Brits have already wasted £250m on unused January gym membership resolutions

• Almost half (43%) of British gym goers are paying an ‘aspiration tax’ for a fitness subscription they haven’t used in at least two weeks.
• This is costing them up to £600 a year to avoid the guilt of abandoning a new year’s resolution.

New data released today by Atom bank reveals the annual “New Year, New Me” rush may already be collectively costing those who have given up on their resolution millions. In the final week of January, a staggering 43% of gym goers admit they are currently paying for a fitness subscription - including gyms and apps - that they have not used once in the last 14 days*.

The study of 1,000 UK gym members highlights the ‘quitter’s dilemma’ for those who have signed up to a gym as a new year’s resolution. With Atom’s new data showing the average membership costs between £30 and £50 per month**, this ‘aspiration tax’ could cost up to £600 a year to avoid the guilt of being seen as a ‘quitter’. Given that 11.5 million people2 in the UK currently have a gym membership, the 43% who have already stopped using them collectively lost nearly £250m from household budgets in the first two weeks of January alone.

Additional fitness costs rising

The research shows that a gym membership is in many cases only the tip of the iceberg. Atom bank’s data uncovers a significant cost associated with fitness that is pushing it into the realm of luxury.

• 73% of fitness enthusiasts say eating healthily costs significantly more than a standard diet.
• 62% are spending extra on supplements (with some reporting costs up to £2,000 per year).
• 79% feel the need to invest in specialised fitness clothing and footwear as part of their fitness routine

This aesthetic pressure is arguably being fueled by social media and the rise of fitness influencers, with almost half (49%) of respondents admitting they have purchased fitness products solely because an influencer recommended them.

Chris Storey, Chief Commercial Officer at Atom bank

“We see it every year, the January adrenaline fades, but the direct debits remain. Our data shows that for almost half of gym members, their fitness subscription risks becoming an ongoing ‘aspiration tax’, a fee they pay for the intention of getting along to the gym, rather than the reality of going. While no one wants to feel like a quitter, if there is a gym membership or app subscription you haven’t used in months, then it’s probably time to bite the bullet and cancel it. That £50 a month could be spent elsewhere or tucked away in a savings account building interest.

“At Atom, we want to help people change their relationship with money. We’re encouraging everyone this payday to audit their subscriptions and consider if there are more cost-effective, community-based ways to reach their fitness goals.”

Atom bank’s three top tips for a ‘Financial Fitness’ reset

1. **Stop the aspiration tax: If you haven’t used a subscription or membership in the last two weeks, cancel it. You can always rejoin if you change your mind, but don’t pay for the hope of going.
2. Audit the ‘add-ons’: Check your spending on protein, pre-workouts, and fitness gear. Are these helping your health routine, or just fueling the aesthetic pressure of your social feed?
3. Go public: Explore local ParkRuns or free outdoor gyms. Our data shows most Brits prefer these over private clubs when they are high-quality, providing a guilt-free alternative that you can use when you want.

- ENDS -

Note to editors:

*The research was conducted by Atom bank in January 2026, surveying a nationally representative sample of 1,000 UK adults with a gym membership. **2025 State of the UK Fitness Report

Outline of Calculation Methodology. Aspiration Tax: “up to £600 a year” Purpose: To illustrate the maximum annual cost for a single unused gym membership, based on the stated average range. Method: The upper end of the average monthly membership cost is extrapolated over one year. Formula: Maximum Average Monthly Cost × 12 Months Values Used: £50/month × 12 Result: £600 a year

Collective Loss: “nearly £250m from household budgets in January alone” Purpose: To estimate the total money wasted by the proportion of gym members who have stopped using their subscription by the final week of January. Calculation Steps: Step 1: Calculate the estimated number of ‘Quitter’ individuals. Formula: Total UK Gym Members × ‘Quitter’ Percentage Values Used: 11,500,000 × 43% Sub-Total: 4,945,000 people Method: The number of ‘quitters’ is multiplied by the average monthly cost of £48.45 to determine the total monthly revenue lost to unused memberships. Logic: Estimated ‘Quitter’ Individuals × Average Monthly Cost Values Used: 4,945,000 x £48.45 Total Calculation: £239,585,250

For Atom

Jen Shepherd, jen.shepherd@atombank.co.uk

About Atom bank

Atom bank is the UK’s highest rated bank on Trustpilot, and is on a mission to make the experience of borrowing and saving faster, simpler and better value than anyone else. The bank launched operations in April 2016 as the UK’s first app-based bank, and offers award-winning mortgages and savings through its app, alongside secured business lending for small and medium-sized enterprises.

Based in the North East of England with a team of nearly 600 people, Atom is here to ​​change banking for the good, for the better, and for everyone. This means focusing on customers’ needs, delivering better value than the incumbents, providing an exceptional app-based experience and offering award-winning customer support via phone, chat, email and social channels. The bank has some of the best customer service credentials in the UK, having achieved 5-star ratings on both the iOS and Android App Stores, whilst consistently delivering Net Promoter Scores (NPS) in the high 80s.

Based in Newcastle, Atom is an engaged and active member of the North East Community. In 2022 Atom signed a five-year Memorandum of Understanding with Durham University to progress key research and diversity initiatives. The region has one of the highest levels of youth unemployment in the UK and Atom is passionate about addressing the critical digital skills gap and helping develop young people and other groups that are under-represented within the industry. In 2024, Atom purchased 25 acres of newly planted broadleaf woodland in Northumberland to sequester 7000 tonnes of carbon, which will account for all its operational emissions since founding. This forms part of the bank’s pledge to be climate positive by 2035, becoming the first UK bank to make this commitment.

As of November 2021, all employees enjoy a four-day working week, after Atom became the largest company - and only bank - in Britain to introduce the policy for all employees, with no reduction in salary.

The Atom executive team are highly experienced, having built and run some of the most well-respected banks in the UK. CEO Mark Mullen has 30 years’ experience in the sector and was previously CEO at the multi- award-winning telephone and internet bank first direct. The team is supported by a strong non-exec board, chaired by Lee Rochford.