According to the annual US consumer health and wellness survey from Life Time, people are placing increasing importance on their health and wellbeing.

Of the 3,000 people polled on their attitudes to health and wellness, 64 per cent said they intend to prioritise their health and wellbeing more in 2024 than in 2023 – an increase of 29 per cent. The top reason cited is to be able to keep doing things they love for as long as possible. Living longer, healthier lives is a bigger motivation (51 per cent), than looking better (9 per cent).

Workouts are considered sacred "me time," with 77.2 per cent of respondents saying they avoid all work emails and calls during exercise, and nearly 90 per cent reporting they rarely, if ever, mix work and working out.

The trend in strength training continues, with building muscle the number one goal for 35.9 per cent. Although cardio is still slightly more popular: 18.2 per cent say their workouts are mostly cardio-focused, compared to 15.6 per cent focused solely on strength training. 50.8 per cent have an equal mix.

A good night’s sleep is the favoured method of recovery (35 per cent) closely followed by a sauna or cold plunge (33.4 per cent).

More than one third (36.2 per cent) of respondents said they take multivitamins as their top supplement, followed by protein powder (23.6 per cent).

Losing weight is still a strong desire: 36 per cent would give up social media forever in exchange for losing 10 pounds, while 6 per cent of respondents would give up sex.

Life Time runs 170 athletic country clubs across the United States and Canada offering a range of programmes including strength training, pickleball, tennis, cycle, Pilates, yoga and athletic events. There is also a digital membership with access to on-demand classes, coaching and wellness content.

"Through our annual survey, we always look forward to gather a glimpse of the consumer mindset and attitudes toward health and wellness," said Life Time president and COO, Jeff Zwiefel. "Personal health is our best defense to live longer and perform better both physically and mentally and Life Time is unwavering in its approaches to meeting members where they are, helping them to live healthy, happy and fulfilled lives via our best places, programmes, performers and experiences."