Beyond reps: Why movement is the new self-care

We surveyed over 1,200 consumers to understand how movement fits into modern life, and what we found goes far beyond gym memberships and step counts.

Fitness today has broken out of the weight room and into the “wellness” lexicon. It’s no longer confined to building bodies; it’s about preserving sanity. In a world where stress is a constant and work-life boundaries are more suggestion than rule, movement is emerging as the go-to self-care strategy. Fitness is becoming a form of personal therapy, not just personal training.

Movement as medicine

The old fitness goals like losing weight and gaining strength are now co-starring with a newer, deeper aim: developing emotional resilience.

Our survey revealed:

• 90% of respondents still cite physical health as a key motivator.

• But 70% say they move specifically to support their mental well-being.

• Two-thirds use movement as a form of stress relief.

What once lived in the realm of aesthetics now thrives in the territory of anxiety management. People aren’t just exercising; they’re exorcising.

A multihyphenate fitness routine

On average, today’s consumer engages in four different types of fitness, wellness, or outdoor activities per week. 

• Running, jogging, and walking dominate the mix (86%).

• Those are followed by hiking (50%), weightlifting (33%), and swimming (25%).

• And, yes, pickleball continues its reign as the darling of feel-good fitness.

This diversity reflects a deeper truth: People are programming their routines to meet not just physical needs but also emotional ones. It’s the Spotify-fication of fitness: something for every mood.

Brand takeaways: Meet them where they move

Movement is no longer just a goal. It’s a daily utility, a pressure valve, a calendar anchor, and a boundary line on boundary-less days.

Brands chasing relevance in the wellness space need to think beyond dumbbells and downward dogs. Today’s consumers are fluid, emotionally attuned, and highly contextual in their approach to fitness and self-care.

To connect, brands must:

• Design for flexibility: Fit into lives that are dynamic, not static.

• Acknowledge emotional drivers: Treat stress relief as seriously as strength gains.

• Support the full day: Movement isn’t boxed into a 45-minute HIIT session. It’s everywhere, all day.