But it’s not swish pilates studios or the latest celebrity diet punching a hole in wallets.
Rather, Australians are spending up big on vitamins and active wear, with gym memberships only pulling in at third place.
New research from St George Bank has found that seven in 10 Australians spend part of their health and fitness budget at the vitamin counter, followed by active wear (54 per cent) and gym memberships (45 per cent).
Most spend $100 a month but 20 per cent bust their budget by splurging up to $250 a month, or $3000 a year.
Consumer finance expert Lisa Montgomery said there were easy ways to cut cost corners and still lead a healthy lifestyle.
“Active wear has become a fashion item and is often all about brand, which can break the budget,” she said.
“But there are cheaper alternatives which will do the job just as well. You have to make a choice — there’s a lot of competition for every dollar we earn, so we have to look at how we are distributing that dollar.”
Ms Montgomery urged health junkies and fitness fiends to get the right advice on vitamins and supplements, as the cost could be “onerous”.
“A lot of health professionals will tell you that they are not as beneficial as consuming the whole food — and food costs a lot less,” she said.
Tanya Canfield, 46, is an avid runner and spends a chunk of cash each month.
“I’m training for a marathon so I probably spend $50 to $100 per month at the moment on active wear, trialling different products to see what’s going to work best,” she said.
“But you don’t need to spend big bucks, you can get some real bargains at the local op shop. Sometimes the tags are still on.”
The proliferation of Facebook fitness fiends is shaping spending, with 34 per cent of people saying social media encourages them to make health and fitness purchases, the research found.
Gym junkies can do a gym membership audit to ensure they are getting value for money.
“While it’s great to see a focus on physical wellbeing, it’s very important to balance this with your financial wellbeing,” said Ross Miller, general manager of St George Retail Bank.
Less than half of Aussies are budgeting for expenses like gym memberships, but Mr Miller said it was important to do so to maintain healthy habits long-term.