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While it’s no secret that New Year’s resolutions often involve losing weight or exercising more, here’s an interesting twist that could help the sports event industry: A new study has found that American adults plan to spend an estimated $60 billion in 2026 to support their health, fitness, and exercise goals and New Year’s resolutions – and that they view this investment as a priority.
That means, in simplest terms, that even if finances get tight, these investments will not be on the chopping block.
The data, compiled by the Health & Fitness Association, “points to a sustained and deeply rooted commitment to physical activity, even as broader economic uncertainty continues to shape consumer decision-making.”
An infographic showing the survey findings is available at this link.
The data did not touch upon youth sports spending, instead, it focused on the adult market. However, something essential to note is that adults are increasingly joining the sports event market through several sectors, including the following:
Photo © Martinmark | Dreamstime.com Adult Sport and Social Leagues: After graduation from high school or college, many adults find themselves increasingly isolated. They miss the sports they participated in and the friends they made along the way. Adult sport and social league are filling the gap, offering everything from volleyball to pickleball to bar games to cornhole. The Sport and Social Industry Association provides information and resources to many local sports club organizations.
- US Masters Swimming: Any adult (age 18 and up) is eligible to join USMS, which provides training and competition.
- Some event owners, including The City Tour (golf), 5v5 Soccer and the North American Sand Soccer Championships all offer play for adults, as do multiple other event owners.
- Senior Sports: The National Senior Ganes Association offers competition in multiple sports for ages 50 and up; however, it is far from the only organization catering to adult athletes. The Huntsman World Senior Games and the International Masters Games are also offered, among others. Many states also offer their own multi-sport games with competition in various age groups.
The Health & Fitness Association notes that many adults, in making commitments to get healthier, count access to venues as essential to their resolutions:
“An overwhelming 86 percent of Americans say that access to gyms, studios or other fitness facilities will be important to achieving their 2026 goals, including 61 percent who say it will be very important. These findings reinforce the role that professionally operated facilities play in supporting consistency, motivation, and long-term engagement.”
The survey found the average amount allocated by most resolution-making Americans comes out to $61 per month, or roughly $733 per year. At a national level, this adds up to an estimated $60 billion in planned health and fitness spending in 2026.
“Americans are not just setting fitness goals; they are 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 prioritizing physical activity as a proactive form of preventive healthcare.”
Notably, Americans are also following through on their intentions. Among those who included health, fitness or exercise goals in their New Year’s resolutions for 2025, 55 percent say they fully achieved them.
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