"Insider Speaks"
Clearing Up Misconceptions About HFA Research on Public Policy
- For this article, Log In to:
-
Download PDF
Anton Severin
Publisher's Note: In response to Steve Vucovich's "Insider Speaks" column last month, I received various feedback from both sides of the issue discussed. Very importantly, though, I welcomed feedback from the source: The Health & Fitness Association. At Club Insider, we will always stand by and support the Association in whatever ways we can, but we will also stand by and support those supporting the Association whenever a disconnect may occur. Only with all of us working together can we bring the industry to where it needs to be, now and in the future. To that end, thank you to Anton Severin for the following column in response to Steve's, convening this conversation.
• • •
The Health & Fitness Association (HFA) has received feedback from a few fitness facility operators who have questioned the relevance of our recent research report, Reversing the Physical Inactivity Crisis - Fitness Affordability as Strategic Policy. Produced in collaboration with Portas Consulting, this report is part of a growing portfolio of HFA research that explores the issues, opportunities and partnerships shaping the global health and fitness sector.
As Vice President of Research, my role is to ensure that our work not only tracks market trends but also provides strategic insights aligned with HFA's broader mission: to grow, promote and defend the health and fitness industry. I encourage all stakeholders to review Reversing the Physical Inactivity Crisis - Fitness Affordability as Strategic Policy in full. It presents a compelling, evidence-based case for public investment to expand access to fitness services, including through increased engagement with fitness facilities. The research spans ten countries, including the United States, and the methodology is transparently documented in each country's appendix.
Crucially, this report is designed for policymakers and industry advocates. Public officials need credible data, not anecdotes, to support legislative initiatives like the PHIT Act. This research delivers just that: fact-based talking points to help make the case for smarter investments in physical activity.
Why does that matter? Any policy proposal involving a cost to public treasuries, whether that involves income tax deductions or credits for fitness expenses, cuts to sales taxes or other financial incentives, must be justified by measurable outcomes. This report illustrates how well-designed policies to increase fitness affordability can yield meaningful returns for both public health and the economy.
Let me be clear: this research does not recommend that club operators lower prices independently. In fact, doing so without public support could strain operators and risk limiting access rather than expanding it. Nor does the study suggest that modest discounts alone will transform every individual into a long-term member. What it does show is that when governments subsidize access to fitness, non-participants are more likely to engage, and greater participation leads to better health outcomes. The report makes clear that affordability is just one part of the solution, noting that increasing physical activity also requires addressing other critical barriers, such as motivation, capability and access to convenient facilities.
If the fitness industry wants to be part of broader public health and economic policy conversations, on par with sectors like healthcare, food or insurance, we must present evidence that demonstrates our societal value. That is exactly what this report aims to do.
At the same time, advocacy is just one part of our research mission. Providing operators with actionable market insights remains a core focus of our work. Our recently released 2025 U.S. Health & Fitness Consumer Report offers a detailed snapshot of participation trends across key demographics in 2024, and upcoming benchmarking studies will provide fresh data on operational and financial performance, as well as compensation and benefits. These resources are designed to help operators make informed decisions, stay competitive and grow sustainably.
HFA Advocacy Is Your Insurance Policy
Without credible, data-driven arguments, our industry risks being overlooked in important policy debates, as we saw during the pandemic. HFA's mandate is to ensure the industry has a seat at the table before, not after, decisions are made. That starts with showing why fitness is an essential service, not just a discretionary one.
Research plays a vital role in this effort. But, it only works when industry leaders and operators help amplify the message. We must continue telling the story that fitness is a public health solution, not just a personal lifestyle choice.
HFA will continue investing in research that strengthens our advocacy voice. This work is only possible through the support of our members. By funding research, the industry is investing in its own future, ensuring that fitness is recognized as a critical part of the public health infrastructure, with measurable benefits for society at large.
