The Fitness Industry Has Washington’s Attention—Now It Must Earn Its Trust

A s the fitness industry seeks a larger role in public health and the healthcare ecosystem, understanding how our sector is perceived by policymakers and the public is increasingly important.

New HFA research provides insights on where the US industry stands. The findings, presented at HFA’s Fly-In and Advocacy Summit in Washington, DC, on June 9, show that while US policymakers and consumers broadly recognize the value of fitness and physical activity, important concerns exist around trust, transparency, and the member experience.

Conducted by The Harris Poll on HFA’s behalf, the policymaker study surveyed federal policymakers—equally divided between Capitol Hill and executive branch staffers—in February 2026. To understand how Washington’s views compare with those of the broader population, we examined the results alongside HFA’s nationally representative December 2025 survey of adult Americans.

A Strong Foundation

Fitness and exercise rank first in overall reputation among the 14 industries tested in the policymaker study. It places ahead of major economic sectors such as technology, hospitality, and automotive, and well ahead of other industries within the broader health economy, including hospitals and health systems, pharmaceuticals, and health insurance.

That positive assessment crosses party lines, as the industry receives nearly identical reputation scores from Democratic and Republican policymakers, reflecting a meaningful advantage in an increasingly divided political environment.

Overall, 88% of policymakers express a favorable personal opinion of the fitness industry, compared with 76% of the American public. That is not what we always see in Washington. Policymakers are often more skeptical than the public because they are closer to regulation, constituent complaints, media scrutiny, and advocacy debates.

In the case of fitness, the difference suggests that policymakers recognize the industry’s strategic relevance—not simply as a consumer service but also as part of the broader infrastructure that helps people remain healthier, stronger, and more connected.

Alignment Around Prevention

The studies also show considerable agreement that physical activity should play a larger role in healthcare.

Nearly all policymakers agree that doctors ought to discuss physical activity with patients as part of routine care and that regular physical activity is one of the most effective forms of preventive healthcare. Large majorities also support referrals to certified exercise professionals and insurance coverage for fitness and exercise programs.

Public opinion points in the same direction as more than eight in 10 adults recognize that exercise is among the most effective forms of preventive healthcare. Americans also want their doctor to discuss physical activity during routine care and their insurance plans to help cover fitness programs.

For HFA’s advocacy work, this means that we do not need to convince policymakers or consumers that movement matters. That argument has largely been won. The challenge is demonstrating that our industry is a credible, responsible, and accessible partner capable of helping deliver those benefits.

The Trust Gap

This is where the findings become more complicated. While policymakers generally believe the industry contributes to public health, their assessment is less positive when asked about trust, responsible marketing, and transparency in pricing and membership terms. Only 55% believe the industry is committed to fair and transparent membership policies.

The public survey reveals a similar tension. Most Americans describe the industry as innovative and say it provides reliable and trustworthy health and fitness information. Yet 63% also say the industry makes it difficult to cancel or change memberships, while 65% believe it needs to be better regulated.

These views are not necessarily contradictory. People can recognize the value of an industry while still believing that some of its practices need improvement. That distinction matters because a consumer experience does not remain confined to an individual facility.

Forty-three percent of Americans report having had a negative facility experience that significantly influenced their perception of the industry. Among those respondents, the most common issues involve customer service and administration, including cancellation difficulties, billing problems, and unexpected charges.

Policymakers hear about these experiences or encounter them personally: 30% report having had negative experiences themselves, and 57% had become aware of one through constituents, stakeholders, media coverage, or other sources.

An unclear price, unexpected charge, difficult cancellation process, poorly maintained facility, or unwelcoming interaction may begin as an isolated service issue. When similar experiences accumulate and are repeated across millions of consumers, they become public narratives and reputational risks that can shape media coverage, regulatory scrutiny, and legislation.

Overall, 88% of policymakers express a favorable personal opinion of the fitness industry, compared with 76% of the American public.

The Takeaway: A Positive Trend but Work Still Needs to Be Done

The research does not describe an industry facing a reputational crisis. Fitness enjoys a degree of goodwill and policy relevance that many other sectors would welcome.

But that position is not guaranteed in the long term.

Clear pricing, straightforward membership terms, responsible marketing, qualified staff, safe and well-maintained facilities, and an inclusive environment are not only good business practices; they help determine whether policymakers view the industry as a credible health partner or primarily through the lens of consumer protection.

HFA will continue tracking attitudes among policymakers and the public to identify emerging strengths, changes in sentiment, and potential reputational risks. Research of this kind helps ensure that our advocacy reflects the environment in which policymakers are making decisions and not simply how we hope the industry is perceived.

Operators and suppliers also have an important role to play. Raising operational standards protects individual businesses and strengthens the industry as a whole. Participating in HFA research gives us the evidence needed to represent the sector accurately. Engaging in advocacy helps policymakers understand the industry’s impact directly from the people delivering it every day.

Washington is paying attention. Policymakers recognize the value of physical activity, and the public supports a larger role for exercise in population health and healthcare

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Health & Fitness Business (HFB) is the leading health and fitness industry publication. Published monthly by the Health & Fitness Association (HFA) and distributed free to the industry, HFB offers analysis of the opportunities, challenges, issues, and news that impact the industry.

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