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We spent the last year tracking 4,000 health and fitness consumers across the US on a variety of topics, including spending, attitudes, and behaviors. We found some interesting differences between how men and women approach spending in the fitness industry.

Women spend less on fitness related expenses overall, but how they prioritize spending is worth a deeper look.

Average annual spend for fitness-related items (among those who purchase)

Men

Women

“If you look good then you’ll feel good then you’ll play good. If you feel like you look good, you’ll be more confident and succeed.”

finding

Value

Women prefer to find less expensive ways to achieve their fitness goals.