“Ten Bucks for yoga and a beer in a cool vibey spot”: exploring motivations for LTPA at craft breweries

ABSTRACT

To attract consumers in an increasingly competitive marketplace, many breweries are now offering leisure time physical activity (LTPA) equipment, clubs, and events on-site. Given the growing number of craft beer entities in the U.S. opportunities may thus exist to capitalise on the popular phenomena as a means of encouraging participation in regular exercise amongst the general public. To promote engagement however, a clear understanding of motivations for participation is needed. Therefore, this paper explores why people participating in LTPA at breweries chose to engage in the experience; what they enjoyed (or did not enjoy) about the activity; and their intentions to return or not return for a future experience at the same location. Findings from interviews conducted during LTPA events at breweries in three U.S. cities revealed that people were prompted to participate by social aspects, atmosphere, timing, free beer and/or the low/no costs involved, and an overall interest in beer/breweries. Together data suggests craft breweries serve an important role in their communities; ones that extends far beyond economic impacts. Suggestions for the practical application of these findings are also discussed.

KEYWORDS:

• Run clubs
• healthy behaviour
• hospitality events
• table tennis
• yoga
• frisbee golf

Disclosure statement

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

Additional information

Notes on contributors

Alana N. Seaman

Dr. Alana N. Seaman, PhD, is an Associate Professor at the University of North Carolina Wilmington in the Tourism, Recreation, and Sport Program. Dr. Seaman’s areas of research interest include trends in American and popular culture relative to sport, leisure, and food; cultural and heritage tourism; and humanistic geography.

Lindsey Schroeder

Dr. Lindsey Schroeder EdD, LAT, ATC, CES is an Associate Professor at the University of North Carolina Wilmington in the Master of Science in Athletic Training Program. Her research interests include primary prevention strategies for mild traumatic brain injuries as well as work-life-balance, job satisfaction, and retention issues in athletic training.

Laura Morris

Dr. Laura Morris PhD is an Assistant Professor at the University of North Carolina Wilmington in the Tourism, Recreation, and Sport Program. Her research interests include leisure behavior; recreational sport and college student development; and recreation / leisure in relation to life-long health, happiness, and well-being.

Kayla Hines

Kayla Hines is a recent graduate of the University of North Carolina Wilmington’s Kinesiology and Exercise Science program. She is currently pursuing further education towards a career in occupational therapy.

Michele Abee

Dr. Michele Abee, PhD is an Assistant Professor at Bellarmine University in the Environmental Studies department. Her research interests include sustainability and leisure; geovisualization; the history of geography; and humanistic geography.