Gym-goers more likely to buy after workouts, study finds

Zoom Media has published research showing that 90% of UK gym-goers are more or equally likely to buy products after a workout. The study surveyed 2,000 adults in the UK.

The research examined how exercise shapes emotions, spending behaviour and responses to advertising. It found that 86% of gym-goers feel more positive and motivated after working out, while 85% feel they have earned a treat.

That mood appears to carry into purchasing decisions. Post-workout drinks and protein products lead immediate spending, but respondents also reported interest in supplements, sportswear and gym accessories after leaving the venue.

Buying behaviour extends beyond fitness-related categories. A quarter of respondents said they visit a café or coffee shop directly after exercise, while 22% go to a supermarket and 17% go out for a meal.

The findings also suggest gym visits shape demand more broadly on the day of exercise. Three quarters of gym-goers said they are most inclined to buy products that support their health and fitness goals on the day they work out, a higher rate than among people who exercise outside a gym or do not exercise at all.

Ad response

Zoom Media also reported high levels of engagement with advertising inside gyms. Nearly nine in ten respondents said they notice at least one form of advertising during a visit.

The study found that 59% are influenced by ads in the gym. A further 63% of gym-goers said they are more likely to act on advertising seen there than in other places, while 61% said they are influenced by special offers near the fitness venue.

Perceptions of relevance were also strong, with 63% agreeing that gym-based advertising feels more relevant than advertising in other locations.

The survey points to a mixed media environment inside and around fitness venues. About 49% said they notice television screens in the gym, while 51% engage with in-venue music.

At the same time, 63% said they browse online during their post-workout cool-down. This suggests advertisers are reaching consumers across both physical and digital channels during and immediately after exercise.

Market context

The study was carried out by Differentology on behalf of Zoom Media and included 1,500 gym-goers, 250 people who exercise without attending a gym and 250 non-exercisers. It explored attitudes to exercise, emotional wellbeing, advertising, purchasing behaviour and media engagement before, during and after gym visits.

Zoom Media operates in more than 1,000 sites in the UK and 8,000 in North America, focusing on media placements in gyms and wellness centres.

For media buyers and consumer brands, the results add to the wider debate about context in advertising. The data suggests consumer receptiveness may depend not only on audience demographics and reach, but also on the emotional and behavioural setting in which messages appear.

Gym environments have become an increasingly structured part of that setting. Screens, audio, offers near venues and mobile browsing after exercise create several moments when brands can try to influence decisions close to the point of purchase.

David Wellard, Managing Director, Zoom Media, said: "The gym isn't just a place to grow brand awareness anymore - people leave a workout feeling positive, motivated, and genuinely ready to spend. With September being the second biggest month of the year for gym sign-ups, now is the opportune time for marketers to react, capitalise on the post-workout high, and harness the powerful relationship between environment, context, and purchase intent."