Overcoming Barriers in Fitness

Despite facing barriers, women and older athletes demonstrated resilience and achieved significant results in 2024.

Themes

The Power of Community and Connection , Values-Driven Consumption

Timeframe

near-term

Subcategories

Physical Health Sports & Recreation

Impact areas

Age and fitness Fitness accessibility Gender equality in sports

Detailed Analysis

While barriers to exercise persist, particularly for women facing scheduling challenges, 2024 saw significant achievements by women and older athletes. Women's share of cyclists on Strava grew by 11%, and they were 20% more likely than men to achieve the fastest time on a Strava segment. "Still, Women Got Out in Record Numbers. Women's share of cyclists on Strava grew 11% in 2024."

Context Signals

Gender parity achieved at the Paris 2024 games Growth of weight training among women Boomers and Gen X covering more distance than younger generations

Edge

Development of flexible fitness programs catering to busy schedules Increased focus on inclusivity and accessibility in fitness spaces Targeted marketing campaigns to encourage participation from underrepresented groups

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