Americans Are Ditching Fitness Influencers and Trusting Themselves (Report)

Business Wire

2 days ago

NEW YORK--(BUSINESS WIRE)--As Americans grow increasingly skeptical of the $100 billion fitness industry, a new study reveals 47% of active adults now trust their own body's signals over experts, influencers, and tracking technology when making fitness decisions. The findings are from ' The End of Expert Rule,' a comprehensive study conducted by creative agency Mythology and insights partner Vytal World that uncovers a profound cultural shift in how people relate to exercise and wellness.
"People are questioning the assumption that someone else knows their body better than they do. This isn't about rejecting science or expertise entirely, [but] pushing back against the commodification of health and the obsessive culture that we've seen."
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'People are questioning the assumption that someone else knows their body better than they do," says L Parker Barnum, Managing Director at Mythology. 'But this isn't about rejecting science or expertise entirely—it's about pushing back against the commodification of health and the obsessive culture that we've seen over the years.'
The end of performative suffering
The survey of 1,000 U.S. adults active in fitness highlights a striking rejection of what the report's authors call "performative suffering," with nearly 30% identifying the "no pain, no gain" mindset as the most outdated fitness status symbol. Just seven percent of adults place primary trust in AI systems or tracking technology, challenging the notion that we need constant digital monitoring to achieve wellness.
The report identifies four key aspects driving this cultural shift:
The rise of self-trust: Nearly half (47%) of respondents prioritize their own physical signals over external authority.
Community experimentation: Friend groups have become innovation hubs, with 49% creating personalized approaches rather than following prescribed programs. Millennials and Gen Z differ significantly in how they apply this approach; Gen Z values authenticity and education, while Millennials prioritize efficiency and time optimization.
Try-before-you-buy mentality: Personal experimentation drives 45% of purchasing decisions, far outweighing scientific validation (26%) or cultural credibility (8.4%).
Rejection of extreme fitness: A third of respondents expect future fitness to focus on "longevity and health, not looks," with 24% viewing expensive branded fitness apparel as a declining status symbol.
'Our findings suggest we're witnessing a maturation of fitness culture," adds Natalie Mbogo, Co-Founder and Chief Strategist of Vytal World. 'Rather than the 'hustle culture' fitness of the 2010s with its celebration of exhaustion, people are now prioritizing long-term health, injury prevention, and mental well-being.'
Sobering implications for brands
These findings present a significant challenge for brands as successful companies will need to evolve from authorities to partners, acknowledging customers' own expertise, creating spaces for knowledge sharing, and focusing on how products 'feel' rather than just how they look.
'Influencer fatigue is real,' the study notes, suggesting that brands must recalibrate their marketing efforts to account for this shift in influence, or risk losing relevance as consumers increasingly forge their own paths.
To view the full report, visit https://www.vytal.world/newsletter.
About Mythology
Mythology is an independent creative company based in NYC, founded and led by Anthony Sperduti—with partners Audrey Attal, Ted Galperin, Kim Haxton, and Sophie Mascatello. Our multidisciplinary team is dedicated to creating impactful work across branding, advertising, and retail design. Visit https://www.mythology.com and follow us on IG @mythology for more.
About Vytal World
Vytal World is an innovative research company that revolutionizes how brands understand and connect with their audiences. Through collaborative, community-driven methodologies, we transform traditional consumer insights by making people active participants in the research process, creating deeper understanding that leads to more authentic and effective brand strategies. Learn more at www.vytal.world.