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COVID-era teens have grown into health-conscious adults.
In our 2025 College Report, we found that the COVID-19 pandemic has shaped college students' desire for in-person connection and their perspective on health and wellness.
In February 2025, we conducted a national survey asking college students about their hopes, challenges, motivations, and goals.
The research is based on responses from 1,803 students who participated in the survey, representing 67 colleges and universities across 29 states in the continental United States.
Contrary to popular belief, college students are not cheap. In fact, 53% of students say that the quality of a product or service matters more than the cost when it comes to personal care.
Students are willing to invest in their physical and mental well-being, which means you can approach more premium clients.
For many students, college is the first place they will be exposed to alternative forms of exercise. Consider working with studios or clubs specializing in specific forms of exercise.
Activities like pilates, yoga, HIIT classes, cycling, boxing, or barre, where a professional can provide instruction, are great options for introducing students to these exercises.
Not only are students seeking a space to improve their health, but they’re also seeking community and connection.
You may come across a client who is harder to convince. They may say something along the lines of, “No college student is going to pay $40 for our classes,” or “I don’t think college students are exactly our demographic.” Here are some ideas for navigating the conversation.
Out of budget → “You’d be surprised, college students are more likely to subscribe to more premium classes or services because of how they prioritize physical health.”
Not our demographic → “You’re right, they may not ‘traditionally’ be your key demographic, but we’ve actually found that a majority of college students are looking for ways to get out of their comfort zone, and I think your studio would be a great environment for that!”
Don’t you have a school gym? → “We do! Many students find the space intimidating, but still want to find community. I think taking one of your group classes can really help students find their people.”
Don’t be afraid to throw in any of the statistics you’ve learned from this article when navigating these conversations.
Add your local run club or recreational sports team/league to your prospecting list as well to help ease your student body into social spaces.
To encourage proper recovery, consider partnering with physical therapists, massage therapists, or nutritionists in your area.
Juggling conflicting priorities as a young adult can be challenging, as it involves stress about one's future, financial issues, and health concerns. Partner with mental health counselors, local therapists, or other specialized counselors who can support your student body.
The COVID-19 pandemic has significantly impacted today’s cohort in their approach to prioritizing mental and physical health. Contrary to college student stereotypes, they’re willing to pay for quality products and services when it comes to personal care.
Use this insight to inform your advertising strategy and prospect clients that you’d formally consider out of range for students.
Get started today with this free prospect list template, and contact your Flytedesk account manager today to workshop your ideas.
We’re here to help with whatever you need, from navigating our resource hub to unlocking more training and support for your student media organization. Reach out to us via email, or set up a 1:1 coaching session.
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