Fitness has become a core part of many Americans’ lifestyles, extending beyond exercise into broader wellness habits and purchasing decisions. Provoke Insights’ 2026 research shows high category engagement, but fitness brand loyalty remains relatively low. Today’s shoppers are informed, intentional, and willing to switch brands when products fail to meet expectations.

Fitness Is More Than Exercise

Nearly two-thirds of Americans (64%) exercised in the past month. Participation is even higher among parents (71%), Gen Z (71%), higher-income households (70%), and Hispanic consumers (70%).

Fitness engagement extends beyond workouts. Fitness gear purchasers are significantly more likely than non-purchasers to buy vitamins and supplements (82% vs. 57%) and skincare products (69% vs. 47%), reflecting a broader commitment to health and wellness. They are also more optimistic about the future (85% vs. 71%), suggesting a strong relationship between fitness and overall well-being.

Fitness Brand Loyalty Depends on Performance

Despite strong engagement, fitness gear ranks at -13 on Provoke Insights’ Brand Loyalty Index, indicating that consumers are highly willing to switch brands when expectations are not met.

Among fitness gear purchasers, 53% identify quality as the biggest driver of loyalty. Trust (25%) and positive experiences (25%) follow closely. Meanwhile, 44% identify declining quality as the primary reason they would stop purchasing from a brand, compared with 29% who point to price increases.

These findings suggest that consumers reward brands that consistently deliver on performance. Consumers are willing to invest in brands they trust, but they are also willing to switch when products fail to meet expectations.

Today’s Fitness Shoppers Are Informed Consumers

Fitness shoppers are highly engaged throughout the purchase journey. Compared to non-purchasers, they are more likely to identify as trendsetters, actively browse for products, and remain loyal to brands they believe in, even at a higher price point.

When faced with too many choices, fitness shoppers rely on recognized brands (43%) and customer reviews (38%). They also seek out independent reviews (19% vs. 10%) and AI assistants (19% vs. 10%) before buying. This reflects a deliberate purchase journey where credibility and transparency play an important role.

What This Means for Fitness Brands

Consumers remain committed to their health and wellness goals, but brand loyalty is far from guaranteed. To build lasting loyalty, fitness brands must focus on delivering quality products, earning trust, and demonstrating performance.

In a category where shoppers actively research their options and readily switch brands, consistency and credibility remain essential.

Earning fitness customer retention requires more than brand awareness. Shoppers actively research products and expect brands to deliver on performance. Every interaction shapes whether consumers return for future purchases. Brands that deliver quality and transparency will earn long-term loyalty.

Methodology

Provoke Insights surveyed 1,500 Americans in March 2026 to evaluate fitness brand loyalty. A stratified random sample methodology was used to ensure representation across key demographic groups, including age, gender, household income, geography, ethnicity, and presence of children in the household. Statistical testing was conducted at a 95% confidence level, with a margin of error of ±2.5%.