The relationship between GLP-1 inhibitors and physical exercise is taking an unexpected turn. Far from reducing physical activity, data suggests that those who use these treatments for weight loss are becoming one of the most active and profitable segments of the fitness industry. A recent report by The Consumer Collective, titled How America Spends on Fitness , has quantified this trend: GLP-1 inhibitor users spend an average of $449 per month on fitness, almost four times more than the $120 spent by those who do not use these drugs.
The study, conducted via an online survey of 500 American adults aged 18 to 64, reveals that 81% of GLP-1 deficiency patients pay for or are willing to pay for a gym membership, compared to 43% of non-members. Furthermore, this group increases its spending on personal training, supplements , and rehabilitation services. The results, presented on August 28, paint a picture in which pharmacological treatment does not replace exercise, but rather appears to enhance it.
A consumer who invests more in their health
The rise in GLP-1 weight-loss medications is changing wellness-related spending habits. The main difference is seen in monthly expenditures: GLP-1 users report spending $449 per month on fitness , while non-users spend $120, representing an expenditure approximately 3,7 times higher. This difference is also reflected in gym memberships, where 81% of patients pay or are willing to pay a membership fee, compared to 43% of those who do not take these medications.
The report also notes increased spending among those using GLP-1 receptor agonists on personal training, supplements, and recovery. Participants using GLP-1 receptor agonists report walking more, engaging in more cardiovascular exercise, and increasing their protein intake, paying attention to their body's signals of needing more protein . At the same time, they report reducing eating out, snacking, and alcohol consumption since starting treatment. Despite this, their spending at supermarkets increases, a behavior the report attributes to a possible shift toward higher-quality foods rather than simply a reduction in food quantity.
Changes in the wardrobe and in the shopping basket
Weight fluctuations also have consequences in other consumption categories. 63,4% of surveyed users reported having to buy new clothes due to weight variations, and more than two-thirds stated they had gone down at least two sizes. Clothing thus becomes an additional spending driver , with a direct impact on the textile sector. In fact, other recent studies, such as those by Tinuiti and Wells Fargo, agree that GLP-1 users spend more on men's clothing than average, especially on casual wear and underwear.
Regarding food, patients have reduced their consumption of restaurants, snacks, and alcohol, while increasing their supermarket spending by seeking higher-quality food. This shift in priorities is also reflected in overall health: 70% of respondents say they currently pay more attention to their health than they did a year ago. Sleep, cited by 87%, and mental well-being, at 86%, rank higher than physical fitness (68%) and healthy eating (66%) among their top priorities.
Millennials, in the lead
Millennials stand out in this regard across generations. They are the generation that spends the most on fitness, with an average of $345 per month, and also the one with the highest percentage of GLP-1 use, at 29%. Across the entire sample, 25% of participants reported having used a GLP-1 medication at some point, and 15% stated they were currently using one. Weight loss was the primary reason given , at 61,8%, followed by the treatment of diabetes and prediabetes.
The specific analysis of GLP-1 was conducted on 123 people who had used these medications and 377 who had not. Due to the size of this subsample and the fact that it exclusively included the US population, the results should be interpreted as an indicator of consumer behavior and not as an estimate directly applicable to other markets. However, they do identify a group of consumers with a high predisposition to invest simultaneously in different services related to their health and fitness.
What type of exercise do experts recommend?
Beyond consumption data, fitness specialists agree that training methods while taking GLP-1 inhibitors must be adapted. Brooke Taylor, a personal trainer and creator of the Brooke Taylor Fit app, explains that with these treatments, weight loss doesn't come exclusively from body fat; muscle mass can also be lost. Therefore, strength training becomes key to preserving muscle and maintaining a healthy metabolism. Taylor recommends two to three quality strength training sessions per week, rather than accumulating hours of cardio.
Chris Ryan, founder of Chris Ryan Fitness, agrees that the fundamentals of training don't change, but they do become more important. “The most important thing I tell people is that being in a GLP-1 doesn't completely change the fundamentals of training. If anything, it makes them even more important,” he says. Ryan suggests structuring the week around strength training, with full-body exercises that include squats, lunges, pushes, pulls, and core work, and putting cardio on the back burner, prioritizing walking and Zone 2 sessions once or twice a week.
Recovery and mobility also deserve special attention. Sue Hitzmann, an exercise physiologist and creator of the MELT method, emphasizes that people taking GLP-1 may be eating less and recovering differently as their bodies rapidly change. Therefore, she recommends combining strength training with mobility and fascial exercises, as well as short daily cardio sessions instead of a single strenuous workout. Listening to your body and adjusting the intensity is crucial, especially if nausea, dizziness, or fatigue occur, in which case experts advise reducing the intensity or consulting a doctor.
The fitness industry is already reacting to this data. Although some studies suggest that GLP-1 users might reduce their interest in the gym, most recent research, including that by The Consumer Collective, indicates the opposite. Operators see this demographic as an opportunity to develop services that complement the weight loss process through exercise and healthy habits. Strength training, personal training, body composition monitoring, and nutrition and recovery services appear to be areas particularly relevant to the needs of these users.
In short, data from The Consumer Collective, along with other studies such as those by Tinuiti, PwC, Circana, and Wells Fargo, paints a picture in which GLP-1 users not only don't abandon exercise, but become especially active consumers willing to invest in their health. The key for the industry will be understanding the needs of this new customer profile and offering programs focused on strength, body composition, and professional support. For patients, the experts' recommendation is clear: prioritize strength training, maintain moderate cardiovascular activity, and pay attention to recovery to reach the end of the process not only leaner, but also stronger and healthier.