PureGym is encouraging people to step away from their screens and go for a walk, in a new initiative timed to coincide with Mental Health Awareness Month.
The low-cost gym operator commissioned Media Insight to find out how much people are scrolling and the findings were shocking. The nation's thumbs are moving an average of 2.8km a week as they trawl through social media.
PureGym is encouraging people to switch out the 2.8km thumb scroll for a 2.8km Joy Stroll. This is intended to offer a simple, achievable way for people to replace phone use with movement, fresh air and connection.
Scrolling is a damaging habit with mental health repercussions – 91 per cent admit they continue to scroll even though they know they should stop.
Seventy nine per cent have experienced at least one physical symptom linked to extended periods of scrolling, including poor sleep (32 per cent); low energy (21 per cent) and brain fog (15 per cent).
Many said the habit leaves them feeling guilty, unmotivated, drained or anxious.
It delays sleep for 53 per cent, as well as getting out of bed for many. Eighteen per cent say they have skipped exercise as a result.
Only 53 per cent feel in control of their habit, with younger adults and women among those struggling the most.
Barney Harrison, group chief customer officer at PureGym says: “Joy Stroll is all about reclaiming time and turning a mindless habit into a brilliant, feel-good moment. Swapping 20 minutes of phone time for a bit of fresh air and movement is a total game-changer for your headspace. It’s simple, it’s fun, and we can’t wait to see the nation step away from the screen and into their stroll.”
The Joy Stroll movement launched in Manchester on 28th May, hosted by TV personality Chris Hughes. Participants completed a 2.8km guided walk, featuring a series of interactive “glowments”, including a smoothie shot station, compliment exchanges and music and creative activities designed to boost mood and encourage connection.
Now PureGym is encouraging people across the UK to take part in their own Joy Stroll. Further community activity and social participation is planned to grow the movement.
ENDNOTE
This is a timely initiative, given that UK doctors have said this week that social media is as bad for young people as smoking.
Children have died as a result of social media use.
Parents of young victims met with Prime Minister, Keir Starmer, this week to lobby for a ban on social media use for under-16s, as has been enforced in Australia. Technology Secretary, Liz Kendall, has said new measures will be introduced by the end of 2026.
This is an opportunity for gym operators to get ahead of the curve by starting the conversation on intentional phone use and encouraging members to swap out scrolling for exercise.
This isn’t a benign habit, the consequences are serious and can’t be ignored, so it’s great to see PureGym tackling this issue in a fun and community-driven way.
Fitness First is an early adopter of digital wellness technology, Kip – a tap-on tag which disables chosen apps while allowing some relevant smartphone functions to remain active. This offers a simple way of encouraging under-16s not to use social media in gyms and although it can't be enforced, it starts the conversation.
Kip founder, Shaun Traynor, says he’s early to this issue and some people still need convincing, but he stresses it's an important issue: “Once people smoked on planes and in offices. Then we put horror images on the packets to stop them. Social media is on the same journey, just 20 years behind. The question isn’t whether this is a health issue. We’re past that. The question is who’s going to coach the world through it. Nobody taught us how to use these devices. That has to change.”
