Can Affordability Solve the Global Physical Inactivity Crisis?
Krissy Vann | Host, All Things Fitness and Wellness
Imagine a world where cost is no longer a barrier to health, where fitness facilities are accessible to everyone, and physical activity becomes a norm rather than an exception. New research by the Health & Fitness Association reveals that this vision may not be as far-fetched as it seems. By addressing affordability, the study suggests, policymakers and industry leaders could unlock enormous health, social, and economic benefits—turning fitness facilities into essential hubs for combating the global inactivity crisis.
Physical inactivity is a well-documented driver of chronic diseases and premature deaths worldwide. Fitness facilities offer a powerful solution, providing access to structured, evidence-based exercise programs that reduce disease risk, improve mental health, and strengthen communities.
Despite these benefits, access to fitness facilities remains uneven, with affordability emerging as one of the most significant barriers. The report "Reversing the Physical Inactivity Crisis – Fitness Affordability as Strategic Policy” highlights this issue, revealing that fitness facility customers are 56% more likely than non-customers to meet World Health Organization guidelines for physical activity. Customers also report higher life satisfaction and greater trust in their communities, underscoring the broader social value of structured exercise.
However, the study also found that 61% of non-customers across the 10 surveyed markets identified cost as the primary reason for not joining a fitness facility. This limits access to the infrastructure and professional expertise that fitness centers provide, further perpetuating the cycle of physical inactivity.
The report includes a price elasticity analysis, which shows that even modest reductions in membership costs, supported by public policy interventions, could motivate up to 14% of current non-customers to engage in structured exercise.
A hypothetical 10% reduction in costs modeled in the study demonstrated significant potential impacts:
Health Savings: A return on investment of 1.5x to 4x through reduced prevalence of chronic diseases, better public health outcomes, and productivity gains.
Economic Impact: Increased consumer spending in the fitness sector and related industries, along with the creation of new jobs.
Social Benefits: Improved life satisfaction and enhanced 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 call for policymakers and stakeholders to view the health and fitness industry as a critical partner in addressing some of the world’s most pressing public health challenges. By integrating affordability into physical activity promotion strategies, governments and organizations can foster healthier, more active societies and realize substantial long-term benefits.
Elevate Your Expertise: Tune in to Our YouTube Channel for Exclusive Podcasts with fitness and wellness Industry Titans and Game-Changers
