London Sport x Opinium: New Year’s Resolutions
With 2026 having just begun, people across the country will be setting and beginning their New Years resolutions. Often starting out with good intentions, these goals don’t always last long with an unofficial ‘quitters day’ occurring on the second Friday in January to signify the day when they are most likely to be abandoned.
New research from Opinium, however, in partnership with London Sport, shows that committing to a fitness event—like a 5k, 10k, or marathon—significantly boosts the chances of sticking to New Year’s resolutions. Just over four in five (42%) who sign up to a fitness challenge say they stick to their goals beyond January, compared to just 10% of those who do not.
The research also covers broader topics around exercise, such as views on green spaces in their local area, general exercise habits, and their willingness to take up different types of fitness goals this year.
For more insights with impact get in touch with Matthew Howlett (matthewhowlett@opinium.com).
