Fitt Insider Fitt Insider Daily Brief: January 7, 2026
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Jan 7, 2026 Americans are set to invest a whopping $60 billion in health and wellness this year, viewing fitness as essential healthcare. Sweetgreen has teamed up with Dr. Mark Hyman to create a nationwide menu that emphasizes biology-driven meals for better energy and metabolic health. Meanwhile, non-alcoholic beverages are making a splash, becoming the go-to choice as Thrive Market exits alcohol entirely, reflecting a cultural shift in social drinking norms.
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Consistency Trumps Novelty In Fitness
- Gym and studio access remains essential, with 86% saying they're key to outcomes.
- Operators built for consistency and long-term engagement will outlast novelty-driven businesses.
Fitness As A Protected Household Spend
- Americans plan to spend $60 billion on health and wellness in 2026, making fitness a protected household expense.
- Nearly 90% view fitness as preventative healthcare, shifting priorities to strength, mobility, and mental health.
Design Menus Around Biological Outcomes
- Position food offerings around measurable biological outcomes like inflammation and metabolic health.
- Translate diagnostic insights into tasty, everyday meals to drive adoption.