The Fitness Revolution Has a Soundtrack And It's Radio

RADIO ONLINE | Tuesday, January 6, 2026 | 10:41am CT

The Media Audit

As the fitness industry heads into 2026 with projected growth of 8%, new research suggests audio platforms -- particularly radio -- may offer advertisers a disproportionate share of health-club users.

According to data cited from The Media Audit and investment firm MCCG Invest, audio listeners are significantly more likely than the general population to be members of health clubs. While 11.6% of U.S. adults reported using a health club in the past year, usage rises notably among audio audiences.

Nearly 18% of podcast listeners reported health club membership, indexing 50% above the market average. Streaming audio listeners followed at nearly 14%, while 13% of over-the-air radio listeners reported gym usage -- both also indexing above the general population.

Radio's reach among fitness consumers remains especially strong. Jill Medina, Market Manager at The Media Audit, noted that 75% of health club members listen to radio on an average day, compared with 64% of the total population. Health club users also spend an average of two hours and 10 minutes per day with radio, often while commuting or during workouts.

The demographic overlap is also notable. Millennials and Gen Xers account for 65% of heavy radio listeners -- defined as those consuming three or more hours daily -- and 56% of health club members fall within those same age groups. Among heavy radio listeners who are also health club users, daily audio consumption approaches five hours, exceeding average television viewing for that segment.

Medina said the alignment between fitness participation and audio usage presents an opportunity for advertisers seeking engaged audiences. She pointed to factors such as longer listening sessions, higher income profiles, and a health-focused mindset among gym users as contributing to audio's effectiveness.

The findings suggest potential value for brands tied directly to fitness and wellness, including sports nutrition, apparel, and recovery products. However, the data also points to broader opportunities for marketers targeting health-conscious, higher-spending consumers across categories.

With health club participation continuing to rise and audio remaining a consistent part of daily routines, the research indicates that radio, podcasts, and streaming audio remain closely connected to the fitness lifestyle heading into 2026.