The Promise of a Healthier Nation: How "Make America Healthy Again" Could Transform the Wellness Economy

The 2024 U.S. Presidential Election has brought renewed focus on health and wellness, with the “Make America Healthy Again” initiative front and center. Regardless of political affiliations, there’s broad support for the idea that investing in wellness is vital for the nation’s future. At the core of this platform is the belief that preventative health, including regular exercise, plays a crucial role in reducing the burden of chronic disease, boosting mental health, and enhancing quality of life for all Americans.

To appreciate the size of the problem, the US Centers for Disease Control & Prevention (CDC) estimates that that 90% of the annual $4.1 trillion health care expenditure is attributed to managing and treating chronic diseases, underscoring the urgent need for a proactive approach to wellness. According to the CDC, 6 in 10 adult Americans have a chronic disease, and 4 in 10 have two or more! Physical inactivity is a major driver, backed up by the World Health Organization (WHO) who reports that sedentary lifestyles are responsible for 3.2 million deaths globally each year.

Opportunities for the Wellness Economy

With preventative health as a priority, the wellness economy stands to grow significantly. The Global Wellness Institute estimates that the global wellness economy is currently valued at $6.2 trillion and projected to grow to $8.5 trillion by 2027 as policies begin to favor wellness as part of healthcare. Certain promises from the “Make America Healthy Again” platform could turn this a certainty, making wellness services more accessible and ultimately supporting a healthier, more resilient population.

Already, innovative proposals such as making gym memberships eligible for Medicare and Medicaid coverage have been socialized and this policy could open doors to exercise for millions who previously lacked access due to financial constraints. It’s a forward-thinking approach that could fundamentally change the way we view fitness—as essential to health rather than a luxury.

How the Fitness and Wellness Industry Can Capitalize

Beyond policies for subsidized gym memberships, there are many ways the fitness and wellness industry could leverage the momentum from this initiative to grow sustainably while helping the nation achieve better health outcomes. Just some ideas:

1. Expand Partnerships with Healthcare Providers: Fitness businesses, particularly those with established reputations have an opportunity to work with healthcare providers to integrate fitness solutions into patient care plans. By partnering with healthcare systems, fitness companies can ensure that exercise recommendations become a routine part of preventative healthcare. For example, physicians could "prescribe" fitness programs to patients, allowing them to access subsidized or fully covered memberships through their insurance plans. At F45 we have already partnered with prescription weight-loss programs like Dr. B, to support those on prescribed weight-loss medication with exercise programs for muscle mass and long-term health.
2. Develop Targeted Programs for Chronic Disease Prevention and Management: Given that nearly 60% of U.S. adults have a chronic disease, the industry can play a major role in supporting these individuals. Fitness companies can create specialized programs tailored to conditions like hypertension, diabetes, and heart disease—offering specific workouts and resources that help improve health outcomes. At F45, we’ve already partnered with Optum and American Specialty Health who subsidize our programs for members under their insurance plans. We also work with Wellhub which allows eligible employees to pay for our services using their health benefit allowances. By offering these programs at a subsidized rate through insurers and corporate benefit programs, fitness providers can reach a broader audience while supporting the preventative health goals of the “Make America Healthy Again” movement.
3. Increase Accessibility through Digital Fitness Options: With technology enabling broader reach, fitness businesses can expand access to preventative health resources through digital channels. Online classes, mobile apps, and virtual coaching allow people in remote or underserved areas to benefit from fitness programming. The pandemic demonstrated the power of digital fitness to break down geographic barriers, and a government-backed push to make wellness accessible could expand the use of these platforms to support public health. At F45 we offer an extensive on-demand workout library via our proprietary smartphone application and we have just teamed up with with Samsung Electronics to become the first functional training network to deliver science-backed workouts on Samsung TVs.
4. Promote Community-Based Fitness to Support Mental Health: Community-based exercise is proven to boost mental health, alleviate stress, and enhance social connection. Fitness companies can highlight the mental health benefits of group fitness and leverage the push for preventative health to foster community-oriented fitness environments. By engaging with our local communities we also reduce the stigma around mental health and encourage people to prioritize their well-being.

F45's Role in the Movement

At F45, we’ve long been advocates for a holistic approach to wellness. When we first launched in 2013, our focus was primarily on the fitness aspect of wellness. Over the years, however, we’ve broadened our approach to emphasize community, holistic wellness, and mental health. Our nearly 1,000 locations nationwide and four distinct fitness offerings - F45 Training 's functional training, FS8 - Pilates. Tone. Yoga. 's unique strength program, VAURA Pilates ' immersive reformer #Pilates experience and soon-to-be announced comprehensive recovery protocol - equip us to support the diverse needs of individuals within this wellness movement.

F45's strategic partnerships across the healthcare and wellness sectors also reflect our commitment to making preventative health accessible to as many people as possible. By collaborating with major insurers and wellness platforms, we’re able to reach more individuals who might otherwise miss out on the benefits of a regular fitness routine.

Looking Ahead: Building a Healthier America, Together

Regardless of where we sit on the political spectrum, the “Make America Healthy Again” initiative represents a unique opportunity for the wellness economy and the nation. As leaders in fitness, we have the potential to influence not only physical health but also mental resilience and overall well-being across America. By leaning into the opportunities presented by this movement, we can collectively contribute to a healthier, more prosperous future - where preventative health isn’t an afterthought, but a new gold standard.

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