The fitness landscape is constantly evolving. In 2025, we’re seeing exciting new trends emerge that are redefining how people approach health and wellness.
16 Health & Fitness Marketing Trends & Statistics for 2025
1. According to the Global Wellness Institute, the global wellness economy is projected to reach $7 trillion by 2025 with an average annual growth rate of around 9.9%, highlighting the significant growth potential within the health and wellness industry.
2. The use of digital fitness tools has skyrocketed, experiencing a growth of more than 30% since 2021. Additionally, the revenue of fitness apps is anticipated to grow at a compound annual growth rate (CAGR) of 7.96% from 2024 to 2029, leading to an estimated market size of $10.06 billion by 2029. (Statista)
3. A high percentage (74.7%) plan to prioritize their health in 2025, compared to 62.4% of respondents who focused more on their health in 2024. A nearly 20% increase! (PR Newswire)
4. A January 2024 survey in the U.S. revealed that just over 20% of respondents had their own home gym. Meanwhile, 17% of respondents stated that they used free guided videos or apps to take part in workouts. (Statista)
5. Fitness has shifted from a casual interest to a priority for many consumers: around 50% of US gym-goers said that fitness is a core part of their identity. (McKinsey & Company)
6. 59% of smartphone users have at least one fitness app, and 42% have five or more. The global fitness app market is expected to reach $14.7 billion by 2026. In fact, health and wellness mobile apps are one of the most profitable categories of mobile apps. (SHC)
7. Cardio and workout apps currently lead the fitness app market, though health-tracking apps are becoming more prevalent. Apps focused on workouts and weight loss make up 73% of all sessions in health and fitness applications. (Dr. Muscle)
8. As consumers look to avoid “healthwashing” (that is, deceptive marketing that positions a product as healthier than it really is), healthcare provider recommendations are important once again. Doctor recommendations are the third-highest-ranked source of influence on consumer health and wellness purchase decisions in the United States. (McKinsey & Company)
9. Gen Z and Millennials together represent 80% of the gymgoer population. (SHC)
10. Gen Z doesn’t joke when it comes to fitness. For them, fitness is a ‘very high priority’, so much so that they are known as ‘Generation Active’. (SHC)
11. Fitness for older adults is on the rise. Only 15.7% of older adults are exercising enough. However, they have significantly more spending power, controlling 70% of disposable income in the U.S. This makes them a crucial market to target within the fitness industry. (Livestrong)
12. 89% of studies have found a positive connection between exercise and mental health. Exercise and mental health truly go hand in hand. (SHC)
13. 37% of US consumers expressed a desire for additional sleep and mindfulness products and services, such as those that address cognitive functioning, stress, and anxiety management. (McKinsey & Company)
14. According to a survey conducted in 2024, the most popular sports activity in the U.S. was hiking, with 35 percent of respondents. Fitness, aerobics, and cardio combined ranked as the second most popular activity. (Statista)
15. More than 80% of consumers consider gut health important, and over 50% anticipate making it a higher priority in the next two to three years. One-third of consumers said they wish there were more products in the market to support their gut health. (McKinsey & Company)
16. 99.3% of respondents confirmed they feel happier after completing a workout, reinforcing the mental health benefits of getting your sweat on. (PR Newswire)
Target In-Market Health & Fitness Consumers
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