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.

Despite the boom of at-home fitness and virtual workouts, gyms will likely still be crowded when 2026 begins, as 86% claimed access to facilities such as gyms, studios and health clubs will be important to achieving their goals, including 61% who said it will be very important.

Market research firm Kantar conducted the online survey on behalf of the HFA, in which a nationally representative sample of 2,000 adult Americans answered questions related to resolutions and 2026 goals between December 5 and 16 of this year.

As people plan spending, fitness remains a priority expense, even amid an uncertain economy, the findings showed.

When those surveyed were asked which costs they would cut to save money, 23% said they would cut back on fitness or exercise spending — behind 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,” Clark added. “Even in a challenging economic environment, Americans are prioritizing physical activity as a proactive form of preventive healthcare.”

When asked about resolutions in general, with over half (54%) of its respondents — representing about 82 million Americans — placed fitness and wellness ahead of other top resolutions, including:

  • Money and financial goals (49%)
  • Nutrition and diet goals (40%)
  • Relationships with friends or family (37%)

While data isn’t publicly available for how much Americans planned to spend on fitness in previous years, market trends have revealed that people’s financial priorities are increasingly valuing fitness and wellness. Ecommerce platform Bolt found that consumers are spending more than ever before on things like supplements and athleisure gear, while nearly half of Gen Z — despite financial woes — ranked fitness as their top discretionary spend category.

The HFA-Kantar survey also prompted participants to reveal what their specific fitness goals were:

Those goals are deeply tied to improving health outcomes as well, with nearly nine in 10 Americans (89%) asserting that regular physical activity is one of the most effective forms of preventive healthcare.

As resolution go-getters flock to gyms in the new year, brands will once again be put to the test to keep their new members past the first few months of 2026.

While Gen Z is driving the fitness boom, many gyms are struggling to keep people coming back amid easier cancellation procedures, greater expectations around community-building and members moving toward boutique-style classes like Pilates.