Research by the Global Health and Fitness Alliance (GHFA) and the Health and Fitness Association (HFA), says cost is still a barrier to joining gyms, which is limiting the industry’s impact on population health.

Covering 10 diverse markets, the study shows how reducing financial barriers to structured exercise facilitated by fitness facilities could help drive health, social and economic benefits.

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-members. On average across the 10 markets, gym members are 56 per cent more likely to meet World Health Organization guidelines for physical activity; reported higher life satisfaction; greater trust in their communities and emphasised the broad social value of structured exercise.

However, cost was cited as a leading barrier to participation across the 10 markets surveyed – on average 61 per cent of non-members identified affordability as a primary reason for not joining a facility.

A price elasticity analysis showed that even modest price reductions, enabled by strategic public policy interventions, could motivate up to 14 per cent of current non-members to engage in structured exercise.

A hypothetical 10 per cent price reduction revealed significant benefits around healthcare spend, economic impact and social benefits. According to the research, a return on investment of 1.5x to 4x could be achieved through reductions in chronic disease prevalence, improved public health outcomes and productivity savings.

HFA president and CEO, Liz Clark, says the findings emphasise 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 and urges policymakers and stakeholders to integrate affordability into strategies to promote physical activity.

“This research provides policymakers with the evidence needed to act decisively,” says Clark. “By prioritising 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.”

GHFA and HFA collaborated with Portas Consulting to carry out the research, the study integrates consumer surveys with Portas’ proprietary Social Return on Investment (SROI) model to evaluate health, social, and economic outcomes.

Conducted online in September 2024, the sample comprised almost 11,300 urban adults from a diverse group in 10 countries: Australia, Canada, Germany, Ireland, Japan, New Zealand, Saudi Arabia, Singapore, Spain and the United States.