A recent survey and report from the Health & Fitness Association revealed that nearly 100 million Americans have set health and fitness-related resolutions for the new year. Health clubs and fitness facilities are poised to help them meet those goals, but affordability is a concern for many potential members.
According to a survey by the Health & Fitness Association (HFA), health, fitness, and exercise are at the forefront of Americans’ New Year’s resolutions. Of the estimated 159 million adults planning to set goals, 60%—or approximately 96 million Americans—intend to focus on health, fitness, and exercise, making it the most popular theme for 2025 goals.
Among these fitness-focused individuals, the top aspirations include building muscle or strength (50%), establishing a regular exercise routine (44%), and improving mental health through physical activity (42%). These goals reflect a holistic understanding of fitness, highlighting its benefits for both physical and mental well-being.
To turn these ambitions into action, Americans overwhelmingly recognize the importance of structured exercise spaces such as gyms, studios, and health clubs. Nearly nine-in-ten (88%) say access to fitness facilities will be important to achieving their goals, with 61% rating it very important. Consequently, most plan to maintain their existing membership (58%) or join a new fitness facility in 2025 (23%).
Despite the enthusiasm for fitness and exercise, affordability remains a concern. Nearly one-third cite cost as a top factor that might prevent them from achieving their fitness goals in 2025. This tension between ambition and accessibility underscores a broader issue in making health and fitness achievable for all Americans.
“Americans are entering the new year with strong ambitions to improve their health and fitness, but financial strain is a real obstacle for many,” said Liz Clark, HFA president and CEO. “This represents both a challenge and an opportunity to explore strategic solutions that can make fitness more accessible to everyone.”
The survey coincides with the release of a new HFA report, Reversing the Physical Inactivity Crisis – Fitness Affordability as Strategic Policy. Conducted in collaboration with Portas Consulting, the report explores how public investment in strategic pricing policies—such as those proposed under the PHIT Act—could expand access to structured exercise and deliver transformative health and economic benefits.
Key findings from the report reveal:
- U.S. fitness facility customers are almost 50% more likely to meet the World Health Organization’s (WHO) recommended levels of physical activity compared to non-customers.
- Investing in a 10% reduction in fitness facility membership fees could enable 17 million more Americans to participate in structured fitness.
- This modest adjustment could prevent 500,000 chronic disease cases annually, saving $12.2 billion in healthcare costs.
- The resulting growth in fitness participation could stimulate $12.3 billion in consumer spending, create 230,000 jobs, and enhance life satisfaction and community trust for millions.
Together, the new survey and report present a roadmap for aligning Americans’ fitness goals in 2025 with actionable solutions.
“Making fitness affordable is not only about helping people meet their personal goals,” Clark emphasized. “It’s about fostering healthier communities and unlocking the far-reaching societal benefits that come with increased physical activity.”