Generation Alpha will “further drive” fitness demand

Generation Alpha will further drive demand for fitness and health services, with half saying they want to be fit and healthy as they grow into adulthood.

A study on the age group – a survey of more than 1,000 children aged seven to 14 – by industry body, ukactive, shows that 48% of respondents said they believe it is “important to keep physically active to be healthy.

Consisting of people born between approximately 2010 and 2024, Generation Alpha succeeds Generation Z and the ukactive study is the latest to suggest that Gen A will be even more aware of the importance of physical activity than Gen Z.

Gen Z has been widely recognised as driving significant demand in the fitness industry – with some studies suggesting it is the most active and health-conscious generation yet. ukactive conducted the survey in partnership with kids and family insight agency, Beano Brain.

Separate figures from Sport England’s Active Lives Survey show the number of children and young people getting active in gyms and fitness facilities is growing, with a 12% rise in those taking part in gym and fitness compared to six years ago.

It means almost a quarter of children and young people (23%) are engaging in gym sessions, which equates to a population total estimate of 1,697,900, and places gym and fitness in the top 10 activities that children and young people are now taking part in.

The survey results coincide with new guidance published by ukactive, titled, ‘Children and Young People in Gym and Group Exercise Facilities’.