January often starts bathed in the bright glow of New Year motivation. But for some, that glow quickly begins to dim. Gym plans slip. Classes get skipped. And then comes 9th January, otherwise known as Quitters’ Day: the moment many resolutions quietly fall away altogether.
At David Lloyd Clubs, we see this pattern every year. Not because people don’t care about their health and wellbeing, but because too often fitness is framed as something to push through, rather than something to enjoy.
And that’s the key point. The problem isn’t commitment, discipline or willpower. It’s something far simpler: how exercise feels.
Our latest research suggests that joy, not grit, may be the missing ingredient when it comes to sticking with fitness goals. When movement feels good, we’re far more likely to return to it. And that idea sits at the heart of a growing shift towards more playful, feel-good ways of moving.
That’s why we’re championing a different approach: one that puts joy, play and how movement feels at the centre of fitness. By encouraging adults to embrace their inner ‘Kidult’, we’re helping to lead a wider shift towards more playful, sustainable ways of moving.
Why enjoyment matters more than willpower
For years, fitness has been framed as something to endure in pursuit of future results. Push harder. Try again. Power through. But that approach doesn’t work for everyone, especially in January, when motivation runs low and pressure runs high.
Our research shows that people are far more likely to stick with activities they enjoy. In fact, enjoyment is one of the strongest motivators in the gym, while exercise feeling like a chore and a lack of enjoyment remain some of the biggest barriers to consistency.
In other words, if movement feels punishing or performative, it’s unlikely to last. But when it feels rewarding, supportive and genuinely enjoyable, habits have space to grow, whatever your starting point.
Meet the ‘Kidult’ mindset
Enter the idea of Kidulting: adults reconnecting with their inner child through playful movement. Think less structure, more curiosity. Less pressure, more freedom.
It’s not about acting childish. It’s about remembering how natural movement once felt. Running because it was fun. Jumping because it felt good. Playing simply for the joy of it.
With over half of Brits identifying as Kidults, this mindset already resonates widely. The difference now is seeing play recognised not as a novelty, but as something that genuinely supports both physical and mental wellbeing.
What Kidulting sessions feel like
This is why we’re trialling Kidulting sessions, designed to bring that sense of play into the club environment. Hosted in activity spaces, these guided sessions draw inspiration from familiar childhood games such as Capture the Flag, What’s the Time Mr Wolf, Stuck in the Mud and Parachute.
There’s no pressure to perform and no expectation to push through discomfort. Instead, the focus is on moving in ways that feel accessible, uplifting and confidence-building. Everyone is encouraged to take part at their own pace, in a supportive environment that prioritises enjoyment over intensity.
By removing the seriousness often associated with workouts, these sessions show that effective movement doesn’t have to feel intimidating. Sometimes, the most powerful motivation is simply wanting to come back.
The science behind joyful movement
There’s psychology behind this shift too. When movement feels good, the brain begins to associate it with a positive reward. And that’s where habits start to form.
Psychologist Dr Tara Quinn-Cirillo explains:
“When an activity feels enjoyable, repetition strengthens the expectation of a feel-good reward. This creates a positive feedback loop that boosts motivation – making people far more likely to keep going over time.”
This ‘joy cycle’ helps explain why playful movement can be so effective. By focusing on how movement feels rather than how it looks or what it delivers, fitness becomes more sustainable, and far more human.
Rediscovering joy, led by Mark Wright
TV and radio personality Mark Wright is joining us in championing the Kidulting approach, putting the workouts to the test and embracing the idea of joyful movement at the start of the year.
Speaking about the campaign, he said:
“I’ve been coming to David Lloyd Clubs since I was a child. Wellness has always been important to me, but at times exercise has felt more ‘grin and bear it’ than ‘grin and enjoy it’. That’s why ‘Kidulting’ at David Lloyd Clubs is something I am so excited by, and I can’t wait to help the nation rediscover some much needed joy at this time of year!”
His involvement reflects a broader cultural shift away from fitness that feels exclusive or extreme, and towards movement that supports how people want to feel in everyday life.
A more joyful way to approach January
This January doesn’t need to be about guilt, extremes or starting from scratch. It can be about easing back into movement in a way that feels supportive, inclusive and genuinely enjoyable.
As Michelle Dand, Head of Product and Programming at David Lloyd Clubs, explains:
The days of hardcore, unachievable fitness goals are over as we shift to a far more holistic view of wellness. That’s why our resolution for 2026 is to help members swerve the January guilt and embrace joy as they get moving again after a well-deserved festive break with ‘Kidulting’ moves they can try out in the gym and our new Kidulting sessions.
Because when movement feels joyful, it becomes something people choose.
To find out more about Kidulting sessions, speak to your local club.
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