Fitness, wellbeing, and the GLP-1 effect on how Americans spend — from a 500-person national study fielded July 2026. GLP-1 users spend $449 a month on fitness, compared to $120 for non-users — nearly four times as much, and the gap runs across nearly every category we tracked, not just the ones tied directly to weight change. This report gets into where that spending is going, why sleep and mental wellbeing now matter more to consumers than physical fitness or healthy eating, and what a quarter of the country now taking GLP-1 medications means for how fitness, apparel, and wellness brands should be thinking about their customers.

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What's inside

• The Fitness Consumer — what motivates people to work out, and how often they actually do it

• Fitness Spending — where the money goes each month, which categories are sticky, and where consumers cut first

• The Recovery Opportunity — the highest-spend, least-built-out category we tracked

• The GLP-1 Effect — who's taking GLP-1 medications, how it changes spending and lifestyle habits, and what it means for apparel, grocery, and fitness brands

• The TCC Take — our read on what the data means for brands going forward

A few findings from the report

• GLP-1 users spend $449 a month on fitness combined, against $120 for non-users

• 70% of consumers say their focus on health is higher than it was a year ago

• Sleep (87%) and mental wellbeing (86%) now outrank physical fitness (68%) and healthy eating (66%) as top consumer priorities

• Recovery spending averages $107 a month among consumers who spend on it — the highest of any category tracked

• Millennials outspend every other generation on fitness, at $345 a month, and have the highest GLP-1 usage rate, at 29%

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Who this report is for: Brand strategists and marketers in fitness, apparel, beauty, and food & beverage. Investors tracking consumer health and wellness spending. Anyone building a product or a pitch around the GLP-1 shift.

Methodology: Fielded online in July 2026 among a national sample of 500 U.S. adults ages 18–64. Figures are stratified to U.S. census demographics (age, gender, and region) unless otherwise noted. GLP-1 findings are based on a subsample of 123 users and 377 non-users.