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Tracking Fitness Spending and Wellness Device Trends with Credit Card Transaction Data

Four years after a pandemic disrupted fitness, the market is still adjusting to the rise of home fitness trends. However, 2024 marked the closest consumers have been to the pre-pandemic mix of in-person and at-home fitness spending. This New Year’s Resolution season is different though. Not just because the mix of in-person fitness is changing—consumers are spending more than ever to track what they sleep, eat, and exert. Fitness wearable sales accelerated across several manufacturers in 2024 and into 2025, ushering in a new era of mass-tracked health stats.  Using Earnest’s Orion dataset, this report explores:

  • How are gyms and workout classes performing heading into 2025?
  • How did consumers respond to price increases at Planet Fitness?
  • What wellness wearables are gaining traction and who are their main customers?
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