Physical Activity and the Social Connection
The announcement that group sport and physical activity looks set to return in the coming weeks (1) is a welcome sign that things are finally taking a more positive turn in the fight against the pandemic. It is heartening to see that helping people return safely to a range of opportunities to be active has been prioritised in the Government's ‘Roadmap’ as one of the earliest services to resume (2).
As sport and physical activity groups, businesses and facilities up and down the country begin to unravel what this means for them, we've been reflecting on why this decision is so important and how the sector can capitalise on the opportunity it presents.
There has certainly been no shortage of chances to be keep active over the last 12 months, with increases in walking, running & cycling as well as an explosion in online fitness content for people to use at home. And yet as the year wore on, activity levels have continued to fall away (3). The winter weather no doubt played its part, as well as practical considerations for some; like limited internet connection, insufficient space to workout at home or lack of access to safe and appealing outdoor spaces; however this doesn't tell the whole story and there is something bigger than this at play.
One of the things that has been universally difficult about this year is the social separation. Whether it's hugging your best friend on their birthday or banter with colleagues after work, these small moments in ordinary times add up to such a huge part of our lives; our sense of wellbeing and our sense of who we are.
And at its best, sport & physical activity is full of these moments of social connection, bringing people together for exchanges of sheer joy, satisfaction and elation. The moments that we miss are the kick-about with our mates, watching the match down the pub or training together for an event. Celebrating the highs and laughing together when it doesn't quite go to plan. This underscores that exercise isn't just about getting fit, or even about the long-term benefits to physical and mental health, but about something much more fundamental than that.
Of course there are those whose habits have changed, those who say they'll never go back to a gym again (4), but as the sector unwraps in the glow of early Spring many will be drawn to take part in the wide range of possibilities the sector has to offer. This will include both self-confessed addicts who have counted the days until they could return and also a new wave of participants, keen to take advantage of the new found freedom and opportunity.
With facilities forced to close for as long as they have, leagues left unfinished, classes cancelled, many have feared for the future of the sport sector; worried what would be left in the clamour for recovery support. There is no doubt then, that the sector will embrace demand this coming Spring as a lifeline and an opportunity to rebuild.
But to truly get the most from this moment in time Proper Active believe social connection should sit at the heart of the sector's response. It has been more than shown this year that there are plenty of ways people can keep fit on their own in and around their homes, should they choose; but when they reach out they are looking for something more, something real, and something which connects them to other people.
There is a lots to do before the restart, not least ensuring Covid safe environments, which will be a key priority for people choosing to return (5). The temptation in this climate will be to do what we've always done, but this would be a wasted opportunity. We have a unique chance to look at everything we do through a new lens, from our marketing to our cool downs, and think about how we can play to the almighty strength that social connection provides.
It may not feel like it now, but the moment will pass and the dominance of the pandemic will fade as people slowly create new routines or fall back into old ones. Whether activity is part of that in the long-term depends on those first experiences (6); so rather than have people come to a class to focus solely on training, let's give them an experience filled with social connection that they will want to keep coming back to.
If you'd like to talk about your future plans, get in touch with Proper Active on info@properactive.co.uk for a FREE initial consultation.
(1) School and organised outdoor sport and physical activity to return next month | Sport England
(2) COVID-19 Response - Spring 2021 - GOV.UK (www.gov.uk)
(3) Coronavirus | Sport England
(4) Covid exercise: 'I'll never go back to the gym again' - BBC News
