Marketing Fitness to Kids

Whether your clients are selling apparel, equipment or sport programs to kids, they face challenges in getting kids engaged and keeping them excited about physical fitness. According to Harris Interactive, kids report participating in the following sports:

  • Basketball 63%
  • Swimming/​diving 52%
  • Jogging/​running/​cross-​country 51%
  • Bowling 48%
  • Football 46%
  • Soccer 46%

Currently 72% of kids regularly participate in an organized or team sport either inside or outside of school. And only 1/​3 of kids are physically active for an hour a day, six to seven days a week. While nearly 45% of kids drop out of a specific team or activity, at least 33% return to the activity at a later date, indicating that solid marketing programs by competing teams or sports may encourage kids and their parents to sign up for alternate sports. And as participants change sports, they'll require different equipment and apparel.

Remind your sports team and equipment and apparel clients of the importance of marketing to kids and their parents to increase levels of physical activity.

[Source: Trends and Tudes, Harris Interactive, October, 2008] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.