Generation Alpha is driving demand for fitness and health services according to figures released by ukactive, as it publishes new guidance to support fitness and leisure facilities engaging children and young people.
A survey of more than 1,000 children aged seven to 14 found that nearly half (49%) of children and young people say they want to be fit and healthy as they grow into adulthood, demonstrating a mature awareness of personal health and wellbeing.
Conducted with kids and family insight agency Beano Brain, the poll also found that 48% of children say they believe it is “important to keep physically active to be healthy”, signaling early recognition of its importance.
Source – UK Active