Research by the Health and Fitness Association suggests that 2026 will be another good year for the fitness industry, with more people recognising the importance of exercise for maintaining good health.

Americans are planning to spend US$60 billion on health and fitness this year, according to the study, making it the most popular New Year resolution.

The reseasrch, done by online survey by Kantar, was carried out in December 2025 using a nationally representative sample of 2,000 adult Americans.

Of the 56 per cent of US adults who plan to set personal goals for 2026, 54 per cent – around 82 million – say they intend to focus on health, fitness and exercise.

Building muscle is the most popular aim at 50 per cent, while nearly the same proportion – 48 per cent – want to improve their mobility, flexibility and posture and 46 per cent are aiming to use exercise to boost their mental health.

Some 89 per cent of Americans say regular physical activity is one of the most effective forms of preventative healthcare and 86 per cent say that fitness facilities will be important for achieving their goals.

Exercise is also an increasingly protected category of household spend. Only 23 per cent said they would reduce fitness spending if they needed to save money. Dining out (44 per cent), travel (36 per cent) and entertainment (29 per cent) were all more likely to be cut back on.

“Americans are not just setting fitness goals, they're 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 prioritising physical activity as a proactive form of preventative healthcare.”

Average spend for those with fitness goals is around US$61 a month, which translates to a nationwide industry boost of US$60 billion in planned health and fitness spend.

The research also found that more than half (55 per cent) of people who had health and fitness goals in 2025 managed to achieve them.