The GLP-1 narrative in fitness has largely focused on whether weight-loss drugs reduce motivation to exercise. However, data from a 2026 William Blair survey of 300 GLP-1 users suggest the opposite: many users become more active after beginning treatment.
The expanding GLP-1 user base matters for fitness clubs because weight-loss users appear more motivated to exercise than the average population. According to the survey, 72% of GLP-1 users reported exercising more often after beginning treatment—up from 60% in 2024. Respondents cited higher energy levels, improved mobility, and stronger motivation as key reasons. As a result, gym membership rates among GLP-1 users also increased, rising to 34.5% after starting treatment.
The strongest gains were among younger consumers. Fitness club membership more than doubled among respondents aged 18 to 24, while users aged 25 to 44 also reported significant increases. Membership gains were also strongest among households earning less than $100,000, suggesting the incremental GLP-1-driven gym member is likely younger and middle-income.
Several factors point to staying power. GLP-1 prescription growth has accelerated since late 2022, supported by greater awareness, broader insurance coverage, and new oral formulations. Nearly 90% of respondents reported at least partial coverage, while average out-of-pocket costs held steady, suggesting wider access and sustained adoption.
There are, however, important limitations to consider. GLP-1 therapy retention remains low: only 46% of users stay on treatment for six months, and just 32% remain at the twelve-month mark. This means the population "on GLP-1s" at any given time faces significant churn, largely due to tolerability issues and cost. Whether exercise behaviors persist after treatment discontinuation remains an open question. Additionally, GLP-1 usage skews older, with adults under 35 making up only 19% of survey respondents despite showing the largest increase in gym memberships. If adoption does not expand meaningfully into younger age groups, the overall impact on fitness clubs may be limited.
For fitness operators, these trends could create meaningful opportunities. Facilities that cater to younger consumers, offer affordable memberships, and appeal to first-time gym users may be best positioned to benefit as GLP-1 adoption continues to expand.
While questions remain about long-term retention and adoption patterns, survey data suggest GLP-1 use may be increasing rather than reducing demand for fitness participation. As the weight-management market continues to grow, fitness clubs could become an important beneficiary.
For more information on related investment opportunities and insights, read Fitness Clubs and GLP-1s: Proprietary Survey Suggests Continued Tailwinds, published on May 18, 2026, by Sharon Zackfia, CFA, partner, and equity research group head of the consumer sector.