Government Intervention Can Increase Access to Fitness, According to HFA Research

Sixty-one percent of non-customers identify cost as a major barrier to purchasing a membership, package, or classes in a fitness facility, according to a survey conducted in 10 countries.

Reducing financial barriers to fitness through public policy interventions or investments can help address the global physical inactivity crisis, according to new research from the Health & Fitness Association (HFA) and the Global Health & Fitness Alliance (GHFA), conducted in collaboration with Portas Consulting.

Despite the rise of high-value, low-priced (HVLP) facilities, affordability remains a leading barrier to fitness participation around the world. Based on a survey of over 11,000 individuals across 10 countries, the research reveals that, on average, 61% of non-customers identify cost as a major barrier to purchasing a membership, package, or classes in a fitness facility.

“Policies such as removing sales tax for fitness services or allowing pre-tax income to pay for fitness expenses could pave the way for strategic pricing reductions to make fitness more accessible,” says HFA Vice President of Research Anton Severin.

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The 10 countries included in the survey are: Australia, Canada, Germany, Ireland, Japan, New Zealand, Saudi Arabia, Singapore, Spain, and the United States.

Each country is featured in a separate report, Reversing the Physical Inactivity Crisis – Fitness Affordability as Strategic Policy. Each report quantifies the substantial health, social, and economic benefits that can result from making structured exercise more affordable worldwide.

Key findings in each report revolve around the concept of price elasticity—how consumer demand responds to price changes. A 10% reduction in fitness facility membership fees, enabled by public policy, could on average motivate up to 14% of non-customers across markets to join fitness facilities.

“This relatively modest reduction could create significant health, social, and economic benefits,” Severin says.

Quantifying the Benefits of Fitness Affordability

Physical inactivity is a leading contributor to preventable diseases and premature mortality globally. Health and fitness facilities play a critical role in enabling regular physical activity by offering professionally guided programs proven to reduce chronic disease risk, improve mental health, and build stronger communities.

The HFA research reveals that fitness facility customers are on average 56% more likely to meet World Health Organization (WHO) physical activity guidelines than non-customers. By enabling greater access to fitness, governments can help reduce chronic diseases, improve mental health, and foster stronger communities.

The research positions fitness affordability as a driver of social return on investment (SROI), a metric that captures health, economic, and social benefits. SROI modeling reveals that increased fitness participation can ripple through society, reducing healthcare costs, boosting workforce productivity, and enhancing life satisfaction and community trust. Research also links higher community cohesion to lower crime rates and improved mental health outcomes.

Modeling the effects of a hypothetical 10% price reduction reveals the potential for significant returns across multiple dimensions:

•    Health Savings: A return on investment of 1.5 times to 4 times through reductions in chronic disease prevalence, improved public health outcomes and productivity savings.
•    Economic Impact: Increased consumer spending in the fitness sector and related industries, alongside the creation of new jobs.
•    Social Benefits: Enhanced life satisfaction and community trust, fostering healthier and more connected communities.

“This growth would enhance the SROI by improving public health outcomes, reducing healthcare expenditures, and driving economic growth,” Severin explains.

“Additionally, increased accessibility fosters inclusivity and creates long-term societal benefits, including more people satisfied with their well-being and higher levels of community trust.”

Strategic Public Policy As a Driver

The 10 reports created based on the research findings will serve as an advocacy tool for industry associations and federations to demonstrate the societal benefits of public investment in fitness affordability.

“Policymakers should view fitness facilities as an integral part of public health infrastructure," Severin says. "Strategic investments in affordability can promote physical activity, reduce healthcare costs, and improve population health, leading to long-term budget savings and a healthier workforce.”

By prioritizing affordability through public policies, governments can help the fitness industry play a pivotal role in reversing global physical inactivity trends and creating healthier, more active societies.

Click here for access to the 10 country reports.

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HFA Staff @HealthFitAssoc

This article was a team effort by several HFA experts.