Kids Fitness: Our Industry’s Missed Opportunity—And Moral Obligation

 

Kids Fitness: Our Industry’s Missed Opportunity—And Moral Obligation

We talk a lot in this industry about wanting more people active. More people in gyms. A healthier nation. But when it comes to one of the most obvious routes to achieving that—engaging children and young people in fitness—we’re still turning a blind eye.

The vast majority of health clubs remain adults-only or, at best, reluctantly child-friendly. Yet this isn’t just a missed commercial opportunity. It’s a failure to take responsibility for the future of our industry, our communities, and our collective health.

So, Why Aren’t We Doing More?

You don’t have to look far to see the contradiction. Golf clubs—often seen as traditional and exclusive—routinely offer junior memberships at a fraction of the adult price. Why? Because they understand something many in fitness seem to miss: you attract and retain families by engaging the next generation.

It’s long-term thinking. They know that by bringing kids into their clubs, they’re not only making the sport accessible early, they’re:

• Adding value for parents (who become members or stay longer),

• Building community goodwill,

• And, most importantly, future-proofing their sport and their membership base.

Imagine if we did the same in fitness. What if we made it the norm—not the exception—to welcome kids into our gyms, run safe and engaging programmes, and instil healthy habits from the beginning?

The Drop-Off Dilemma

It’s well known that most young people drop out of sport by the age of 18–20. And the data tells us that most don’t then magically discover gyms or structured fitness in early adulthood.

But what if they were already comfortable in that environment? What if they’d grown up around fitness—not just in P.E. lessons or sport clubs, but in gyms, studios, and structured programmes that helped them understand exercise beyond competition?

We’d have fewer inactive young adults, a more engaged and loyal customer base, and a society that didn’t see the gym as intimidating or transactional, but as a normal part of life.

The Benefits to the Business

There’s a compelling moral case, but let’s talk frankly about the business side:

• More members: Engage kids and you engage parents. Family memberships can significantly boost retention.

• Community impact: Running kids programmes earns you positive press, strengthens your local ties, and differentiates your brand.

• Long-term value: A 12-year-old who falls in love with fitness could be a customer for the next 40+ years.

• Pipeline building: You’re not just getting short-term sales—you’re building a movement that supports the future of your club.

And yet, despite all this, many clubs still hesitate. Why?

What’s Holding Us Back?

Let’s be honest about the perceived barriers:

• DBS checks and safeguarding policies can feel like red tape.

• Staffing requirements go up—more supervision, more planning.

• Adult members may complain if kids are seen as disruptive.

• Space limitations make programming difficult for some clubs.

But these aren’t dead ends. They’re operational challenges, and challenges can be solved.

So, What’s the Solution?

We’re not saying every gym needs a soft play area and toddler yoga. But there are accessible, manageable ways to start making a difference:

• Offer low-cost or free junior memberships to members’ children, especially during off-peak times.

• Create instructor-led sessions so kids aren’t using adult gym space unsupervised.

• Run short-term pay-as-you-go programmes, such as 4-week fitness fundamentals for teens.

• Use weekends and holidays strategically—when adults are less likely to be in and kids need structure.

• Promote family workouts or “open gym” hours where parents can train while kids take part in safe sessions.

Not every club can do everything. But every club can do something.

This Is Bigger Than Revenue

Yes, this is an untapped commercial opportunity. But it’s also a moral obligation.

If we claim to be a health industry, we can’t keep ignoring the formative years of health.

If we say we want to improve the lives of our communities, we can’t keep locking out the one group that most needs early exposure to healthy movement.

If we want to create lasting change in public health, it can’t just start at 18.

Final Thought

The fitness industry is packed with passionate, talented people. But if we’re serious about creating a healthier, more active nation, we must start looking down the road—10, 20 years from now—and ask: who are the members of the future?

They’re not in your club yet.

But they could be.

And if we do this right—they will be.