Written by Diane di Costanzo
Published Sep 17, 2026 | 5 minute read
Jill Fox of Parkland, Florida, grew up listening to her mother play mah-jongg with friends. The tiles, inscribed with Chinese characters, make a characteristic clacking noise. But Fox also recalls the sound of laughter and spirited conversation.
Fast forward to 2020, when Fox started bringing women in her community together to teach them how to play mah-jongg. Fox’s passion for the game eventually turned into a successful business called Crak Your Bags—“crak” for the sound of tiles hitting the tabletops and “bags” for the trips participants get to go on (think Caribbean cruises and boat trips down the Rhine in the Netherlands).
Fox’s story is just one example of how being a fan of something can transform into so much more. “We bring together women who might not want to travel alone,” Fox says. “We tell them, ‘You’ll never be alone when you’re with us. We’re like one big family.’”
Here’s a closer look at why fandom matters and how to enjoy the things you love without compromising your time or money.
There’s a growing body of research showing that engaging in fandom can improve your health, especially when you connect with other fans—ideally, in person.
A new research initiative is underway at the Harvard Kennedy School, called the “Fandom and Social Connection Initiative,” that focuses primarily on sports fandom.
“Americans are experiencing a ‘connection recession,’” the initiative states. “People have fewer close friends, spend more time alone and struggle to maintain relationships. Sports fandom offers a promising response because it is widespread, deeply held, recurring and fun. … It gives people shared identity, shared emotion and shared rituals.”
Research conducted by Live Nation, the events company, found similar results when looking at the growing—and global—impact of music fandom. About 93% of fans said they’re craving real experiences, and 77% said that being in a crowd of fans makes them feel part of something bigger.
“The easier it becomes to live our lives through a screen, the more people value the moments they can only experience in person,” says Maggie Kuo, senior director of fan and partner research at Live Nation.
Concerts and sports may draw the big crowds, but even people with more arcane pastimes can experience the magic too, according to Eventbrite’s 2026 study, “Reset to Real,” which surveyed the vibrant communities around puzzle competitions, genealogy and, yes, mah-jongg.
There’s no single “right” way to be a fan. People express their fandom in different ways, often moving between them over time.
Here’s a look at some of the ways people pursue their passions—and you don’t have to choose just one.
This type of fan is an enthusiast whose primary focus is amassing things. A case in point: My husband collects vinyl records (thousands of them), which entails listening to music, of course, but also attending record fairs, seeking out used record stores when we travel and cataloging the going rate for each album he owns.
Buying swag and souvenirs can be a part of any kind of fandom. During the 2026 NBA playoffs, New York City was awash in blue and orange, the Knicks’ colors, giving merch-clad strangers a way to identify and bond with each other.
This fan is someone who enjoys connecting fellow enthusiasts, much like Fox and her mah-jongg players. Essential to any fan community, these helpers might start an IRL fan club that hosts meetups or an online community.
If you’re interested in starting—or joining—a fan community, check out meetup.com to learn about gatherings of everyone from bachata dancers in Barcelona (nearly 15,000 members strong) to French bulldog fanciers in San Diego.
You could also simply invite people over to watch a big game, an awards show or the finale of that series you’re streaming.
This is a fan who produces content about their fandom, a phenomenon that has ushered in highly popular—and highly specific—YouTube channels, Substack newsletters and conversations on sites like Reddit.
These platforms are free, open to anyone and, if you can figure out how to monetize your content, a potential source of income.
Passionate fans can find themselves purchasing everything from the odd merch table item to specialty travel and expensive equipment—a mountain bike or pottery kiln, for example.
A little planning can help you support the hobbies, teams and communities you love without putting other financial goals on hold.
So how do you make a fandom spending plan? As with so many financial questions, the answer starts with your budget—and adding a “fandom” line item to your list of expenditures. The classic 50/30/20 budget allocates 30% of your income toward discretionary spending, which can include categories like your fandom.
Here are a few ways to squeeze more out of your fandom budget:
READ MORE: 6 Steps To Create a Basic Budget That Works for You
It’s the thrill of a real-time event. The “good stress”—called eustress—of a nail-biter of a sporting match. The elation of a big win or the “misery loves company” of a hard loss. The joy of singing along with your favorite band with thousands of other fans. The quiet pleasure of discussing the merits of Jane Austen’s largely unsung Northanger Abbey.
In the end, it’s not about the things you purchase but the shared memories you create, the relationships you build and the sense of belonging you find along the way. We can all be a fan of that.
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Diane di Costanzo is a writer who covers personal finance, tennis, health, travel and real estate for various publications, including the United States Tennis Association, The Wall Street Journal, Vogue, Health and Connecticut Cottages & Gardens. She is the former chief content officer at People Inc. and teaches a graduate-level media course at New York University