As gyms battle post-January drop-off, David Lloyd Clubs is introducing “kidult” classes — playful, nostalgia-driven workouts designed to make exercise feel more fun and sustainable
While many people are still riding the momentum of New Year’s resolutions, finding motivation and building sustainable fitness habits are still difficult as clubs look to retain new members.
U.K.-based David Lloyd Clubs is trying a different approach to make fitness more fun, hoping that will incentivize people to stick to their goals. The health club chain is launching a range of new classes, which emphasize fun and play, branded as “kidult” experiences.
“When an activity feels enjoyable, repetition strengthens the expectation of a feel-good reward,” noted psychologist Dr. Tara Quinn-Cirillo. “This creates a positive feedback loop that boosts motivation – making people far more likely to keep going over time.”
The “kidult” classes incorporate guided sessions that reintroduce the joy of play into adult health and wellness, inspired by nostalgic childhood games like “What’s the Time Mr. Wolf,” “Grandma’s Footsteps,” hopscotch, tag and wheelbarrow races. They’re currently being trialed at select clubs.
It’s the brand’s answer to Quitter’s Day, a day ubiquitous for when people tend to fall off of their New Year’s goals. David Lloyd asserts that the issue isn’t commitment, discipline or willpower, but rather how exercise feels in the moment.
That’s where the “kidult” principle comes in. Encouraging members to embrace their inner child could lead to a wider shift towards more playful, sustainable exercise formats, drawing upon the idea that the more people enjoy their movement, the more likely they are to stick with it.
The fitness chain found that over half of U.K. adults are already reconnecting with their inner child through playful movement and “embracing their inner kidult.”
“We want to further encourage this and help people take inspiration from their childhood when approaching health, fitness and wellness,” said Michelle Dand, the head of product and programming at David Lloyd Clubs. “Consistency grows when exercise feels supportive, not demanding and most importantly when it’s fun.”
The face of the campaign is British TV and radio personality Mark Wright, who has tested the “kidult” workouts, including a prototype exercise bike — the Joyride — that resembles the cars many adults pedaled as children.
