Americans are investing more in their health and engaging more with fitness, nutrition and sports than ever before. To better understand how consumer behavior is evolving, Harrison Co. has completed and published a proprietary survey of active Americans.   

The survey examines the key behaviors and trends shaping the fitness and health industries — spanning fitness habits, wearables and fitness technology, nutrition and supplements, and sports participation and fan engagement. 

The findings are presented in “How America Moves: A Portrait of Fitness, Nutrition and Sports Culture in America,” the inaugural edition of an annual report from Harrison Co. 

Key findings in the report include:  

  • Increasing engagement in fitness, with 86 percent of active Americans exercising at least weekly and 62 percent reporting they have increased their activity over the past six months.  
  • Strength training reaches parity with cardio as the most common type of training (66 percent vs. 65 percent).  
  • The home gym has become a permanent fixture, with 76 percent of active Americans owning home exercise equipment and 68 percent planning to buy more within the next 12 months.  
  • The emergence of women as a rapidly growing and distinct fitness and wellness consumer segment, with preferences across categories from supplement goals to wearable choices and gym selection.  
  • A growing consumer preference for quality, efficacy and trusted brands over price, with ingredient quality the top supplement decision driver and price the least important among the 81 percent who use supplements at least occasionally.  
  • Wearables are now standard equipment, moving well beyond early adopters, with 75 percent of active Americans using a wearable while exercising, rising to 90 percent among households earning $150K or more.  

Request a copy of Harrison Co.’s “How America Moves” report here.    

About Harrison Co. 
Harrison Co. is a consumer investment banking firm built specifically to help family and founder-run businesses sell their companies or raise capital. Our team of experienced financial experts helps clients in the most demanding sectors make critical strategic business, mergers, acquisitions, and financing decisions to ensure optimal outcomes. Harrison Co. provides personal services from offices in Salt Lake City, Los Angeles, Fresno, Miami, and Houston. Learn more about Harrison Co. here.   

Image/Data courtesy Harrison Co.