Report: Parents Leading the In-Person Fitness Rebound

Research firm Mintel reports parents are leading the in-person fitness rebound.

According to global market research firm Mintel, consumers are missing the personal connection a fitness center offers. In fact, just 15% of exercisers reported digital fitness platforms have eliminated the need for fitness centers, signifying in-person fitness will rebound.

Quick facts from the report include:

• Nearly 80% of U.S. consumers say they workout for their mental/emotional well-being.
• The number of Americans exercising once a week or more has increased from 67% in 2020 to 72% in 2021.
• 33% of fathers with children under age 18 exercise daily versus 22% of consumers overall.

After periods of restrictions, shutdowns and isolation, it’s no shock individuals are eager to be in community and take part in more social interactions again. Hand-in-hand with the social aspect of exercising, research from Mintel’s Global COVID-19 Tracker reported over half of Americans said the pandemic made them realize they want to take better care of their mental health. What better place to be able to take care of one’s mental, emotional and physical health than their local community center?

Learn More: Lori Cook on Marketing Fall Programs for Parents

Additional findings in the report stated parents, especially fathers, have been exercising more frequently than non-parents during the COVID-19 pandemic. Roughly 40% of parents with kids under age 18 report utilizing exercise as a way to boost their moods and take time for themselves. A great opportunity to support the parents in your communities could be offering more parent and fitness-focused classes and events.

Ideas for parent and fitness-focused programming include:

• Moms on the Move at the Kosciusko Community YMCA: Through a partnership with the local hospital, a six-week program offers prenatal and postnatal mothers a one month, one parent membership to the YMCA, nutrition information catered to moms and babies from registered dietitians through the hospital and a nutritional care package.
• FIT4MOM fitness classes at the YMCA of San Diego County: Classes include Stroller Rides, a functional and total-body conditioning workout, and Body Boost, a HIIT class for mental and physical health.
• Dad Bod to Rad Bod at the St. Louis Jewish Community Center: An eight-week program for men including small group training, group exercise and homework around nutrition and stress management.
• Tots on the Trail at the Boulder JCC: For parents with toddlers ages 12 months to 3 years, designed to enjoy the sunshine and fresh air while meeting other parents.
• Y Questors at the YMCA of Greater Pittsburgh: A program designed to foster understanding and companionship between father and daughter, typically from ages 10-16.