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Kyle Block2020/06/181 min read

Heavy Weights

After three months of lockdown, two-thirds of us are watching more TV and movies, and nearly half of us are eating more. With public gyms and recreation centers mostly off-limits, it’s probably best that pools and beaches remain closed this summer. Why don’t we all commit to staying fully clothed this year?

 

 

Prior to the pandemic, 74% of Americans report that they were very or somewhat active. Today, it’s 10% lower, despite a laudable increase in running or walking outdoors.  

 

Much of this decline is due to the one-third of Americans who used to regularly work out in a public gym but now resort to laps around the block or using the treadmill that was previously only plugged in during its annual dusting on New Year’s Day.

 

In a stark financial reality for gyms, 47% of Americans with gym a membership have already or plan to cancel.

 

Although half of Americans expect to sweat it up at group fitness classes, team sports, and yoga classes, one-third plan to stay away from indoor fitness venues. But there is room for the Zumba/gym rat/pilates addict among us — 68% of Americans with gym memberships would be willing to wear a mask if it was required. There is no masking their dedication to #fitfam.

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Kyle Block
Kyle is a global market researcher who studies behavior using a wide range of methodologies. He has designed hundreds of population and consumer studies in more than three dozen international markets, and his work has influenced global ad campaigns in emerging markets. An aficionado of maps and spatial data, Kyle holds a master’s in Spatial Analytics from the University of Pennsylvania and studied International Relations and Spanish at Claremont McKenna College.

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