The wellness divide: savings or gym membership?

We all know that looking after our health and fitness is important, but have you ever stopped to think about the financial cost of that focus? Our new research has uncovered a growing ‘wellness divide’ right here in the UK, revealing a stark financial trade-off being made by those who are trying to stay fit. In fact, well over half (58%) of gym goers now believe that maintaining a healthy lifestyle is a luxury increasingly only accessible to higher earners.

The savings sacrifice

The core of the issue, as our study highlights, is a direct conflict between health and wealth. Our data shows that over a third of gym goers are sacrificing contributions to their savings and investments just to maintain their current fitness routines. It’s a huge choice to make, especially when two thirds (67%) of those same people actually admit they worry more about their finances than their fitness.

The ‘wellness tax’

The cost of participation is increasing, creating what we call a real ‘wellness tax’. Nearly three quarters of gym goers (73%) told us they feel they spend more on specialised ‘healthy’ food and nutrition than they would on a standard diet.

Beyond the food bill, gym-goers feel pressured to spend on gear:

• The majority (79%) see new activewear and specialised footwear as essential costs.
• Nearly half (48%) feel they need to invest in expensive hardware like smartwatches and home weights.

This increased spending on memberships, diet, and tech is making fitness far more of a financial commitment than ever before.

The trade-off reality

When budgets are tight, the gym is often considered a non-essential item. Our data shows that a gym membership would be one of the first things cut (12.9%), alongside eating out, if household income dropped by 10%.

The good news? Many people are open to a cheaper alternative. Over half (57%) of the gym goers we spoke to would cancel their private fitness memberships if free local resources, such as public parks, community centres, and outdoor gyms, were better funded and equipped.

Top 5 tips to stay healthy for less

1. Community first: Swap high-end boutique classes for local community-led groups or ParkRuns.
2. Stock up on forever staples: Dried lentils, chickpeas, beans, oats, and brown rice are incredibly cheap and provide high-quality protein and fiber. A large bag of dried lentils often costs less than a single coffee.
3. The frozen advantage: Frozen fruits and vegetables are often cheaper and more nutritious than fresh ones because they are flash-frozen at peak ripeness.
4. Utilise free resources: YouTube search for “no-equipment HIIT” or “Yoga for beginners” and start doing some classes at home before or after work.
5. Household weights: Use water bottles or backpacks filled with books for resistance training if you aren’t ready to buy a set of dumbbells.

Looking for a place to put your savings? Check out our savings accounts here.

The research was conducted by Atom bank in January 2026, surveying a nationally representative sample of 1,000 UK adults with a gym membership.