Promotion of leisure-time physical activity by craft breweries in Knoxville, Tennessee

ABSTRACT

There exists literature written on connections between alcohol consumption and physical activity, but no research has been conducted to assess co-occurrence of these as paired behaviours. However, a growing collection of popular articles point towards a particularly unique relationship between craft beer and leisure-time physical activity (LTPA). To empirically describe this phenomenon, the research objective was to profile craft breweries in Knoxville, TN regarding prevalence/type of LTPA promotion and its relation to neighbourhood built environment factors. Data from breweries (N = 13) were collected using electronic surveys, content analysis of Facebook, and Walk Score metrics. Analyses included descriptive and frequency statistics, non-parametric correlations, chi-square, and Mann-Whitney tests. All craft brewery respondents (N = 10) indicated hosting group activities (median = 4/month). Although a relatively small proportion (3.7%) of Facebook posts mentioned LTPA, the frequency with which these posts occurred was inversely related to shopping, culture, dining/drinking, and walkability scores (r’s = −.503 to −.831, p’s<.05). These findings point to craft breweries as potential entry points for LTPA promotion, warranting further research regarding patron behaviour and perceptions. We discuss our findings in relation to the role of craft breweries in neighbourhood revitalisation, as well concerns regarding aspects of diversity.

KEYWORDS:

• Exercise
• built environment
• health promotion
• craft beer

Acknowledgments

The authors would like to thank Matt McMillan for his insight during the design of the survey and facilitating its distribution through the Knoxville Area Brewers Association listserv.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

No funds were utilized to support the current research study.

Notes on contributors

Kelley Strohacker

Dr. Kelley Strohacker is an Associate Professor (exercise physiology) in the Department of Kinesiology, Recreation, and Sport Studies (KRSS) at the University of Tennessee, Knoxville. Her research focuses on developing adaptive, participant-responsive programming to support maintenance of regular exercise behaviour. Her work draws from theories pertaining to behaviour change, exercise-related affective valence, and periodisation.

Eugene C. Fitzhugh

Dr. Eugene C. Fitzhugh is an Associate Professor (physical activity epidemiology) in the Department of Kinesiology, Recreation, and Sport Studies (KRSS) at the University of Tennessee, Knoxville. His primary area of research revolves around the dose-response relationship of physical activity to chronic diseases across the lifespan. He largely conducts secondary data analysis on datasets from the National Health and Nutrition Examination Survey. His work has contributed to publications focusing on hypertension, obesity, diabetes, major depressive disorder, and the metabolic syndrome. A secondary research focus is in area of how the built environment can promote or hinder physical activity.

Angela Wozencroft

Dr. Angela Wozencroft is an Associate Professor in the Department of Kinesiology, Recreation, and Sport Studies at the University of Tennessee. Her research focuses on professional issues in Therapeutic Recreation, spiritual wellbeing and compassion fatigue of Therapeutic Recreation professionals, and the benefits and outcomes of two major service-learning programmes offered in the Therapeutic Recreation concentration at the University of Tennessee

Paula-Marie M. Ferrara

Paula-Marie M. Ferrara is an exercise physiology doctoral student in the Department of Kinesiology, Recreation, and Sport Studies (KRSS) at the University of Tennessee, Knoxville. Her primary area of research focuses on behavioural intervention development for athletes who have transitioned out of sport in order to promote long-term exercise and physical activity behaviours.

Cory T. Beaumont

Cory Beaumont is an exercise physiology doctoral student in the Department of Kinesiology, Recreation, and Sport Studies at the University of Tennessee. His research focuses on the affective responses and perceptual experiences pertaining to physical activity and resistance exercise, as well as periodisation, with the overall goal of promoting long-term exercise adherence.