The fitness effect

A new PwC study has shown that a quarter of GLP-1 users increase their fitness spend. The report is further proof of the important role the physical activity sector can play in ensuring that the benefits experienced by those on the medications

Anew report has revealed that more than a quarter (27%) of people on GLP-1 medications increase their spending on physical activity and fitness, as they look to make the benefit of “fat jabs” permanent. Of those who increased spend on fitness during GLP-1 use, nearly half (41%) joined a gym or started fitness classes, 20% upgraded to a more premium club and 16% started using a personal trainer.

CRUNCHING THE DATA

The figures come from a fi tness “snapshot” report, collected from PwC’s first-ever UK consumer survey on GLP-1s, called Appetite for Disruption: What GLP-1 means for consumer markets . The study surveyed more than 2,300 UK adults using GLP-1s and how the drugs were changing their consumer behaviours. According to the report, GLP-1 drugs are creating a higher spend opportunity for fitness.

“For fi tness, GLP-1s are reshaping demand from weight loss and calorie burn towards building confidence, strength and fitness,” the report states. “Users are not just exercising more; they are building fitness into a broader wellness track that supports weight loss, protects muscle, improves energy and helps sustain progress after treatment.

“For fi tness providers, the winners will move beyond offering gym access to tailoring propositions for GLP-1 users’ fi tness levels, life stage and support needs – encouraging fitness routines to stick and users to maintain healthier lifestyles.”

BUILDING CONFIDENCE

The report also outlines how GLP-1s are increasing the confidence and motivation that bring consumers into fitness. Among those increasing exercise activity, 57% said they were more confident about their body, 47% felt they had more energy to exercise and 39% said they were advised to exercise alongside GLP-1 treatment. During GLP-1 use, 27% of users increased fitness spend, versus 5% decreasing, giving a +22ppt net spend intent across current and past users.

“For fitness providers, the opportunity is to help people who are on a weight-loss journey to build strength, confidence and routines,” the report states. “As growth is moving towards structured and guided formats, fitness providers should prioritise onboarding, classes, premium support and coaching environments where customers are more willing and able to change behaviour.”

Fitness spend increases during GLP-1 use; and Fitness demand appears sticky beyond treatment

Changes in Fitness spend intentions, compared to before GLP-1 usage % of respondents

+22%

Net intent²

+8%

27%

18%

68%

71%

During GLP-1 use¹ 5%

10%

After stopping GLP-1

increase

no change

decrease

According to the report, the move into fitness takes different routes depending on starting point and goals. Men are more likely to convert through gym access and structured settings, with 48% having joined a gym or started fitness classes versus 33% of women while on GLP-1s. Women are more likely to focus on discovery and variety, with 49% starting new types of exercise or classes versus 30% of men.

“Baseline BMI adds another layer: users with BMI above 25 are significantly more likely to join a gym or start classes than those below 25, at 44% versus 33%, suggesting that overweight users will seek structured environments,” the report states. The implication is that fitness formats could be a key conversion lever where initial experience, levels of guidance and progression models drive routines.

Fitness providers can elevate their role for GLP-1 users – converting short term motivation into lasting wellness routines

Commenting on the findings, Eleanor Scott, Consumer Markets Partner at Strategy& – the consulting arm of the PwC network – said: “GLP-1s are reshaping fitness participation. Users are gaining confidence and energy, but risk losing muscle and certainty about how to exercise effectively.

“Fitness providers can elevate their role for GLP-1 users – converting short-term motivation into lasting wellness routines.”

Access the full report here: [https://www.pwc.co.uk/industries/retail-consumer/appetite-for-disruption-glp-1-fitness.pdf](https://www.pwc.co.uk/industries/retail-consumer/appetite-for-disruption-glp-1-fitness.pdf)