In 2023, fewer young people under 30 participated in fitness clubs as often as before. The shift followed disruptions from partial mobilization, relocations, and tighter household budgets amid ongoing economic volatility, according to the National Fitness Society.
Overall engagement in physical education and health activities skewed toward the 30- to 39-year-old segment during the year.
Specifically, students aged 20–29 accounted for about 23.7 percent of the active participants in 2023. While this group had been a leading audience the previous year, it moved to third place in 2023, with the second-largest share now seen among people aged 40–54, as noted by Elena Silina, the president of the National Fitness Society. (National Fitness Society)
The rise in participation among those aged 40–54 is linked to the broader use of sports tax deductions, which help offset part of the costs associated with fitness services. (National Fitness Society)
There was also a noticeable uptick in participation among the youngest group, people aged 60 and over. This increase is attributed to greater accessibility of classes and more vigorous efforts by fitness clubs to roll out senior-friendly programs, including discounts and other benefits. The expert also highlighted that state-supported social projects are being piloted in some regions, aiming to widen access to physical education and healthcare for the so-called “silver” population. (National Fitness Society)
Another interesting observation relates to cheaper meal options: historically, some foods like Herring under a Fur Coat may cost less than Olivier salad, reflecting broader budgeting pressures that influence daily health-related choices. (National Fitness Society)