May is Mental Health Awareness Month. Originally established in 1949, its original goals were to help destigmatize mental illness after an increased number of veterans were suffering mental health distress after returning from WWII.
In our time, the COVID-19 pandemic highlighted for many the importance of mental health. So much has been written about the topic in recent years that it may be tough to imagine that it was once - and not too long ago - a taboo subject. Even about a decade ago folks were less likely to open up and share their mental health struggles and questions. Instead, these feelings were often bottled up or shared only with one’s closest confidants. In 2012, for example, about 34 million adults in the United States received mental health treatment or counseling, compared to nearly 56 million in 2022. That’s over a 30% increase in just ten years.
Spurred in part by the pandemic, but also by a general trend towards holistic lifestyles and emotional well-being, mental health has taken a giant step into the spotlight lately. Literally hundreds of articles, podcasts, and shows have centered their message around mental health, with endless tips, tricks, and hacks on how people can manage it to the best of their ability. These suggestions typically center around diet, sleep, practicing gratitude, and engaging in some type of movement or exercise. While it may not take much research to understand how much sleep is needed, guidance on the best diets, gratitude practices, and exercises are some of the most sought-after topics regarding mental health.
At Talk Shoppe we’ve seen the interplay between mental health and exercise first-hand. According to a global study we conducted among 4,500 runners and cyclists in the United States, United Kingdom, and Brazil, about 9-in-10 (89%) say they participate in fitness activities for mental health benefits, primarily to reduce stress (46%) and feel happier (41%).
“I can be my best self whether that’s for me or for other people. You can’t pour out an empty cup. You can’t be there for people if you don’t take care of yourself.”
— Alex, research participant in the UK
The relationships we keep and the interactions we seek are also key pieces of the puzzle when working towards, and maintaining, a healthy state-of-mind and emotional well-being. Fitness communities are a great way to combine exercise and personal relationships in the journey towards bettering one’s mental health. In the same survey mentioned above, we found that over half (55%) of those who actively exercise for its mental benefits are part of an in-person or online fitness community.
For those combining community and exercise, the biggest motivators for their continued participation in a fitness community are:
Social interaction benefits (cited by 67% of them): socializing, sharing progress, and forming friendships with people who share in their interests.
Positive affirmation (cited by 69% of them): getting positive feedback and motivation from group members who may better better understand their experience.
“I like to be part of the community, so I go to the studio two times a month at classes just to meet new people as well and interact with the instructor. But I also do yoga at home just to keep the routine going and just a little bit of stretching and keeping my body in check.”
— Anh, research participant in the UK
Still, “community” can be a charged word for some people, as it conjures a constant commitment to others that not everyone is always ready to embrace. At least not all the time. That’s why one revealing insight from our research was that not all fitness communities need to be active and ongoing at all times to work. Put differently, an “always-on community” vibe is not needed for the social and mental health benefits to kick in. A successful and impactful fitness community can be passive as much as it can be active:
However, as easy as it is these days to get the answers on what promotes better mental health, putting those answers into action can be the biggest challenge of all. And that’s where fitness and wellness brands can come in, by creating spaces that allow for community, support, and encouragement. By offering a space for people to come together around exercise and fitness, whether it be actively or passively, brands can help people along on their mental health journey, and build a loyal following in the process. According to our survey, fitness influencers are the top source for fitness advice seekers in the United States, which represents additional opportunities for brands to get involved in the form of collaborations, co-creation, and sponsorship deals.
As the world continues to open up post-pandemic, and as people continue to pay closer attention to their social and emotional well-being, fitness communities will likely grow in popularity. Brands have a low-hanging opportunity to be a part of this exciting world, and get involved in that sweaty and purpose-driven journey that combines exercise and mental health.
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