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Kenyans spend less than Sh2,000 a month on wellness – report
Paralympians Nethan Kiplagat (left) and Julieta Moipo perform a Bulgarian split Squat workout at Workout Warehouse gym in Nairobi on February 12, 2025.
Kenyans, on average, spend less than Sh2,000 on wellness monthly, way below what many of them living in urban areas spend on mobile phone bills and internet data, a new survey shows.
According to the Global Wellness Institute, which captures spending on beauty and personal care, fitness, nutrition, mental health support, and wellness tourism, one person in Kenya spent an average of $149 (about Sh19,220) on wellness in 2024, translating to about Sh1,600 monthly on gyms, beauty treatments, healthy food, and self-care.
The average annual earnings per person in the year under review were Sh297,300 ($2,305). This means that Kenyans spent about 6.5 percent of their annual income on wellness.
Fitness industry consultant James Mwangi noted that current pricing structures explain the limited participation of most Kenyans in the wellness economy, with spending concentrated in Nairobi and other major urban centres.
“Most Kenyans want to join a gym or eat healthier, but when a gym membership costs more than their monthly transport budget, it becomes a luxury they can’t justify,” he said.
“The few affordable options are often overcrowded or poorly maintained, so people give up after a month or two. You have gyms charging Sh15,000 to Sh20,000 monthly with all amenities, and basic facilities at Sh3,000 to Sh4,000 that barely cover operational costs. What’s missing is the middle-tier affordable but quality wellness services that the average middle-class Kenyan can sustain month after month.”
Market data shows that in Nairobi, gym memberships range from Sh3,500 for budget facilities to Sh15,000 monthly for premium centres.
A mid-range gym at Sh5,000 monthly costs Sh60,000 annually—three times the national per capita average.
Specialised fitness classes cost more. Mr Mwangi said that yoga and pilates studios charge Sh2,000 to Sh3,400 per class, while personal training sessions cost Sh2,000 to Sh4,000 each.
Beauty and personal care, the largest segment of Kenya’s wellness industry, shows similar pricing. Haircuts at mid-range salons cost Sh500 to Sh2,000, while hair treatments reach Sh3,000 to Sh15,000. Regular salon visits cost Sh10,000 to Sh20,000 monthly. Spa services range from Sh3,000 to Sh12,000 per session.
Organic produce costs about 30 percent more than conventional alternatives. Mental health services remain costly, with therapy sessions ranging from Sh2,000 to Sh8,000. Nutrition consultations cost Sh2,500 to Sh5,000 for initial sessions.
Kenya's total wellness economy was valued at Sh1.1 trillion ($8.4 billion) in 2024, the Global Wellness Institute survey showed, making it the third-largest wellness market in Sub-Saharan Africa after South Africa and Nigeria.
Globally, Kenya trails developed markets, with North America leading with per capita wellness spending of $6,029(Sh777,861.58) annually, followed by Europe at $1,876(Sh242,379.20).
