Fitness is a protected spend.
Bought in. Americans plan to spend $60B on health and fitness in 2026, per HFA data, cementing exercise as a nonnegotiable expense.
Built for life. Fitness is being reframed for longevity. Consumers are prioritizing strength (50%), mobility and posture (48%), and mental health through movement (46%), favoring functional, low-impact routines over all-out effort.
Space race. A strong signal for brick-and-mortar brands, 86% say gyms, studios, and health clubs are important to achieving outcomes. From budget chains to Everything Gyms, community, coaching, and shared accountability play a key role in sustained behavior change.
Reorg. Nearly 90% of Americans view exercise as preventative healthcare. Shifting from discretionary to essential, only 23% would cut fitness spending if budgets tightened — reducing dining, travel, and entertainment first.
Punchline: Fitness has moved from aspiration to allocation. As exercise becomes essential infrastructure for health, operators built for consistency, longevity, and real-world engagement will drive retention, scale, and long-term value.
