Ribble Cycles polled the nation to find out what they are looking for in a holiday this summer and can reveal that almost three quarters (74%) of Brits would consider swapping their usual holiday ventures for a fitness break.

Getting older was commonly cited as a factor for choosing an activity led vacation. Those aged 55 to 64 are most likely to make the switch (82%) from lounging by the pool to getting into the saddle, with two-thirds (67%) doing so to improve their overall fitness.

The top reason Brits are looking to go on a fitness holiday is to focus on their wellbeing (56%), followed by improving their overall fitness (55%), eating healthier (42%) and improving their mental health (42%).

Parents across the UK are also swapping ice-creams and sun seeking for activity focused holidays; 66% would consider taking their children on a fitness holiday this year.

The research also showed fitness breaks are a huge trend among stressed millennials, with more than half (55%) of participants aged between 18 and 24 stating that their biggest motivation for going on an activity based holiday is to improve their mental health.

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