Key Takeaways
- Affordability is the primary obstacle preventing many Canadians from staying active, with cost being the number one reason cited by those who do not attend a fitness facility.
- Reducing fitness costs by 10% could lead to up to 2.5 million more Canadians believing fitness is affordable, potentially saving the healthcare system at least $1 billion annually.
- The fitness industry is advocating for tax relief to make fitness more accessible, with the Fitness Industry Council of Canada (FIC) estimating that taxing fitness facilities and services is inconsistent with tax policy.
- Socioeconomic factors can directly impact performance and outcomes in competitive fitness and bodybuilding, with expenses such as show registration fees, tanning, travel, and photoshoots adding up quickly.
- Awareness is no longer the issue, with Canadians knowing they need to be physically active, but affordability and accessibility remain significant barriers to staying active.
Introduction to the Affordability Issue
While fitness is often framed as a matter of motivation or time, experts say that affordability is the real obstacle keeping many Canadians from staying active. According to Zach Weston, executive director of the Fitness Industry Council of Canada (FIC), the number one reason people are not physically active enough is because they cannot or do not believe that they can afford it. This is a significant issue, with roughly six to seven million Canadians, or 15 to 16 per cent of the population, belonging to a fitness facility. However, many more Canadians are unable to access fitness facilities due to cost, with a fitness affordability report citing cost as the number one reason for not attending a fitness facility, while lack of time ranked fourth.
The Role of Perception and Policy
Despite the existence of budget gyms, perception and policy play a significant role in the affordability of fitness. Weston noted that the government does not tax fruit and vegetables when purchased at the grocery store, incentivizing Canadians to buy healthy food. However, when it comes to fitness facilities and services, Canadians are taxed, which can make it more expensive to stay active. The FIC estimated that reducing fitness costs by about 10 per cent could lead to up to 2.5 million more Canadians believing fitness is affordable, potentially saving the healthcare system at least $1 billion annually through improved long-term health outcomes. Weston argued that this is hypocritical, as the government is taxing behaviors that are healthy in one context but not in another, which seems inconsistent with tax policy.
The High Cost of Competitive Fitness
The cost pressures of fitness are felt even more in competitive fitness and bodybuilding. Sushant Thapa, head coach and owner of HT Athletic in Mississauga, noted that people do not realize how expensive fitness can get once you start taking it seriously. Thapa, a competitive bodybuilder himself, said that expenses quickly add up, including show registration fees, tanning, travel, and photoshoots. He also noted that socioeconomic factors can directly impact performance and outcomes in competition, with athletes who cannot afford proper physio or recovery treatments often placing lower in competitions. Thapa gave an example of an athlete who placed last in their first show due to a lack of access to proper support, but later placed second at Nationals after saving up and getting the necessary support.
The Barriers to Everyday Fitness
Even outside competitive bodybuilding, Thapa said that cost remains a barrier for everyday Canadians trying to live healthier lives. He noted that eating well costs more than fast food, and that a good trainer costs money, as do supplements and gym clothes. Both Weston and Thapa agreed that awareness is no longer the issue, with Canadians knowing they need to be physically active. However, knowing and doing are different, and affordability and accessibility remain significant barriers to staying active. Thapa also noted that fitness is not just physical, and that emotional and financial stability are also essential for staying consistent with a fitness routine.
Advocacy and Solutions
For now, Weston said that the FIC will continue to advocate for tax relief to make sure fitness is more accessible. He believes that reducing the cost of fitness facilities and services will encourage more Canadians to stay active, which will have long-term health benefits and cost savings for the healthcare system. Meanwhile, Thapa said that he is finding ways to give back to the community by exploring the idea of sponsoring more athletes in the future. This could help to reduce the financial burden of competitive fitness and bodybuilding, and make it more accessible to athletes from all backgrounds. Ultimately, addressing the affordability issue will require a combination of advocacy, policy changes, and community support to make fitness more accessible and affordable for all Canadians.
