Shaping the Future of Youth Fitness

In America, it’s not surprising that obesity and mental health struggles aren’t limited to adults. Kids also are contending with the adverse effects of inactivity, unhealthy diets, and excessive screen time.

The statistics are alarming. According to the U.S. Centers for Disease Control and Prevention, one in five children and adolescents is obese, and childhood obesity has more than tripled since the 1970s.

The pandemic accelerated kids’ physical inactivity and obesity levels. By 2030, it is estimated that more than 30% of kids in the United States will be obese.

"Covid exacerbated what was already an extremely concerning childhood obesity epidemic in our country," says Adam Zeitsiff, a fitness industry executive and the chair of the National Health & Fitness Alliance (NHFA). "The need for intervention is dire, as childhood obesity increases the risk of chronic diseases like diabetes and heart disease."

The fitness industry is facing an opportunity—some would say an obligation—to help kids become more active to improve both their physical and mental health.

“The fitness industry has a larger responsibility to support the future generation by promoting healthy habits early on, which can help minimize the long-term healthcare burden associated with chronic diseases and mental health issues,” says Cedric Bryant, PhD, FACSM, the president and CEO of the American Council on Exercise (ACE).

As industry professionals pursue greater advocacy, serving today’s youth can help reinforce the value, raise the visibility, and underscore the credibility of health clubs and studios as well.

"It's incumbent on our industry to prioritize our offerings to support the health and wellbeing of the future generation," Zeitsiff adds. "By addressing childhood obesity, we can improve quality of life, reduce healthcare costs, and create a healthier future for generations to come."

Ultimately, this is a win-win for kids, the fitness industry, and the healthcare burden. Now is the time to act.

How the Fitness Industry Can Make a Difference

During the pandemic, school closures and prolonged shutdowns profoundly impacted kids.

"The severe social isolation, deprivation of play, and interrupted education created a perfect storm, resulting in a significant physical and mental health crisis among our youth," says Kathleen Tullie, the founder and CEO of Active Kids, whose mission is to create a healthier and happier generation of active kids.

"Both the private and public sectors have pivotal roles in ensuring that children have ample access to physical activity and sports, fostering healthier futures."

Adding insult to injury, reduced school budgets have led to cuts in physical education, which is the only consistent opportunity some kids have to be active.

And while participation in youth sports teams has rebounded the last few years, the costs can be prohibitive for many families. To improve access, the Personal Health Investment Today (PHIT) Act allows people to use pre-tax dollars to pay for youth sports leagues.

"We need to advocate for policies supporting youth fitness, such as expanded physical education requirements, greater access to recreational facilities, and passing the PHIT Act," Zeitsiff recommends.

In addition to the altruistic motivation, fitness facilities that target youth generate revenue and broaden their reach.

"Reaching kids can bring the entire family to the club, and these are prospective members," points out Amy Bantham, DrPH, the founder of Move to Live More and the author of Move to Live More. "Plus, kids who are active grow up to be active adults, so they’re also our future clients."

Tullie agrees. "Encouraging kids to embrace fitness creates a foundation for lifelong healthy habits, ultimately leading to a future generation of adults who value and invest in gym memberships. Early engagement is a pipeline for future members."

Fitness professionals also benefit from targeting youth, and both ACE and the National Academy of Sports Medicine (NASM) offer youth fitness specializations.

"Working with children provides fitness professionals with opportunities for growth and specialization, which adds to their skills and career prospects," says Bryant.

Adds Mike Fantigrassi, the senior director of product development at NASM, "Fitness professionals can leave their mark on the younger generation by giving them the foundation they need to create positive habits at a young age and live active lives."

Intentions Into Actions

Serving the younger generation should be an obvious role for fitness centers.

"Health clubs and studios are uniquely positioned to provide safe, supervised environments for physical activity," Zeitsiff points out.

They can begin on a smaller scale by offering programming for kids of different ages. This can include movement sessions in the childcare area, group ex classes, small group training, and one-on-one workouts with personal trainers.

"As fitness professionals, we have an awesome responsibility to influence kids’ ability, confidence, and desire to be physically active for life," Bantham observes. "We can teach basic movement and sports skills in age- and developmentally appropriate ways, help them practice those skills, and make movement fun."

Lessons in swimming, tennis, basketball, golf, and more, are effective ways to promote the fun of physical activity.

"Introducing kids to a sport like swimming helps them build strength, stability, and coordination, while also teaching them a valuable skill," says Melissa McGarvey, the vice president of aquatics at British Swim School. "Plus, it is a great opportunity for clubs to generate revenue and attract non-members."

And free summer memberships for teens have proven to be successful outreach programs for brands like Planet Fitness, GoodLife Fitness, and Fitness Connection.

Fitness facilities also can serve members and drive traffic with family-oriented fitness events, such as group workouts, friendly sports competitions or contests, open swim hours for all ages, and more.

Beyond their four walls, fitness centers can extend their reach by partnering with local schools to offer before- or after-school physical activity programs—on site or in the club—that introduce kids to all types of movement. For example, Healthworks Fitness in the Boston area runs nextGEN Fitness, an after-school community youth fitness program for kids ages 11-15.

"Fitness professionals can collaborate with schools to implement physical education programs that promote regular activity and educate children about the importance of maintaining a healthy lifestyle," Bryant suggests.

Participating in community events, or organizing their own, gives fitness facilities an instant audience in the local area, while raising awareness and promoting healthy behaviors.

"Community events such as sports tournaments, fitness challenges, and health fairs can encourage children and their families to participate in physical activity," Bryant adds.

Partnerships and Advocacy

Addressing youth fitness more universally in health clubs and studios is a critical step. But the industry also should participate in a broader movement to prioritize kids’ health through physical activity. That includes partnering with local and national organizations like Active Kids, Move to Live More, and the Physical Activity Alliance.

“Collaboration is key for meaningful impact,” Tullie notes. “With strategic partnerships, we can develop cohesive programs, share resources, and create unified advocacy campaigns that will amplify our collective impact and drive widespread change.”

Bantham’s Move to Live More book features 20 thought leaders in the physical activity and youth sports space and 20 innovative solutions for getting kids moving before, during, and after school, and on weekends. It offers 50 tips and 50 takeaways on how and why kids need to move for better physical and mental health and academic development.

"Getting kids moving makes good business sense for the industry and good public health and economic sense for the nation," Bantham says.

To extend the effect of their efforts, fitness professionals must undertake advocacy to improve access to and promote the value of physical activity.

"The fitness industry should advocate for policies that promote physical activity and healthy lifestyles in schools and communities, along with increased funding for youth fitness programs," Bryant suggests.

"Building partnerships with community organizations and healthcare providers can create comprehensive programs that address various aspects of children’s health."

Tullie agrees. "Advocacy is key—pressuring the government to recognize fitness and sports as essential, reimbursable components of primary care can drive significant change. Our industry possesses the expertise to demonstrate the transformative impact of exercise."

Given that the fitness industry helps people be physically active, investing in youth fitness should be a logical extension of its offerings. Serving a range of ages improves the health of the community and can support the industry’s efforts to become more integrated in the healthcare system.

"Health clubs are the best healthcare providers there are,” says McGarvey. "We need to demonstrate that with kids as well as adults."

Bryant sees synergies between the fitness industry and healthcare.

"Integrating fitness programs with healthcare services can ensure that children receive holistic care that includes physical activity. Early intervention supports healthy development and can prevent long-term health issues."

Prioritizing youth fitness at health clubs, within local communities, and at the government level is essential to make a significant difference.

"By aligning efforts and focusing on accessibility, we can navigate the complexities of youth fitness initiatives and drive widespread change," Tullie adds. "This can start a movement that revitalizes youth fitness and ultimately reduces the healthcare burden by fostering healthier lifestyles from a younger age."

This article originally appeared in the August 2024 issue of Club Business International. View the full digital version of the issue online.