Americans Are Ditching Vacations for Fitness: Will You Be Left Behind in 2026?

A new survey from the Health & Fitness Association (HFA) reveals that fitness remains a top priority for American spending, particularly as New Year’s resolutions approach. The nationwide poll indicates that Americans are projected to spend approximately $60 billion on health and fitness initiatives by 2026. This spending reflects a commitment to personal health, with respondents citing an expected average expenditure of about $61 per month, or roughly $733 annually, aimed at achieving their fitness goals.

Despite the rise of at-home fitness solutions and virtual workouts, traditional gyms are likely to remain a popular destination for fitness enthusiasts. A significant 86% of surveyed individuals reported that access to facilities such as gyms, studios, and health clubs is vital for reaching their fitness objectives. Of that group, 61% emphasized that such access is "very important."

Conducted by market research firm Kantar between December 5 and 16, the survey gathered responses from a nationally representative sample of 2,000 adult Americans. The findings illustrate that even in an unpredictable economic landscape, fitness expenditures are prioritized over other discretionary spending. When asked what areas they would cut back on to save money, 23% of respondents mentioned fitness or exercise spending, which is lower than dining out (44%), travel/vacations (36%), and entertainment (29%).

“Americans are not just setting fitness goals; they are budgeting for them,” said HFA President and CEO Liz Clark. “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.”

Fitness and wellness topped the list of resolutions for over half (54%) of those surveyed—translating to about 82 million Americans—placing it ahead of other common resolutions, including financial goals (49%), nutrition and diet goals (40%), and improving relationships with friends or family (37%). This trend underscores a cultural shift where more individuals view fitness as integral to their overall well-being.

While specific data on past fitness spending is not publicly available, market trends indicate a growing financial emphasis on health and wellness. The e-commerce platform Bolt has found that consumers are increasingly allocating funds toward supplements and athleisure gear. Notably, nearly half of Gen Z—despite facing economic challenges—rank fitness as their top discretionary spending category.

The HFA-Kantar survey also explored individual fitness goals among respondents, revealing a broad consensus that regular physical activity is one of the most effective forms of preventive healthcare, with nearly 89% affirming this belief. As the new year approaches, gyms and fitness brands face the challenge of retaining new members past the initial enthusiasm that typically accompanies New Year’s resolutions.

Interestingly, while the demand for gym memberships is high, many facilities are grappling with retention issues. With the easing of cancellation procedures and evolving member expectations, there is a discernible shift toward more community-oriented environments and boutique-style classes, like Pilates. This trend indicates that while fitness remains a priority, the approach to achieving health goals is evolving, with a strong push towards personalized and engaging experiences.

As Americans prepare to invest significantly in their health and wellness in the coming years, it is clear that fitness is not just a fleeting trend but a fundamental aspect of modern lifestyle choices. The commitment to prioritize physical activity—along with a willingness to budget for it—suggests that the American public is increasingly viewing fitness as a necessary aspect of daily life.