Affordability Challenges Loom Over Americans’ Fitness Ambitions

New findings from the Health & Fitness Association reveal that nearly one-third of Americans say expenses could be a barrier to their health and fitness goals in 2025

More than 60% of Americans plan to prioritize their health and fitness this year. Still, according to startling new findings from the Health and Fitness Association (formerly IHRSA), affordability remains a potential barrier.

Let’s start with the good news from the fitness industry advocacy group’s new nationwide survey: many Americans are on board with making 2025 the year of building muscle and strength (50%), establishing regular fitness routines (44%) and improving mental health with physical activity (42%). Despite their commitment, however, nearly one-third cited expense as a concern when considering their 2025 health and fitness goals.

“Americans are entering the new year with strong ambitions to improve their health and fitness, but financial strain is a real obstacle for many,” HFA president and CEO Liz Clark said. “This represents both a challenge and an opportunity to explore strategic solutions that can make fitness more accessible to everyone.”

HFA’s recent survey coincides with the group’s new report, Reversing the Physical Inactivity Crisis – Fitness Affordability as Strategic Policy. Produced in collaboration with Portas Consulting, the report highlights how supporting certain policies (like those proposed under the PHIT Act) could do more than ease the cost burden for Americans.

Among the report’s key points are that fitness facility members are almost 50% more likely to meet the World Health Organization’s recommended levels of physical activity and that investing in a ten percent reduction in membership fees could bring 17 million more Americans into the structured fitness fold. Such an adjustment, HFA says, could have a far-reaching impact by helping prevent chronic diseases and saving $12.2 billion in annual healthcare costs. Supportive measures could also stimulate $12.3 billion in consumer spending, create jobs and improve overall life satisfaction, according to HFA’s report.

“Making fitness affordable is not only about helping people meet their personal goals,” Clark continued. “It’s about fostering healthier communities and unlocking the far-reaching societal benefits that come with increased physical activity.”

Other notable findings from HFA reveal the importance of access to fitness facilities, with 88% of respondents indicating that fitness clubs and studios are essential for reaching their goals. To that point, over half (58%) plan to maintain their current memberships, while 23% intend to join a new fitness facility in 2025.

The trade association is set to host The HFA Show 2025 this March in Las Vegas, Nevada, recently announcing former MLB star Alex Rodriguez as its keynote speaker on March 14. New Xponential Fitness CEO Mark King has also been named a keynoter at the event.