The fitness and wellness market, as it really is.

Proprietary consumer insights and market mapping across the global fitness and wellness ecosystem. We supply the intelligence. You lead the market.

17 Years

Institutional Research Leadership

60+

Markets Mapped

2,500

US Nationally Weighted Sample

The Exercise Ecosystem Report

A deep dive into the behaviors, attitudes, and spending patterns of active consumers across three exercise environments.Topics include:

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Female Fitness & Wellness Consumer

An overview of fitness and wellness engagement and market opportunities.Topics include:

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Fitness Membership Divide

An in-depth analysis of how consumers engage with fitness and wellness by gym membership status.Topics include:

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Founder @ Datagonist

Hi, I'm Melissa Rodriguez, Founder @ Datagonist

I've tracked what's happening in gyms, fitness clubs, and wellness since 2008.I didn't come to fitness research from consulting. I came from the gym floor.I started as a personal trainer at 24 Hour Fitness while in business school. Also worked at personal training studios, faith-based facilities, and apartment complex gyms. I saw how different business models actually operate day to day, not just how they look in a pitch deck.My foundation began at university in the sciences and business, then evolved over 17 years in the field.I've worked on global market reports covering 60+ countries. Led research at IHRSA, the worldwide trade association for the health club industry. Worked on the research team at Mindbody when wellness tech was hitting its stride. That combination—practitioner experience, academic rigor, and real-world market intelligence—is what I bring to Datagonist.

Custom Research

Custom projects, datasets, and research

Tell us what you're trying to understand. Datagonist can help scope custom research and analysis around your specific business question.