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OOH Today’s Stat of the Week: New Year, New Healthy Habits
Happy Holidays! Soon, we will all have finished the last of the holiday sweets, and many of us will start thinking about those New Year’s resolutions. For brands looking to reach a health-conscious audience in the coming weeks, targeting the right markets is the first step toward a successful 2026 kickoff.
Using StreetMetrics’ measurement platform, we analyzed “wellness” audience categories nationwide to identify which markets have the highest concentrations of gym-goers, health-food shoppers, and yoga enthusiasts relative to the national average.
The Top Health-Conscious Markets
The following markets lead the nation in “wellness” indexation:
StreetMetrics Intelligence vs. Other Rankings
When we compare these figures with external data, such as WalletHub’s list of the healthiest cities, we see some interesting trends. San Francisco and Austin consistently appear at the top of both lists, confirming that their reputations for fitness and wellness match the real-world activity of their residents.
However, our data highlights high activity in markets that often rank lower on public health lists—for example, Dallas-Ft. Worth holds a high index of 137.3 in our system. While traditional rankings might focus on health outcomes or insurance coverage, our measurement looks at actual visits to gyms and juice bars. This means that even in cities not traditionally labeled as “health hubs,” there is a massive, highly active audience that OOH advertisers can reach.
For brands planning their Q1 media, selecting specific locations where these audiences move is more effective than buying a market in its entirety. Whether it is a billboard or a transit unit, reaching “wellness seekers” requires a data-driven approach to market selection.
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