Most young people are active—just not the way fitness brands assume. The majority work out one to six times a week, but they’re doing it solo, outdoors, and mainly without a gym membership. Appearance is a bigger motivator than ever: most young males say they work out to look more masculine, and more than half of young females say they work out to look more feminine, even as most young people say wellness culture focuses too much on looks over health. Wellness has expanded into a full daily protocol—most take vitamins regularly, most have a dedicated morning and/or night routine, and nearly half use wearables or energy drinks regularly—but many think popular wellness products are just marketing hype, and most would see a doctor more often if cost and access weren’t in the way.
In YPulse’s 2026 Health and Fitness Report, we dive into how young consumers are building their fitness and wellness routines, how looksmaxxing and mogging culture are shaping their motivations, which wellness trends are earning real interest versus eye-rolls, and how Gen Z and Millennials think about healthcare access and the brands they trust for health information.
Report length: 22 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded April 2026. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in April 2026.
