WASHINGTON, DC—December 22, 2025—A new nationwide survey from the Health & Fitness Association (HFA) finds that Americans plan to spend $60 billion in 2026 to support health, fitness, and exercise goals and New Year’s resolutions. Among the 56% of US adults who plan to set personal goals for the year ahead, 54%—approximately 82 million Americans—say they intend to focus on health, fitness, and exercise, making it the most popular resolution focus for 2026.
The goals of individuals setting health and fitness resolutions reflect a broad view of well-being, including building muscle or strength (50%), improving mobility, flexibility, and/or posture (48%), and improving overall mental health through physical activity (46%).
To turn these ambitions into action, Americans emphasize the importance of structured exercise environments. About 86% say access to fitness facilities such as gyms, studios, and health clubs will be important to achieving their goals, including 61% who say it will be very important.
At the core of these decisions is a widely shared belief about the role of exercise itself. Nearly nine in 10 Americans (89%) say regular physical activity is one of the most effective forms of preventive healthcare, a perspective that increasingly shapes how people plan and prioritize their spending. As a result, fitness remains a protected household expense even amid broader economic uncertainty. When asked which costs they would reduce if they needed to make budget cuts, only 23% of Americans said they would cut back on fitness or exercise spending, well behind categories such as dining out (44%), travel or vacations (36%), and entertainment (29%).
“Americans are not just setting fitness goals; they are budgeting for them,” says 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.”
Key findings from the survey reveal:
- More than half of US adults (56%), or approximately 151 million Americans, plan to set personal goals for 2026.
- Health, fitness, and exercise are the most popular resolution focus for 2026, with 54% of goal-setters prioritizing these resolutions, followed by money/financial (49%), nutrition/diet goals (40%), and relationships with friends or family (37%).
- Among Americans planning to set health or fitness goals, expected spending averages about $61 per month, or approximately $733 per year. Nationwide, that translates into approximately $60 billion in planned health and fitness spending.
- Nearly nine in 10 Americans (89%) believe regular physical activity is one of the most effective forms of preventive healthcare.
Follow-through on fitness goals is notable. Among Americans who included health, fitness, or exercise-related goals in their New Year’s resolutions for 2025, 55% say they fully achieved them.
Together, the findings highlight the central role of fitness and exercise in Americans’ personal health strategies and budgeting decisions, underscoring the continued importance of fitness facilities, professionals, and programs in supporting long-term health outcomes.
Methodology
Kantar, on behalf of the Health & Fitness Association (HFA), conducted an online survey between December 5 and 16, 2025, among a nationally representative sample of 2,000 adult Americans aged 18 and over related to New Year’s resolutions and 2026 goals. The margin of error is +/- 2 percent and greater among subgroups.
