As National Fitness Day 2025, held on 24 September, encourages millions across the UK to embrace physical activity, new research reveals growing scepticism towards online wellness trends. While fitness and well-being are increasingly prioritised, many people are left regretting their decision to follow viral content, questioning both its effectiveness and cost.
According to Confused.com, 1 in 4 (24%) Brits follow online wellness advice at least monthly, influenced by 55.8 million TikTok videos tagged “#fitness” and 12.7 million with “#weightloss.” Nearly 1 in 5 (18%) regret trying a wellness trend they discovered online, with financial costs adding to their concerns. The study found 23% of people have spent over £50 on wellness products or activities, while 8% spent more than £100.
Tom Vaughan, life insurance expert at Confused.com, said: “The rise of wellness trends on social media highlights how consumers are influenced by viral content. While some individuals may experience short-term benefits, our research shows many are spending considerable amounts on trends that ultimately fail to deliver lasting improvements to their well-being. This underlines the importance of approaching online health advice with a healthy dose of scepticism. Instead, it’s worth focusing on consistent, sustainable lifestyle habits that genuinely support long-term health.”
The lack of evidence-based content is a recurring problem. Research cited by Confused.com shows that 55% of TikTok nutrition posts do not provide reliable information, often produced by influencers rather than qualified professionals. This raises further concerns about the quality of advice people receive online.
These findings coincide with National Fitness Day, organised by ukactive, which this year adopted the theme “Powered by you!” to inspire people of all fitness levels. Events were held across gyms, leisure centres, and pools to highlight the physical, mental, and social benefits of staying active. Huw Edwards, CEO of ukactive, said: “As more people in the UK prioritise their physical and mental health, National Fitness Day is a moment to celebrate all the ways we can stay active to support our wellbeing and quality of life.”
Beyond online fads, the UK Health & Fitness Market Report 2025, published by ukactive, shows a record 11.5 million gym memberships in 2024, reflecting a commitment to structured exercise despite cost-of-living pressures. Initiatives such as Active Leeds, which opened 13 gyms and 16 leisure centres for free on 24 September, sought to reach the one in four adults in England who remain inactive, doing less than 30 minutes of activity weekly.
As new approaches like HYROX and AI-enhanced training gain popularity, health leaders stress the importance of evidence-based practices. By choosing enjoyable activities and consulting credible sources, Brits can make informed decisions that support long-term health without the regret of chasing viral fads.
