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

Abstract

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.