The GLP-1 gold rush is creating winners far beyond pharma

Fitness, supplements, and plastic surgery are riding the GLP-1 wave.

Apr. 11, 2026 at 9:35am

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An ethereal, ghostly X-ray image showing the intricate structure of a human muscle fiber, conceptually representing the impact of GLP-1 medications on muscle mass and the growing fitness industry catering to these users.The GLP-1 medication boom is driving a surge in demand for personal training and muscle-building supplements as users seek to counter the drug's side effects.Scottsdale Today

The rise of GLP-1 drugs like Ozempic, Wegovy, and Mounjaro for weight loss and diabetes has created a ripple effect across multiple industries beyond just the pharmaceutical sector. GLP-1 users are flocking to personal trainers, supplement aisles, and plastic surgeons to address side effects and changes from the rapid weight loss. Gyms, clothing retailers, and the supplement industry are all seeing substantial gains as GLP-1 adoption increases.

Why it matters

The widespread adoption of GLP-1 medications is transforming consumer spending habits and creating new business opportunities across several industries. As more people turn to these drugs to manage their health, companies are racing to cater to the new needs and challenges faced by GLP-1 users, from muscle loss to wardrobe changes.

The details

GLP-1 users risk losing muscle mass along with fat, leading to a boom in personal training and high-end gym memberships as people seek to maintain their strength and tone. Clothing retailers are also benefiting, as rapid weight loss means many GLP-1 users need to buy entirely new wardrobes. The supplement industry has seen a surge in sales of products aimed at filling nutritional gaps and supporting gut health for GLP-1 users. Plastic surgeons are also seeing an increase in procedures, known as the "Ozempic makeover", as people look to address loose skin and other cosmetic issues resulting from dramatic weight loss.

  • In 2024, 10% of people getting lower body lifts and thigh lifts were men, compared to 5% and 3%, respectively, the year prior.
  • Supplement sales were up 12% in 2025, according to data from consumer insights firm Spins.

The players

Kelly Freeman

A 55-year-old sales executive who spends an estimated $700 to $1,000 per month on Ozempic-related costs, including supplements, a personal trainer, and a new wardrobe.

Mallory Fox

A personal trainer based in Scottsdale, Arizona who has seen increased interest from clients taking GLP-1 medications and is considering developing an online program specifically for them.

Ryan Sonnenburg

An executive who oversees personal trainers at the gym chain Life Time, which has seen record-breaking growth in its personal training business over the last three years, likely driven in part by the GLP-1 trend.

Jessica Cadmus

A stylist who has seen a surge in GLP-1 users among her clients, many of whom work in finance, and helps them navigate wardrobe changes as their weight fluctuates.

Sachin Shridharani

A New York City-based plastic surgeon who has seen an increase in patients seeking cosmetic procedures, known as the "Ozempic makeover", to address the effects of rapid weight loss from GLP-1 medications.

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What they’re saying

“We're going to see a kind of tectonic shift in the way people spend money.”

— Kelly Freeman, Sales executive

“Our personal training business over the last three years has seen record-breaking growth, year over year. I couldn't confidently say exactly how much could be attributed to the GLP-1 movement, but it's certainly bringing people in that maybe historically wouldn't have come in.”

— Ryan Sonnenburg, Executive overseeing personal trainers at Life Time

“He said that he's had to have over 35 pairs of pants and over 50 shirts and jackets realtered. He had them come to the house with a tailor, and they had to take all new measurements.”

— Sachin Shridharani, Plastic surgeon

What’s next

As the GLP-1 trend continues to grow, companies across various industries will likely continue to adapt and develop new products and services to cater to this expanding consumer base. The long-term impact on the economy and consumer behavior remains to be seen as this health and wellness revolution unfolds.

The takeaway

The widespread adoption of GLP-1 medications is creating a ripple effect across multiple industries, from fitness and fashion to supplements and plastic surgery. Businesses are racing to meet the new needs and challenges faced by GLP-1 users, transforming consumer spending habits and opening up new avenues for growth.