Brits are choosing to spend more of their disposable income on health and fitness than eating out and drinking socially according to a new survey from UK Active.

The polling found that 23 per cent of 25 to 34-year-olds surveyed are currently investing in gym memberships and fitness services, while eating out or drinking socially was only prioritised by 6 per cent. The next most popular area of spending for this age group was holidays at 14 per cent.

While Millennials represent the biggest market for the sector, Gen Z is also investing in their health, with 16 per cent of 16–24-year-olds prioritising spend on health and fitness.

The findings for other age groups are: 21 per cent of 35 to 44-year-olds spend money on health and fitness; 13 per cent of 45–44-year-olds; 10 per cent of 55–64-year-olds; 9 per cent of 65–74-year-olds and 10 per cent of those over 75.

UK Active is calling on the government to capitalise on this trend and support the fitness industry in getting more people moving. The trade body wants to grow the number of people with a gym membership in the UK to 15 million by 2030.

Huw Edwards, CEO of UK Active, says: “Our polling shows Millennials are leading the way, but we want people of all ages and backgrounds to experience the benefits of leading a more active life.

“It’s time for the Government to recognise this demand and help to get the nation moving more, because the future of our NHS and our economic growth depend on it.”

ENDNOTE

The Consumer Engagement Polling and Insights was carried out by Savanta on behalf of UK Active. A total of 6,292 people responded from April to September 2024. This is part of wider consumer engagement polling carried out across three moments in the calendar year.

The top spending trends across all age groups were:1. Putting money into savings (27 per cent)

2. Holidays (20 per cent)3. Spending on health and fitness/gym memberships (14 per cent)

4. Non-food shopping (11 per cent)5. Eating out (10 per cent)

6. Watching sport (6 per cent)7. Drinking socially (5 per cent)

Among the 1,030 Millennials surveyed, health and fitness even overtook holidays:

1. Savings (25 per cent)2. Health and fitness/gym memberships (23 per cent)

3. Holidays (14 per cent)