New Research Highlights the Global Potential of Affordable Fitness

Washington, DC, January 27, 2025-New research by the Health & Fitness Association (HFA) highlights the important role affordability plays in addressing the global physical inactivity crisis. Covering 10 diverse markets, the study demonstrates how reducing financial barriers to structured exercise facilitated by fitness facilities could help drive substantial health, social, and economic benefits.

Physical inactivity has emerged as a key driver of preventable diseases and premature mortality worldwide. Health and fitness facilities, as enablers of regular physical activity, provide professionally guided, evidence-based programs at scale proven to reduce chronic disease risk, improve mental health, and build stronger communities. Yet, access remains uneven, with affordability being a leading barrier.

The report Reversing the Physical Inactivity Crisis - Fitness Affordability as Strategic Policy reveals that fitness facility customers are significantly more active and healthier than non-customers. Across the 10 surveyed markets, customers were on average 56% more likely to meet World Health Organization (WHO) guidelines for physical activity. These individuals also reported higher life satisfaction and greater trust in their communities, emphasizing the broad social value of structured exercise.

Despite these clear benefits, cost was cited as a leading barrier to participation in every surveyed market. On average, 61% of non-customers identified affordability as a primary reason for not joining a facility, limiting access to the extensive infrastructure and professional expertise fitness facilities provide.

The research includes a price elasticity analysis, demonstrating that even modest price reductions, enabled by strategic public policy interventions, could on average motivate up to 14% of current non-customers to engage in structured exercise.

Modeling the effects of a hypothetical 10% price reduction revealed the potential for significant returns across multiple dimensions:

Health Savings: A return on investment of 1.5x to 4x through reductions in chronic disease prevalence, improved public health outcomes and productivity savings.

Economic Impact: Increased consumer spending in the fitness sector and related industries, alongside the creation of new jobs.

Social Benefits: Enhanced life satisfaction and community trust, fostering healthier and more connected communities.

"This research provides policymakers with the evidence needed to act decisively," said Liz Clark, president and CEO of the Health & Fitness Association. "By prioritizing affordability, we can remove a leading barrier to structured exercise, drive health improvements, strengthen social cohesion, and fuel economic resilience. Public investment in fitness affordability is not just a cost but a strategic initiative with profound returns."

The findings emphasize the need to view the health and fitness industry as an essential partner in addressing some of the world's most pressing public health challenges. Policymakers and stakeholders are urged to integrate affordability into strategies promoting physical activity, thereby fostering healthier, more active societies worldwide.

For access to the 10 country reports, click here.

Methodology
The report, Reversing the Physical Inactivity Crisis - Fitness Affordability as Strategic Policy, explores the impact of targeted price reductions for fitness facility memberships across 10 global markets. Conducted by the Health & Fitness Association in collaboration with Portas Consulting, the study integrates consumer surveys with Portas' proprietary Social Return on Investment (SROI) model to evaluate health, social, and economic outcomes.

The online survey, conducted in September 2024, included nearly 11,300 urban adults from a diverse group of 10 markets:

• Australia
• Canada
• Germany
• Ireland
• Japan
• New Zealand
• Saudi Arabia
• Singapore
• Spain
• United States

About the Health & Fitness Association
The Health & Fitness Association (formerly IHRSA), a global community of industry leaders, is the only worldwide trade association providing a unified voice for the community of leaders who operate health and fitness facilities, offer professional guidance on physical activity, and provide the tools and equipment to do so to the millions of fitness facility members who understand that exercise improves their physical and mental health.

About Portas Consulting
Portas is the leading global strategy consultancy dedicated exclusively to sport and physical activity. We provide independent advice to senior executives on their most critical, urgent, and complex challenges worldwide, combining unparalleled expertise in sport and physical activity with top-tier management consulting credentials. With over 150 consultants and offices in London, Dubai, Riyadh, Singapore, and Tokyo, Portas has a history of impacting sport at the highest level. Over the past 20 years, it has delivered more than 800 projects, covering a wide