The Consumer Collective’s national study of 500 U.S. adults shows GLP-1 users spend $449 a month on fitness, against $120 for non-users

BROOKLYN, N.Y., Aug. 28, 2026 /PRNewswire/ — The Consumer Collective, a consumer insights and advisory firm, today released How America Spends on Fitness, a field report on U.S. fitness and wellbeing spending, which includes a focused study on GLP-1 medication users.

The headline finding: consumers taking GLP-1 medications spend $449 a month on fitness across categories, compared to $120 a month for non-users

GLP-1 users are more likely to pay for a gym membership (81 percent, against 43 percent of non-users) and spend more on personal training, supplements, and recovery. They also report walking more, doing more cardio, and eating more protein. At the same time, they say they’re eating out, snacking, and drinking alcohol less than before starting the medication. GLP-1 users also report spending more at the grocery store even as restaurant and snack spending declines, pointing to a shift toward higher-quality food rather than simply eating less.

Clothing is a related spending driver: 63.4 percent of GLP-1 users report buying new clothes due to weight changes, and more than two-thirds have dropped at least two sizes.

25 percent of consumers surveyed report having taken a GLP-1 medication at some point, and 15 percent are currently taking one. Weight loss is the primary reason cited (61.8 percent), followed by diabetes and prediabetes management.

Beyond GLP-1 use, the report finds that health motivations are outpacing appearance-driven ones across the board. 70 percent of consumers say their focus on health is higher than it was a year ago, and sleep (87 percent) and mental wellbeing (86 percent) now rank above physical fitness (68 percent) and healthy eating (66 percent) as top consumer priorities.

Millennials lead both trends, spending $345 a month on fitness — the highest of any generation — and reporting the highest GLP-1 usage rate, at 29 percent.

“Fitness is one of the most important categories to consumers right now, but it’s also an area where they tighten spending when things get tough. This report identifies shifting consumer habits and bright spots where spending is likely to remain fairly steady.” Allison Collins, cofounder, The Consumer Collective

Methodology: The Consumer Collective fielded this survey online in July 2026 among a national sample of 500 U.S. adults ages 18–64, examining fitness, wellbeing, and GLP-1 medication habits. 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.

About the report: How America Spends on Fitness is available now as a 20-page instant download at theconsumercollective.co. The report covers fitness motivation, spending by category, the GLP-1 effect on lifestyle and spending, and brand implications across the fitness, apparel, and wellness categories.

About The Consumer Collective

The Consumer Collective is a consumer insights and strategy advisory firm helping brands, founders, investors and technology companies navigate a rapidly changing consumer landscape. We connect the dots between how people live, think and spend and what those shifts mean for business. Our work brings together original consumer research, market intelligence, trend forecasting and deep sector expertise to identify emerging opportunities and separate lasting shifts from passing signals. From beauty and wellness to fashion, food, retail and technology, we help clients understand what is changing, decide where to focus and turn consumer insight into clear, actionable business strategy. Founded by Allison Collins and Jessica Ramírez, The Consumer Collective also publishes Inside The Collective, a paid weekly newsletter.

Media Contact

The Consumer Collective, info@theconsumercollective.co

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SOURCE The Consumer Collective