Lessons From the Field

How We Built the Case

Our advocacy rested on three pillars—advocacy, education, and research. I encourage you to consider adapting these in your own markets. Here’s a step-by-step guide to engaging with policymakers.

Lead with public health, not industry protection. We anchored the discussion in rising chronic disease, physical inactivity, and healthcare cost pressures. The core message was simple: Governments are trying to get people to move more, not less. Taxing physical activity works directly against that objective.

Use data to paint the picture. We submitted formal written testimony that laid out:

• The scale of the fitness sector as community health infrastructure;

• The number of people who rely on structured exercise to manage chronic disease, aging, and mental health; and

• The economic and healthcare consequences of discouraging participation through higher costs.

Be specific and avoid abstractions. Our argument was not abstract. We tied it to real population health outcomes and fiscal impacts.

Close with price elasticity and affordability research. We then reinforced the narrative with independent research showing that affordability is the single most important determinant of participation in structured physical activity. Our landmark research project from last year, Reversing the Physical Inactivity Crisis: Fitness Affordability as Strategic Policy, was a price elasticity analysis that used data from 10 countries. (Separate versions of the report are available for each of the 10 countries.) Data from every country demonstrated that modest price increases—such as those created by a sales or value-added tax (VAT)—predictably reduced participation, particularly among lower-income and higher-risk populations.

Drawing on this research allowed us to clearly distinguish between short-term, modest tax revenue gains and long-term healthcare costs created by reduced physical activity. Policymakers ultimately understood that taxing fitness is a net-negative policy choice.

Why This Is Relevant for Europe and Other Regions

As VAT proposals continue to surface, following this framework may be helpful:

● Treat physical activity as a preventive health investment, not a consumer luxury.

● Use data to demonstrate participation sensitivity to price.

● Position affordability as a lever for achieving national and EU-wide health goals.

Our written testimony in Virginia and the underlying price elasticity research are included here for your reference and adaptation. Please feel free to reuse, localize, or build from these materials in your own advocacy efforts.

HFA is always here for our global partners. We are happy to walk you through these steps as they apply to your situation. Contact us anytime.