As January Momentum Slows, New Survey Shows Health Goals Remain a Priority
Krissy Vann | Host, All Things Fitness and Wellness
By mid-January, the early momentum that typically surrounds New Year health goals has already begun to ease. For many people, the excitement of a fresh start has been tested by daily routines, time constraints, and the challenge of sustaining new habits. It is a familiar point in the calendar when intentions are reassessed and, in some cases, abandoned altogether.
That context makes the findings of a new national survey conducted by Purpose Brands particularly timely. The survey shows that health remains a top priority, even as consistency proves difficult. According to the data, 36 percent of respondents identified staying generally healthy as their primary goal, while 30 percent said their focus is on living longer and better, and another 30 percent prioritized maintaining physical activity. Together, the results point to a shift away from appearance-driven goals and toward longevity, energy, and overall quality of life.
Despite those intentions, follow-through remains a challenge. January 9 is often referred to as National Quitter’s Day, reflecting how quickly many resolutions fall away. The gap between motivation and sustainable behavior continues to be one of the most persistent issues facing the fitness and wellness industry, even as interest in healthier lifestyles remains high.
In an interview connected to the survey, fitness industry leader Stacy Anderson addressed this disconnect and emphasized the importance of moving beyond a short-term resolution mindset. She encouraged people to view health as an ongoing process rather than a January checkpoint, highlighting the role of supportive environments, flexible programming, and community in maintaining long-term engagement. As part of that broader approach, she pointed to the Purpose Brands Transformation Challenge, which is designed to help participants find a fitness format and community aligned with their goals, whether that focus is fat loss, strength, or longevity.
The survey also highlights notable generational differences in how people approach health and fitness. Gen Z respondents were the most likely to have set health-related goals for 2025, while Baby Boomers were the least likely, with 34 percent reporting that they did not make New Year’s resolutions at all. Even without a formal resolution, however, fitness and nutrition remain consistent areas of focus across generations, signaling a shared desire for lasting change.
Gen Z also stands out for its willingness to experiment. According to the survey, 38 percent of Gen Z respondents reported using a free trial fitness or exercise app, 25 percent said they tried a fitness modality that was new to them, and 26 percent joined a new gym or fitness studio. Millennials, by comparison, were more likely to renew an existing gym membership, with 26 percent indicating they chose to recommit to a familiar fitness environment rather than seek something new.
Spending behavior further illustrates these trends. While Gen Z at 21 percent and Millennials at 24 percent are the most likely to pay for in-person workout classes, both groups also lead adoption of digital fitness tools. The survey found that 28 percent of Gen Z respondents pay for exercise apps, 28 percent pay for mental wellness apps, and 24 percent pay for nutrition apps. Millennials also engage with paid digital platforms, with 30 percent paying for exercise apps and 25 percent for nutrition apps, though they are less likely to pay for mental wellness apps at 20 percent.
One of the more notable findings from the Purpose Brands survey is the emergence of GLP-1 users as a highly engaged health consumer segment. Compared with the general population, individuals using GLP-1 medications are two to three times more likely to join new gyms, pay for digital fitness and nutrition apps, adopt body composition scanning technologies, and invest in holistic wellness services. The data suggests that GLP-1 use is often accompanied by deeper engagement in fitness and lifestyle changes rather than serving as a replacement for them.
Viewed through a mid-January lens, the survey underscores a consistent theme across the fitness industry. While early-year motivation may fade for some, the underlying desire to improve health, maintain activity, and support long-term well-being remains strong. The challenge, as the data indicates, is less about setting goals and more about building sustainable systems and support structures that help people follow through long after the calendar turns.
