Americans Plan $60 Billion in Fitness Spending for 2026, New HFA Survey Finds
Krissy Vann | Host, All Things Fitness and Wellness
As the calendar turns toward 2026, Americans are not easing off their commitment to health and fitness. They are doubling down. New nationwide data shows that exercise is no longer treated as a nice-to-have New Year’s resolution, but as a planned, budgeted investment in long-term health.
A new survey from the Health & Fitness Association finds that Americans expect to spend roughly $60 billion in 2026 to support health, fitness, and exercise goals tied to New Year’s resolutions. More than half of U.S. adults plan to set personal goals for the year ahead, and among them, health and fitness stand out as the most common focus. Approximately 82 million Americans say improving their physical health will be a top priority, outpacing goals related to finances, nutrition, and relationships.
What is notable is how broadly Americans now define fitness. The survey shows that goals extend well beyond weight loss. Half of respondents planning health-related resolutions say they want to build muscle or strength, while nearly as many are focused on improving mobility, flexibility, or posture. Mental health is also central, with close to half saying they plan to use physical activity as a way to improve overall well-being. The data points to a more holistic understanding of fitness that blends physical capability, mental resilience, and long-term health.
Turning those intentions into action appears closely tied to access to structured environments. Eighty-six percent of respondents say fitness facilities such as gyms, studios, and health clubs will be important to achieving their goals, and more than six in ten say that access will be very important. This reinforces the role that physical locations continue to play, even as digital and at-home options remain widely available.
Underlying these decisions is a strong belief in exercise as healthcare. Nearly nine in ten Americans say regular physical activity is one of the most effective forms of preventive healthcare. That belief is shaping spending behavior in a tangible way. Even amid economic uncertainty, fitness is proving resilient. When asked where they would cut spending if needed, fewer than one in four Americans said fitness or exercise would be on the chopping block. Dining out, travel, and entertainment were all far more likely to be reduced.
“Americans are not just setting fitness goals; they are budgeting for them,” says Liz Clark, President and CEO of the Health & Fitness Association. “This research shows that people increasingly see exercise as an essential investment in their long-term health. Even in a challenging economic environment, Americans are prioritizing physical activity as a proactive form of preventive healthcare.”
On an individual level, Americans planning health or fitness goals expect to spend an average of about $61 per month, or roughly $733 over the course of the year. Scaled nationally, that monthly commitment adds up quickly, helping explain the projected $60 billion in total spending.
The survey also suggests that follow-through may be stronger than conventional wisdom assumes. Among Americans who set health or fitness-related New Year’s resolutions for 2025, more than half say they fully achieved them. That level of success challenges the narrative that resolutions are mostly abandoned within weeks and points instead to a population that is becoming more realistic, intentional, and consistent about its goals.
Taken together, the findings paint a clear picture heading into 2026. Fitness is no longer framed as a short-term resolution driven by guilt or seasonal motivation. It is increasingly viewed as a core component of preventive health, a protected line item in household budgets, and a long-term commitment that spans strength, mobility, mental health, and overall quality of life.
