Kenyans spend, on average, less than Sh2,000 a month on wellness, a figure that trails what many urban households pay for mobile phone airtime and internet bundles, according to a new survey.
Data from the Global Wellness Institute shows that an individual in Kenya spent about $149 (roughly Sh19,220) on wellness in 2024. That works out to around Sh1,600 a month on activities such as gym memberships, beauty services, healthier diets and self-care. Over the same period, average annual earnings stood at Sh297,300 ($2,305), meaning wellness accounted for about 6.5 percent of personal income.
Fitness industry consultant James Mwangi says high prices are keeping most Kenyans on the sidelines of the wellness economy, with spending largely confined to Nairobi and other major towns.
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“Many people want to exercise or eat better, but when a gym subscription costs more than their monthly transport budget, it stops being realistic,” he said. “Affordable options tend to be overcrowded or poorly maintained, which puts people off after a short while. You have premium gyms charging between Sh15,000 and Sh20,000 a month, while basic facilities go for Sh3,000 to Sh4,000 and struggle to stay afloat. What’s missing is a sustainable middle ground: decent, affordable wellness services the average middle-class Kenyan can keep paying for.”
Market figures show gym fees in Nairobi range from about Sh3,500 a month at budget facilities to Sh15,000 at high-end centres.
At Sh5,000 a month, a mid-range gym costs Sh60,000 a year, nearly three times the national per capita average.
