Americans Plan To Spend $60B on Fitness in 2026, Cut Back on Other Expenses Instead

December 22, 2025

A new survey shows fitness is a top spending 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 — and a top spending priority.

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 stating they expected to spend about $61 per month, or approximately $733 per year, on their fitness goals. Athletech News