Kidding around: How children’s fitness is becoming big business.
Children nowadays have started to sweat it out with adults in gyms and other fitness centres, as parents have started becoming cautious and walking the extra mile to keep obesity at a safe distance from their wards. The entire idea of kids ‘working out’ and taking up different activities to enhance their fitness levels might have seemed bizarre a few years ago, but its not that way anymore. The concept is quickly becoming the new normal as parents have started getting increasingly concerned about the deteriorating health and fitness of today’s youth.
This worry is completely valid as children are hardly seen outdoors anymore — playgrounds, not only are few in numbers, but also lie idle in solitude, bereft of the rollicking activities, games of tag. Children of today are surrounded by too many screens for their parents’ liking. There is also the issue of easier and unrestricted access to all the ‘wrong foods’ that are detrimental to the health and nutrition of a child. Instant noodles are considered a treat, like positive reinforcement. If a child achieves something, she is treated to a bowl of instant noodles by her parents, so it is looked at as a reward. School canteens also serve fried and junk food that is low on nutrition. In a way, kids are no longer used to eating simple, natural food anymore.
All these factors prompt parents to send their children including both minors and teenagers to gyms or classes that help in enhancing fitness. A number of gyms have opened in the recent past that cater exclusively to kids, in addition to the existing gym chains, that traditionally focus on fitness and bodybuilding for adults, have expanded their horizons to bring in specific training sessions and activities for kids.
Tags : children's fitness#Big Business