US: The Rise in Gen Alpha’s Gym Culture

In the US, gyms are becoming Gen Alpha’s new third space: not as the traditional fitness hubs they were for adults but as family-friendly environments where kids can explore movement and autonomy. 
 
For Gen Alpha, gyms are not just places to work out, they’re places to build good habits and spend time with parents. The culture around fitness is becoming a shared family language and kids are getting fluent fast. 
 
Branded events and the rise of youth athleisure are bringing gym aesthetics into everyday life. Events and challenges such as Couch-to-5k, the 75 Hard Challenge, and Hyrox are all on the increase and offer a sense of community while still competing against yourself.    

“Me and my friend have got a gym pass for the gym near us... we only did the cardio machines - the treadmill, the step thingy and then we did planks and stuff.” – Girl, 12 

Gym culture mixes fashion & aesthetics, sport, and competition and, unlike in sports, everyone can find their place here. 
 
At Beano Brain, we’re plugged into kids’ lives 24/7 through our proprietary tools, Omnibus and the Trendspotter panel. Our syndicated products, Review, Scan, and Pulse are tracking these shifts in real-time. 

To find out more about how Gen Alpha is reshaping the fitness shape, contact our team, we'd love to hear from you!