GLP-1 Users Spend Nearly 4X More on Fitness, New Study Finds

New research shows GLP-1 users are shelling out roughly $449 a month on fitness amid broader lifestyle shifts, although the general consensus is conflicted on whether weight-loss drugs are a net benefit for the fitness and wellness industry

There’s new data to support the idea that as GLP-1 users embark on a treatment to improve their overall health, they’ll also invest more in fitness.

A new study from the Consumer Collective found that GLP-1 users are spending $449 a month on fitness across categories — nearly four times more than non-users, who average $120 per month of fitness spending.

The survey of 500 U.S. adults ages 18-64 showed that 81% of GLP-1 users were likely to pay for a gym membership, against just 43% of non-users. Those taking GLP -1s were also more likely to spend more on personal training, supplements and recovery.

That spending is also reflected in eating habits, with GLP-1 users shifting their food budget towards higher-quality groceries and high-protein diets as they eat out, snack and drink alcohol less than before starting treatment.

Those lifestyle shifts go beyond the wallet too — people taking GLP-1s reported walking more and engaging in more cardio, the study found. 

Millennials are leading not only higher spending on fitness, but also GLP-1 adoption, spending $345 a month on fitness — the highest of any generation — and reporting the highest GLP-1 usage rate, at 29%. A quarter of those surveyed reported taking a GLP-1 at one point, while 15% are currently on one.

Across the board, those spending shifts are driven by a renewed motivation to improve health, which tracks for both those on and off GLP-1s. Nearly three-quarters (70%) of consumers say their focus on health is higher than it was a year ago, with sleep (87%) and mental wellbeing (86%) at the top of that list above physical fitness (68%) and healthy eating (66%) as core priorities.

“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,” The Consumer Collective co-founder Allison Collins said. “This report identifies shifting consumer habits and bright spots where spending is likely to remain fairly steady.”

It’s been difficult to fully understand the impact of GLP-1s on the fitness industry yet, as conflicting data arises, with some studies indicating users are actually working out less, and others show the drugs are causing a boost in gym memberships.

As the full picture remains to be seen, operators are tapping into the potential GLP-1s provide for consumers interested in building a well-rounded fitness and wellness lifestyle, with several integrating their own programs and offerings that ease access to the medications.