market Realist

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Americans Are Ready to Re‑Invest in Their Health: A 2026 Fitness Spending Forecast

A fresh survey released this week has set the health‑and‑fitness community abuzz, revealing that Americans plan to spend an astonishing sum on fitness over the next three years. The study, conducted by a leading market‑research firm in partnership with the Health and Fitness Industry Association (HFIA), projects that the U.S. fitness market will see $22.4 billion in consumer spending by 2026—up 12 % from 2023 levels. These findings, published on MSN Health, underscore a sustained shift toward wellness that could reshape gym ownership, home‑fitness brands, and digital health platforms.

What the Survey Measured

The survey canvassed 4,500 adults across all 50 states, representing a balanced mix of age groups (18–24, 25–34, 35–44, 45–54, 55+), genders, and income brackets. Respondents were asked to estimate the amount they expect to spend on fitness‑related products and services in the next three years. The survey also probed preferred spending categories (gym memberships, personal training, equipment, wearables, and health‑app subscriptions), as well as motivations behind these expenditures.

The methodology was detailed in a linked article on the HFIA website, where respondents were provided a brief 30‑minute questionnaire and an incentive of a $10 digital voucher. Data were weighted to mirror U.S. Census demographics, giving the results a high degree of representativeness.

The Big Numbers

• Total projected spend (2026): $22.4 billion
• Average annual spend per consumer (2026): $1,270
• Breakdown by category:
  • Gym memberships: $9.3 billion (41 % of total)
  • Personal training: $3.6 billion (16 %)
  • Home‑fitness equipment: $4.5 billion (20 %)
  • Wearables & health apps: $2.9 billion (13 %)
  • Miscellaneous (supplements, classes, apparel): $2.3 billion (10 %)

The survey’s most striking finding is that 65 % of respondents plan to spend at least $1,000 annually on fitness—an increase of 7 % over the previous year’s figure. The growth is largely attributed to the continued relevance of at‑home workouts, spurred by lingering concerns over gym closures and a rise in digital fitness subscriptions.

Demographic Nuances

• Age: 18‑24 year olds are the most aggressive spenders, with an average of $1,500 per year, largely driven by subscription‑based workout programs and smart‑watch usage.
• Income: Those earning $100,000+ per year allocate roughly $1,700 annually, with a strong tilt toward premium gym memberships and high‑end equipment.
• Gender: Women are projected to spend 12 % more than men, primarily on wellness programs and boutique studio classes.
• Region: The South and West Coast report higher average spends—$1,350 and $1,400 respectively—compared to the Midwest’s $1,200, reflecting regional fitness culture and climate.

Why the Numbers Are Rising

1. Digital Transformation: The pandemic accelerated the adoption of fitness apps and streaming platforms. Even as people return to gyms, many continue to pay for digital memberships, boosting overall spend.
2. Health Awareness: Rising rates of chronic conditions and a generational shift toward preventive health have pushed consumers to invest more in wellness.
3. Lifestyle Branding: Gym memberships are no longer purely functional; they’re a status symbol. Boutique studios offering yoga, HIIT, and pilates command higher price points.
4. Tech Integration: Wearables that track metrics and offer personalized coaching are becoming “must‑have” accessories, especially among tech‑savvy millennials.

A quote from the survey’s lead researcher, Dr. Elaine Patel of MarketPulse Analytics, encapsulates this trend: “We’re witnessing a convergence of health, lifestyle, and technology. The next three years will be dominated by consumers who view fitness as an integral part of their identity, not just a leisure activity.”

Industry Implications

The projected $22.4 billion spend has several ripple effects:

• Gym Operators: Traditional gyms may need to diversify revenue streams—offering hybrid memberships that combine onsite and online access.
• Home‑Fitness Brands: Companies like Peloton and Mirror can capitalize on the 20 % share earmarked for home equipment, especially by offering flexible financing options.
• Wearable & App Developers: With 13 % of spending in this segment, there is an impetus to develop more personalized, AI‑driven training programs.
• Health Insurers: Recognizing the preventive value of fitness spending, insurers might introduce incentives such as reduced premiums for gym members or app users.

Looking Ahead

An additional linked report on the HFIA site projects a 15 % compound annual growth rate (CAGR) for the U.S. fitness industry through 2028, driven largely by personalized wellness services and integrated health data platforms. The report suggests that firms adopting an omnichannel approach—combining physical studios, digital content, and wearable tech—will outpace competitors.

The MSN Health article also invites readers to explore related stories on the evolving “wellness economy” and the impact of the pandemic on lifestyle choices, providing a broader context for the 2026 fitness forecast.

Bottom Line

Americans are not only eager to get back into shape—they’re willing to pay premium prices to do so. With an estimated $22.4 billion expected to funnel into fitness by 2026, the industry must adapt to a consumer base that blends gym loyalty, at‑home convenience, and data‑driven personalization. As the sector evolves, those who can seamlessly integrate these elements will capture the most significant share of this burgeoning market.