Harrison Co. releases inaugural How America Moves report

Harrison Co. published its first How America Moves consumer report on June 22, 2026, based on a survey of about 1,000 active Americans. The study says fitness, nutrition, wearables and sports engagement are becoming more integrated, with strength training, trusted brands and female consumers emerging as major trends.

Why it matters: - Harrison Co.'s new report tries to map where consumer demand is moving across fitness, nutrition, wearable tech and sports. - The findings point to a wellness market that is becoming more personalized, more fragmented and more brand-driven. - Harrison Co. plans to update the survey annually, giving founders, operators and investors a recurring read on category shifts.

What happened: - Harrison Co. announced the publication of its inaugural “How America Moves” report on June 22, 2026. - The report is a consumer insights study of active Americans. - The survey used proprietary research from about 1,000 active Americans. - The report examines exercise habits, performance tracking, supplement purchases, sports engagement and broader health and wellness behaviors. - The full report, titled “How America Moves: A Portrait of Fitness, Nutrition, and Sports Culture in America,” is available through Harrison Co.

The details: - The report identifies rising engagement across fitness, nutrition, wearables and sports. - Strength training has reached parity with cardio as the most common form of exercise in America. - Consumers are prioritizing quality, efficacy and trusted brands over price. - Sports fandom is becoming more intense and is influencing participation and spending. - A distinct female fitness and wellness consumer segment is growing quickly. - The report says consumers are moving toward more specialized brands and more individualized approaches to training, recovery, supplementation and wellness tracking. - Harrison Co. says the report is part of its effort to provide market intelligence and category insights to founders, operators and investors in health, wellness, fitness, nutrition and sports.

Between the lines: - The study suggests the active-lifestyle economy is no longer driven by single-category behavior. - Consumers are building connected health ecosystems that span workouts, supplements, devices and sports culture. - Mac Wilkie, Partner at Harrison Co., said the lines between fitness, nutrition, technology and sports culture continue to blur. - Mac Wilkie said the most engaged users are driving meaningful shifts across multiple categories at once.

What's next: - Harrison Co. will update the survey every year to track sector trends and brand performance. - Future editions should show whether strength training, premium positioning and female-led demand continue to gain share. - The annual cadence could give the firm a regular benchmark for changes in consumer wellness behavior.

The bottom line: - Harrison Co. is betting that the future of wellness will be defined by integrated habits, trusted brands and sharper consumer segmentation.