The winter holiday season is a strange time of year when routines are often thrown out the window. We kick things off with a massive feast on Thanksgiving. December is typically a rush of holiday parties, shopping, year-end work obligations and (if you’re lucky) lots of cookie baking and eating. Then we spend that strange week between Christmas and New Year’s Day in a sort of comatose state where it’s never really clear what day of the week it is.
After 31-plus days of (somewhat) controlled chaos, it shouldn’t be surprising that come Jan. 1, most of us are eager to shake off the holiday excess and make an attempt at bettering ourselves. Enter the New Year’s resolution. A 2023 Pew Research survey found that 79% of resolutions focus on health, diet or exercise, and another 55% focus on hobbies and personal interests. And while many people get hung up on the fact that most of us don’t actually stick to our resolutions, I think we should give ourselves more credit for trying.
Achieving those fitness goals can be expensive, and Americans don’t shy away from spending big on wellness. According to a new survey from the Health and Fitness Association, Americans will spend around $60 billion in 2026 on health and fitness goals, averaging $61 per month, or about $733 annually. And don’t be surprised if everyone you know got a smart ring this Christmas: The CEO of Oura told CNBC in November that the company expects sales to grow to $2 billion next year.
As the founder of the Purse on Substack and a guest editor for Yahoo’s “Bank of Mom and Dad” series, I wanted to know how much folks are spending on wellness. I spoke to four people across the country — including a Kansas man outfitting his home with acupressure mats and cupping kits, and a mom who barely has time to hop on her Peloton — to find out what they paid. Behold, their receipts …
About me: I’m a newly married tech worker in Seattle. I live in an apartment with my husband and two cats.
Age: 31
Location: Seattle
Salary range: $170,000 to $180,000
How much do you spend each month on fitness/self-care? $340 a month averaged for the year. Last year, I spent around $3,000 on therapy, which covered three and a half months, but I recently quit.
Itemized list of expenses:
Massages: $140-$200. This varies based on whether I go for a spa massage or clinic massage. I recently found out my health insurance covers massage, so I have been going to a clinic a lot more often.
Acupuncture or chiropractor: $50
Runna subscription: $12.25/month (I pay annually)
Registration for races: $80 for two a year
Yoga classes: $550 for a pack of 25 yoga classes for the year
Ski passes: $33 a month for four daily passes. I pay annually and buy during the promos.
Therapy: $200 a session. I only did it for a few months, so this is no longer an expense.
Are you planning to make any big self-care/fitness-related purchases in the new year?
During Black Friday, I signed up for a one-year contract for four Reformer Pilates classes a month. (My New Year’s resolution is to commit to working on my posture — this purchase is an attempt to do so!) In December, I also took advantage of holiday pricing to buy a 50-class pack of heavily discounted classes at a workout studio. (I bought the 25-pack last year and used it all up.) I do not have the discipline to do yoga at home, and I want to do it on a weekly basis in 2026.
How does your spending make you feel?
Great! A few years ago, I tracked every single expense for a year, and I realised I was spending so much on clothes and random home/hobby items I never used. In 2025, I intentionally decided to cut back on clothes shopping and instead funnel that money into self-care. I work from home, so monthly massages and exercise classes have helped create a sense of a third place. I feel great about investing in my physical health instead of random items that take up space in my home.
How do you decide how much to spend on fitness/self-care?
It’s allocated as part of my guilt-free spending. I consciously reduced the amount I spent on clothes and online shopping and redirected it to self-care. After getting a raise earlier this year, I started therapy, as it was something I had always wanted to try.
Would you like to spend more or less on fitness expenses?
I’m comfortable with my spending. In the past, I’ve regretted spending when I didn’t necessarily use up a subscription. But I’m now at a point in my life where I prioritize health and fitness and make sure I’m getting value from my spending.
One of the reasons I chose to end therapy was due to the cost; I guess if I had an infinite pot of money, then I would’ve continued with it, but I don’t think I was getting $200 worth of value per session.
Do you feel pressure to spend more on wellness?
No, not anymore! I think in my 20s I felt pressure to spend on self-care that was “externally visible” — specifically on things like hair and nails. All the girls in my office always had their nails looking perfect! In more recent years, I have come to accept that I actually hate spending an hour on an uncomfortable chair, sitting with poor posture, just for some color on my nails (not to mention it only lasts a week or two). Now I work fully remote, mostly with men in hoodies, so I feel zero pressure to spend on hair/makeup/clothes.
About me: I’m an accountant, and my husband is a social worker. We have two kids in elementary school. Between work, kids and adulting, our days are pretty full! With the season of life we’re in, we try to prioritize activities that can include the kids.
Age: 43
Location: San Diego
Salary range: $250,000 to $300,000
How much do you spend each month on fitness/self-care? $50
Itemized list of monthly wellness expenses:
Peloton subscription: $49.99 a month
It might be helpful to add that I have very basic hair, and I can get away with my mom cutting it. I don’t enjoy getting my nails done or other beauty things (like getting my eyebrows shaped), and I prefer to do it myself.
We have weights and kettlebells that we’ve collected over the years, and I do classes included with my Peloton subscription or on YouTube (free).
Are you planning to make any big self-care/fitness-related purchases in the new year?
No. As I’ve moved into my late 30s/early 40s, I don’t feel the same New Year’s resolution pressure that I did when I was younger. Before this, starting a diet on Jan. 1 was an annual tradition. I already have access to what I need for self-care/fitness. Any goals or changes I want to make for my self-care/fitness are not magically going to be easier if I spend money on it.
How does your spending make you feel?
My Peloton bike is in our family room, where we spend most of our time at home, so it’s always glaring at me. If I’m not using it regularly, I’m reminded that I am paying for it monthly and wasting that money.
How do you decide how much to spend on fitness/self-care?
Based on how desperate I am to lose weight. The Peloton bike that I purchased about three years ago is a good example of this. I wanted to be able to do more intensive workouts/lose weight, but I had young kids and couldn’t justify paying more for child care so I could go to a gym, so I bought the bike. They are not cheap!
Would you like to spend more or less on fitness expenses?
I am not opposed to spending more on fitness, but I feel incredibly fortunate to live where the weather is always good and there are public parks and outdoor spaces where we can exercise without additional costs. If I were to spend more money on fitness, it would likely be for yoga or Pilates, which are not the same to do at home. I have also gone to an acupuncturist in the past and really enjoyed it, but the logistics of going regularly are too hard right now.
Do you feel pressure to spend more on wellness?
Yes! I am a prime target for online ads for workout, wellness products (supplements, and especially the GLP-1 injections). This year, I noticed the New Year’s resolution advertisements started in early December. The reason the ads have not converted me yet is that if I actually wanted to increase my exercise and wellness, I could do it with what I already have or have access to.
About me: I’m a white, cisgender, disabled woman originally from North Carolina. My partner and I are married and share our home with my service dog. For work, I’m employed at a nonprofit as a social worker.
Age: 34
Location: Brooklyn, N.Y.
Salary range: Around $75,000
How much do you spend each month on fitness/self-care? $66-$105
Itemized list of expenses:
Manicure/spa treatments: $45-$80
Monthly app subscription for at-home workouts: $9
Talk therapy: Free (covered by insurance)
Running shoes: About $150 a year (I buy a new pair roughly every six months)
Are you planning to make any big self-care/fitness-related purchases in the new year?
I’m considering joining a yoga studio or gym with group fitness classes. My employer-sponsored insurance will supposedly cover a membership of up to $400 a year, and I’m waiting for HR to confirm details.
How does your spending make you feel?
I feel fortunate to be in good health and have the resources I do. As a cancer survivor, my health hasn’t always been so stable. Many of my non-disabled/non-cancer survivor friends are paying way more than I do for wellness.
How do you decide how much to spend on fitness/self-care?
Based on my priorities and needs. I have a therapist that I meet with weekly, and it’s totally covered by insurance. Physical fitness is really important to me for long-term health and emotional well-being. I currently run (free because I live near a park) and do yoga/Pilates workouts at home via an app with audio-guided workouts. I’m part of a running club, which is also free, and I appreciate having that social component to physical fitness. Once a month, I get my nails done because it makes me feel confident and better about my appearance, and I appreciate that time to pamper myself.
Would you like to spend more or less on fitness expenses?
It’s a privilege to be paying what I do for aspects of wellness that are important to me. Of course, paying nothing and gaining benefits from services/habits is the dream, but that’s not a reality.
Do you feel pressure to spend more on wellness?
Wellness is different for each person, I think, and I don’t feel pressure from anyone. I’m content with my habits and lifestyle that incorporate wellness.
About me: I’m a hypnotherapist, author and producer of ambient music with over 28 years of experience in the mental wellness field.
Age: 49
Location: Olathe, Kan.
Salary range: Around $120,000
How much do you spend each month on fitness/self-care? $200 — not including one-off wellness purchases for my home spa
Itemized list of expenses:
Reflexology sessions: $48 weekly
Are you planning to make any big self-care/fitness-related purchases in the new year?
No large purchases, but I have made (and plan to make) many small purchases totaling around $1,000. This includes:
How does your spending make you feel?
I feel good about my wellness spending. I research every product or service thoroughly to make sure it fits my specific needs. I view this as preventative care and an investment in my physical and mental health. Modern life can be very stressful, and we should pamper ourselves when we can.
How do you decide how much to spend on fitness/self-care?
I do not budget a certain amount for self-care, though I try to be sensible in my spending. This is an area where I allow myself some freedom to spend without guilt. Again, I view this as an investment in myself and can see/feel immediate benefits (which justifies the purchase).
Would you like to spend more or less on fitness expenses?
While I feel my current spending may be minimal compared to others, I do not wish to increase the amount. I prefer exercise and walking at home instead of an expensive gym membership. I have invested thousands of dollars to create a home spa where I have everything I need for self-care. If I do spend more, it would be on wellness experiences such as massage or acupuncture.
Do you feel pressure to spend more on wellness?
I feel no pressure to spend more on wellness. Any purchases I make are based on my current needs and usually focus on relaxation and pain relief.
How about you? Tell us what you’re spending on gym memberships, massages, self-care and more in the comments.
