Americans Plan To Spend $60B on Fitness in 2026

A new survey reports fitness is a top priority for Americans, with many respondents indicating they‘d rather spend less on dining out and travel before cutting back on gym memberships.

Fitness remains the most popular New Year’s resolution for Americans. A new nationwide survey from the Health & Fitness Association (HFA) revealed that Americans plan to spend around $60 billion in 2026 to support health and fitness goals. That number is based on respondents reporting they expected to spend about $61 per month, or approximately $733 per year, on their fitness goals.

Despite the boom of at-home fitness and virtual workouts, gyms will likely still be crowded when 2026 begins, as 86% claimed access to facilities such as gyms, studios and health clubs will be important to achieving their goals, including 61% who said it will be very important.

Market research firm Kantar conducted the online survey on behalf of the HFA, in which a nationally representative sample of 2,000 adult Americans answered questions related to resolutions and 2026 goals between December 5 and 16 of this year.

When those surveyed were asked which costs they would cut to save money, 23% said they would cut back on fitness or exercise spending — behind dining out (44%), travel/vacations (36%) and entertainment (29%).

The HFA-Kantar survey also prompted participants to reveal what their specific fitness goals were:

50% said they wanted to build muscle and strength

48% said they were aiming to improve mobility, flexibility and/or posture 46% want to improve their overall mental health through physical activity