Economic Squeeze: How Rising Living Costs Impact Physical Activity Levels
Krissy Vann | Host, All Things Fitness and Wellness
The rising cost of living, fueled by a combination of the pandemic, the Ukraine conflict, supply chain disruptions, escalating interest rates, and inflation against the backdrop of low wage growth, has had a global impact, resonating deeply in sectors like fitness and wellness. This economic shift, extensively analyzed by Sheffield Hallam University for Sport England, is reflective of broader trends seen across North America, including Canada, where similar factors have led to significant financial strain on households.
The Sport England Active Lives Adult Survey reveals a nuanced picture of physical activity in England, with 63.1% of adults meeting the recommended weekly exercise goals, a return to pre-pandemic levels. However, this headline figure masks underlying disparities: men are more active than women, activity levels decline with age, and people with disabilities or health issues are less active than those without. Most strikingly, individuals from the most deprived areas are significantly less active than those from affluent areas.
These disparities extend to children and young people, where boys are more active than girls, and those from less affluent families are less likely to be active compared to their wealthier counterparts. The rising cost of living has exacerbated these inequalities, as lower-income households, which spend a larger proportion of their income on essentials, have less disposable income for activities like gym memberships or sports clubs.
For individuals, especially in lower-income brackets, the challenge now lies in finding affordable ways to stay active. Free or low-cost alternatives like walking, cycling, or home workouts are becoming more popular. For families, this might mean prioritizing free community activities or seeking out budget-friendly sports programs for children.
Looking forward, while the forecast suggests that inflation might return to target levels by the end of 2024, and living standards to 2021/22 levels by 2027/28, these statistics highlight the ongoing challenge of ensuring that physical activity and wellness are accessible to all. The fitness and wellness sectors, therefore, face the crucial task of adapting to these changing economic realities. This involves finding innovative ways to make fitness accessible and affordable, particularly for those hardest hit by the economic downturn.
Elevate Your Expertise: Tune in to Our YouTube Channel for Exclusive Podcasts with fitness and wellness Industry Titans and Game-Changers
