While motivation and time are often cited as barriers to fitness, experts suggest that affordability is the primary obstacle preventing many Canadians from engaging in physical activity. According to Zach Weston, executive director of the Fitness Industry Council of Canada (FIC), the foremost reason individuals are not active enough is a belief or inability to afford fitness options.
The Fitness Industry Council of Canada, a national not-for-profit organization representing the fitness sector—including gyms, studios, and wellness facilities—notes that approximately six to seven million Canadians, which equates to about 15 to 16 percent of the population, belong to a fitness facility. A report on fitness affordability highlighted that the majority of Canadians who do not visit such facilities cite cost as the main issue, placing lack of time as a secondary concern.
Despite the presence of budget gyms, Weston emphasized that perceptions and policy significantly impact access to fitness. He pointed out the inconsistency in tax policies regarding healthy choices, stating, “We don’t put tax on fruit and vegetables when you buy them at the grocery store, so we’re incentivizing you to buy healthy food. But if you go to the gym or a fitness facility and you buy a membership, we’re going to tax you when you do that.”
Weston estimated that a reduction of fitness costs by about 10 percent could lead to an additional 2.5 million Canadians perceiving fitness as affordable. This potential increase in gym attendance could save the healthcare system at least $1 billion annually through improved long-term health outcomes.
Fitness competitions: the financial strain
The financial pressures associate not only with casual fitness but extend even more significantly throughout competitive fitness and bodybuilding. Sushant Thapa, head coach and owner of HT Athletic in Mississauga, explained how serious athletic endeavors can become financially burdensome, stating, “People don’t realize how expensive fitness can get once you start taking it seriously.” According to Thapa, in bodybuilding, expenses quickly accumulate from show registration fees, travel costs, tanning, and even photoshoots and posing sessions.
Thapa emphasized that socioeconomic factors directly impact an athlete's performance and outcomes in competition. He noted instances where athletes, unable to afford proper physiotherapy or recovery treatments, ended up placing last in competitions. Conversely, those who could eventually save up for such support often experience improved results in subsequent competitions. Beyond competitive bodybuilding, Thapa reiterated that financial constraints continue to hinder everyday Canadians seeking healthier lifestyles, emphasizing that “eating well costs more than fast food” and that “a good trainer costs money.”
Both Weston and Thapa concur that awareness surrounding the importance of physical activity is not the crux of the issue. Weston remarked, “Canadians know they need to be physically active,” but the gap between knowledge and action remains pronounced. Thapa echoed this, asserting that fitness is not solely a physical endeavor; emotional and financial stability also play crucial roles in an individual’s ability to maintain a consistent fitness routine.
Looking ahead, Weston said the FIC would continue to advocate for tax relief to enhance the accessibility of fitness facilities. Simultaneously, Thapa is exploring initiatives to give back to the community, including sponsoring more athletes in the future.
