No Pain, No Gain? New Survey Says Americans Are Over Fitness Influencers
A new consumer survey reveals Americans are rejecting fitness influencers, tracking tech and “no pain, no gain” culture. The question now: where does that leave brands? Some fitness industry frontrunners are already responding
Nearly half (47%) of active U.S. adults now trust their own instincts over fitness experts, influencers or tracking tech when it comes to fitness decisions, according to a new report highlighting growing skepticism toward the $100 billion fitness industry.
The report, “The End of Expert Rule,” was conducted by creative agency Mythology and insights firm Vytal World and was based on a survey of 1,000 U.S. active adults.
The findings, while somewhat surprising, offer new insight into how consumers are engaging with fitness and wellness brands and show a shift toward intuition, peer influence and personal experimentation. For companies looking to capture consumers, the message is clear: influencer fatigue is real—a key takeaway underscored by the report.
“People are questioning the assumption that someone else knows their body better than they do,” Mythology managing director L Parker Barnum said. “But this isn’t about rejecting science or expertise entirely—it’s about pushing back against the commodification of health and the obsessive culture that we’ve seen over the years.”
Here are some notable findings from the report:
- Nearly 30% of respondents identified the “no pain, no gain” mindset as the most outdated fitness status symbol.
Look no further than Tony Horton, the creator of P90X, who once championed high-intensity workouts but now emphasizes recovery, sleep and mental well-being as pillars of long-term health. Also in the pipeline is a P90X-branded nutrition line that is expected in the first half of 2026.
- Only 7% of active adults place trust in AI systems or tracking technology.
- Nearly half (49%) say their friend groups act as “innovation hubs,” favoring personalized approaches over prescribed programs. Additionally, the survey found that Gen Z emphasizes authenticity and education, while Millennials focus on efficiency and time management.
CrossFit, synonymous with community-driven fitness, offers a clear example of the power of shared experiences, both in local boxes and on global stages like the CrossFit Games.
- Personal experimentation drives purchasing decisions for 45% of respondents, far outweighing scientific validation (26%) or cultural credibility (8.4%).
TRX and Nobull are tapping into both personal experimentation and experience-driven engagement with a summer fitness series in Brooklyn. The event invites attendees to test TRX training gear and Nobull performance wear firsthand—offering a low-stakes environment that aligns with how today’s consumers evaluate wellness products.
- A third of respondents expect the future of fitness to focus on longevity and health versus aesthetics, with 24% viewing expensive branded fitness apparel as a declining status symbol.
Orangetheory Fitness is actively embracing the longevity-focused shift in fitness culture, from new brand messaging to a few “secret pilots” set for this year, new Orangetheory president Lauren Cody recently told Athletech News.
“Our findings suggest we’re witnessing a maturation of fitness culture,” Vytal World co-founder and chief strategist Natalie Mbogo said. “Rather than the ‘hustle culture’ fitness of the 2010s with its celebration of exhaustion, people are now prioritizing long-term health, injury prevention and mental well-being.”
Ultimately, as consumers tune out prescriptive advice in favor of self-guided wellness, brands may want to rethink their role—not as authorities, but as collaborators.