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7 Foot Traffic Insights That Belong on Every Gym Operator’s Radar

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Here’s what today’s gym-goers are telling us through their foot traffic, according to new Placer.ai data that could influence pricing, programming and beyond

If it feels like fitness and wellness are having a moment, it’s not just hype.

A new report from Placer.ai, a firm specializing in consumer location analytics, reveals the impressive performance of the gym and health club sector as we hit the mid-point of the year. From evolving member habits to unexpected income patterns, Placer.ai’s insights reveal shifts that could impact everything from membership pricing, peak-hour programming and even floorplan and equipment decisions.

Here’s what the latest data tells us about the state of gyms in 2025:

The Gym Comeback Is in Full Swing

Gym-based fitness is thriving. Visits to fitness chains in Q1 2025 were 15.5% higher than Q1 2019 levels, marking a full rebound from the pandemic slump and then some.

Placer.ai attributes the uptick to several factors, including a desire for social connection, access to professional-grade facilities and a push for greater value as consumers cut back on discretionary spending and lean into their existing gym memberships.

Planet Fitness, a fan-favorite of Gen Z fitness consumers, ended Q1 with approximately 20.6 million members, an increase of about 900,000 from the end of 2024. The fitness giant has been promoting several seasonal deals this year and even opened its doors to non-members to kick back and relax with its HydroMassage chairs to beat tax season stress.

Resolution Season Shows Staying Power

In 2025, the “resolution crowd” is actually sticking around.

Unlike previous years, weekly gym visits in Q1 2025 grew steadily throughout the quarter — suggesting that New Year’s resolution momentum is lasting longer than usual. Despite brief dips during the weeks of January 20 and February 17, likely due to extreme weather, the sector still posted 2.4% year-over-year growth in overall visits.

row of treadmills at Chuze Fitness
credit: Chuze Fitness

Chuze Fitness, a high-value, low-price (HVLP) operator with locations in seven states, offers group classes and recovery options depending on location. The chain kicked off the year with a free seven-day pass for prospective new members and a campaign that embraced the common excuses members use to avoid hitting the gym — a unique, ‘keep-it-real’ approach that may have paid off. The fitness operator has also retrofitted several its Lift Lab studios, a key card access room outfitted with squat racks, platforms, glute machines and other equipment not typically seen on the main gym floor.

Gym-Goers Are Getting in Their Reps (and Recovery)

Visitor frequency is rising across leading fitness chains. In Q1 2025, more members worked out four or more times per month compared to the same period last year. Notably, it’s a trend held across both premium and budget gyms.

Massage chairs at 24 Hour Fitness
credit: 24 Hour Fitness

24 Hour Fitness is giving members a reason to linger, responding to consumer demand for recovery and performance tools with the launch of Recovery24 and Premium Fit24. Available at select clubs nationwide, Recovery24 gives members access to Hyperice Normatec compression therapy and Human Touch massage chairs in a spa-inspired setting, while Premium Fit24 offers members fully connected, intelligent training machines with built-in tutorials, personalized progression programs and workout tracking.

Cost Isn’t Dictating Loyalty

As Placer.ai points out, luxury athletic country club operator Life Time and EōS Fitness, a rapidly growing HVLP chain, recorded the highest shares of frequent visitors between January 2024 and March 2025, signaling that convenience, community and amenities may matter more than price when it comes to member loyalty.

Bottles of Kiehl's products.
credit: Kiehls/Life Time

The amenity-rich EoS Fitness, which plans to open 28 gyms by year’s end, is continuing to rollout Refresh, a new wellness-focused zone featuring popular recovery therapies like cold plunges, hot tubs and infrared saunas. For its part, Life Time continues to experience increased member engagement, with visits and revenue per membership at new highs. In addition to adding cold plunges at select Life Time locations, the upscale operator has teamed with luxury skincare brand Kiehl’s to add extra self-care panache inside select New York City clubs.

The New Face of Budget Fitness?

Though value-priced gyms are known for their affordability, Placer.ai data shows they’re increasingly attracting above-average income households. In Q1 2025, the median household income of visitors across all gym tiers exceeded the national median of $79.6K, suggesting that lower-income consumers may be ditching gym memberships altogether.

As Placer.ai suggests, the findings indicate that fitness chains at every price point may want to consider being strategic about the value and amenities they offer to keep budget-conscious members engaged.

See Also

Personal trainer working out with client
A woman relaxing at Planet Fitness in a HydroMassage lounger.
credit: Planet Fitness

Planet Fitness is expected to make a decision about a potential system-wide Black Card price adjustment following the anniversary of its Classic Card price increase, which took effect last June, bumping the Classic Card cost from $10 to $15 per month for new members.

More Time on the Floor May Mean Rethinking the Flow

The average gym visit length increased across all tiers between Q1 2022 and Q1 2025. Value gyms saw the biggest jump (from 72.4 to 74.0 minutes), possibly because members are trying to get more out of their single membership fee as other costs rise, according to the report.

Mid-range and high-end gyms saw more modest increases in visit length, though the firm notes that their averages were already higher, likely due to a variety of class schedules, spa offerings and other inviting amenities.

Still, as overall gym traffic grows, operators may want to closely monitor how long members are staying. As Placer.ai notes, floorplan and equipment improvements could help ease crowding, while offering trainer support on equipment usage and workout planning may help members make the most of their time and avoid gym floor bottlenecks.

woman picks a barbell up off the ground next to her personal trainer
credit: Crunch Fitness/CR Fitness

Planet Fitness, which is again offering teens free club access this summer and bulked up its strength training offerings, recently revealed it’s currently experimenting with changes to club layouts. Crunch Fitness, meanwhile, has embarked on a new design template dubbed “Crunch 3.0,” which offers redesigned reception and lobby areas, improved group fitness studios, additional functional training areas with turf, more strength training equipment, a dedicated recovery studio and better personal training space.

Early Risers, Evening Warriors

High-end gyms dominate the 6 to 9 a.m. morning crowd, drawing nearly 20% of their visits during the early window. In contrast, value and mid-range gyms see peak traffic in the 6 to 9 p.m. evening slot, according to the report. For operators, the data offers several opportunities to adjust schedules, add classes, or roll out off-peak perks to spread out the crowd and improve the member experience.

exterior of a Studio fitness class at VASA Fitness
credit: VASA Fitness

Vasa Fitness, a Colorado-based HVLP gym chain, recently launched Studio, which offers boutique fitness-style group fitness classes. Earlier this year, Vasa added a strength training class, Studio LFT, to its lineup. According to the chain, the investment in a variety of group fitness offerings is meant to deliver a boutique-style experience without the boutique price tag.





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Xpoint secures new growth funding to supercharge geolocation innovation for real money gaming

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HDMI Gaming Technology Lines : HDMI Licensing Administrator

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The licensing organization responsible for the HDMI standard, known as the HDMI Licensing Administrator, will present a series of technical demonstrations at the 2026 Consumer Electronics Show in Las Vegas. The demonstration will spotlight several HDMI gaming technologies that illustrate the performance characteristics of different certified cable categories within interactive gaming contexts.

At CES 2026, visitors to the HDMI Licensing Administrator’s booth can witness prototypes of the Ultra96 HDMI Cable, which was “introduced in the recently released HDMI 2.2 Specification,” alongside the Ultra High Speed HDMI Cable and the Premium High Speed HDMI Cable. The organization will highlight the high-refresh performance rate of its products, as well as their compatibility with popular portable gaming consoles and retro-style gaming systems. Supportive features like variable refresh rate and auto low latency mode will be highlighted, as well.



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Expandable eSports Laptop Models : Lenovo Legion Pro Rollable

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The Lenovo Legion Pro Rollable laptop will be showcased by the tech brand at CES 2026 as an eSports-ready hardware option that’s engineered with advanced capabilities in mind to keep gamers feeling agile. The laptop appears at first as a normal piece of hardware with a 16-inch display, but can be transformed with additional eSports gaming modes that will expand the screen to 21.5-inches or even 24-inches. The expanding functionality is accessible via a button to offer ease of transition between the various video game-focused modes.

The Lenovo Legion Pro Rollable laptop will reportedly be based on the brand’s Legion Pro 7i platform with an Intel Core Ultra processor and NVIDIA GeForce RTX 5090 GPU. The additional tech specs for the laptop are yet to be announced.

Image Credit: Lenovo



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Driving Digital Innovation: Sultan Almasoud on the Top Trends in Technology and Esports in Saudi Arabia | Morgan Lewis – Tech & Sourcing

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Dr. Sultan Almasoud, managing partner of Morgan Lewis’s Riyadh office, has been closely involved in the Kingdom of Saudi Arabia’s rapid evolution into a global hub for innovation. His insights on the questions below shed light on the trends reshaping technology and esports—and the opportunities they unlock for investors and operators entering the market.

Q&A: SULTAN ALMASOUD

1. What are the most significant technology trends currently driving growth in Saudi Arabia?

Saudi Arabia is undergoing one of the most ambitious digital transformation journeys in the world. The most significant trend is the rapid adoption of AI across government, financial services, healthcare, and industrial sectors. Vision 2030 has accelerated investment in AI-ready infrastructure, digital identity, automation, and data platforms that support new digital services at scale.

We also are seeing strong momentum in cloud migration, driven by hyperscaler expansions, data localization policies, and new solutions that make it easier for public and private entities to adopt cloud-native technologies. In parallel, fintech innovation, digital payments, and open banking are creating a dynamic ecosystem of startups, investors, and regulators working together to modernize the financial landscape.

In addition, Saudi Arabia’s giga projects are acting as large-scale accelerators for advanced technologies, while strong regulatory frameworks around data, cloud, and cybersecurity are providing international investors with clarity and confidence. Combined with significant investment in digital talent and localization, this is enabling sustainable, long-term technology-driven growth across the Kingdom.

2. How is Saudi Arabia positioning itself as a global hub for esports?

Saudi Arabia has made esports a national priority, fundamentally reshaping the sector. The launch of the Saudi Esports Federation (SEF) and the Esports World Cup, supported by major public investment commitments, has placed the Kingdom at the center of global competitive gaming.

But the strategy extends beyond events. The country is developing training academies, production studios, esports arenas, and digital platforms that sustain year-round player and audience engagement. This ecosystem-driven approach is drawing global publishers, teams, and content creators who now view Saudi Arabia as a foundational market for long-term esports growth.

3. What opportunities do you see emerging for investors and companies entering the Saudi tech and esports market?

There is tremendous opportunity at the intersection of technology, entertainment, and digital infrastructure. For technology companies, opportunities are especially strong in AI solutions, cybersecurity, cloud services, digital identity, and smart city platforms.

In esports, the most compelling opportunities lie in content creation, talent development, gaming studios, tournament production, and technologies supporting broadcasting, analytics, and community engagement. Investors who understand the regulatory environment and align with the Kingdom’s long-term vision will find a market eager for strategic partnerships.

4. What challenges should companies keep in mind when operating in these fast-evolving sectors?

These sectors are evolving quickly, which makes regulatory navigation an important challenge. Companies need to stay aligned with requirements around licensing, content regulation, data protection, and foreign investment—areas that are developing alongside the industry itself.

Another key challenge is specialized talent. Whether it’s game design, AI engineering, or esports event management, building local capability is essential. Companies that invest early in training programs, knowledge transfer, and local partnerships will be best positioned for sustainable growth.

Ultimately, success requires a long-term commitment to the market, strong local relationships, and an understanding of national priorities as the Kingdom advances its digital transformation goals.

KEY TAKEAWAYS

Saudi Arabia is positioning itself at the forefront of global innovation, with technology and esports playing central roles in the nation’s economic transformation. As investment accelerates and new digital ecosystems emerge, companies that build strategic partnerships and engage deeply with local priorities will be poised to lead. 



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Fast Switches, RGB Customization, and Next-Gen Gaming Precision

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Mechanical keyboard 2026models integrate ultra-fast switches that achieve 0.1ms actuation with under 1mm travel, allowing competitive gamers to press keys 20% faster in FPS and MOBA titles. RGB keyboards now feature 16.8 million per-key zones, enabling dynamic lighting that reacts to game events, killstreaks, or ability cooldowns. Hall-effect magnetic switches dominate the premium segment, offering adjustable actuation points from 0.1mm to 4.0mm while lasting 100 million keypresses with no physical wear. Together, these innovations deliver both tactile precision and immersive customization, making mechanical keyboards a vital tool for high-level competitive play.

Mechanical keyboard 2026 designs also focus on durability, ergonomics, and modularity. Hot-swappable switches allow players to fine-tune the feel without soldering. Aluminum chassis and gasket-mounted plates reduce finger fatigue while maintaining solid stability for marathon gaming sessions. Modern firmware supports thousands of macros, rapid polling rates, and dual-PC setups, ensuring that esports players experience consistent input across multiple platforms.

Fast Switches and Key Feel

Fast switches like Gateron KS-20 reduce actuation force to 35g at just 0.2mm depth, while optical variants eliminate debounce delays, registering inputs at 8,000Hz natively. Mechanical keyboard 2026 boards include hot-swappable sockets, allowing players to swap magnetic, linear, or tactile stems without soldering. PBT double-shot keycaps resist shine after five years of heavy use, and gasket-mounted designs reduce bottom-out impact, lowering finger fatigue by up to 30% during marathon sessions. Combined, these features enhance responsiveness, durability, and ergonomic comfort for both competitive and casual gamers.

Other innovations include per-key actuation calibration via onboard OLED displays, letting players fine-tune each switch’s sensitivity individually. Fast switches allow remapping for advanced trigger modes, such as assigning jump or crouch to rapid keypresses, boosting movement efficiency in FPS titles. Firmware support like VIA and QMK provides up to 1,000 macro layers, ensuring fluid execution of complex combos. NKRO (N-Key Rollover) maintains accurate detection of 100 simultaneous inputs, preventing ghosting during intense gameplay.

RGB Keyboards and Lighting Customization

RGB Gaming keyboards in 2026 employ addressable LEDs beneath every key, responding instantly to in-game actions, music beats, or voice chat activity. Fast switches synchronize with lighting effects to create visual feedback for ability activation or kill confirmations. VIA and QMK support advanced lighting macros across 16.8 million colors, letting players design immersive themes and reactive effects. RGB keyboards also integrate USB passthrough hubs, enabling controller charging or peripheral connections without latency interruptions.

Premium gaming screens emphasize both aesthetic and functional benefits. Aluminum chassis with acoustic foam layers tune sound profiles from soft, creamy thocks to sharp, clicky clacks, complementing per-key lighting for sensory immersion. RGB keyboards combined with modular keycaps allow instant visual recognition of critical keys, enhancing reaction times in high-pressure matches. Firmware updates maintain compatibility with new software and games, ensuring that RGB functionality evolves alongside gaming trends.

Build Quality and Advanced Features

Mechanical keyboard 2026 models focus on robust materials and ergonomic design to support competitive play. Aluminum top plates weigh around 1.2kg, stabilizing 60% or full-size layouts, while foam and gasket mounting reduce vibration and noise. Fast switches with Hall-effect sensors allow precise calibration and onboard memory, storing personalized actuation and lighting settings.

Other features include multi-device support, 8,000Hz polling across dual-PC setups, and modular layouts for hybrid gaming and productivity. High-end models provide long-term durability, with switches rated for 100 million keypresses and chassis built to withstand sustained pressure. These designs ensure that both casual players and esports professionals can maintain peak performance over years of intense use.

Key Features:

  • Aluminum top plates provide stability and long-lasting structural integrity.
  • Foam and gasket-mounted designs reduce vibration, noise, and finger fatigue.
  • Hall-effect fast switches allow precise per-key calibration and storage.
  • Modular layouts and multi-device support enhance versatility for gaming and work.
  • 8,000Hz polling ensures sub-ms latency across dual-PC or multi-system setups.
  • Switches rated for 100 million keypresses guarantee long-term durability.

Conclusion

Mechanical keyboard 2026 models with fast switches and RGB keyboards redefine both competitive precision and immersive gameplay experiences. Adjustable actuation, ultra-fast response times, and reactive per-key lighting provide measurable advantages in esports, allowing players to execute rapid combos and maintain visual awareness under intense pressure. Durable materials, modular layouts, and advanced firmware ensure 10+ years of relevance, keeping performance consistent even as switch technology evolves. Combined, these innovations set a new benchmark for gaming keyboards, making them an indispensable tool for casual enthusiasts and professional gamers alike.

Frequently Asked Questions

1. What makes mechanical keyboard 2026 switches faster than older models?

Mechanical keyboard 2026 switches achieve 0.1ms actuation with minimal travel, reducing input delay. Optical switches eliminate debounce entirely. Hot-swappable designs allow users to optimize each switch type. Together, they improve reaction times in competitive gaming.

2. How do RGB keyboards enhance gaming performance?

RGB keyboards provide per-key lighting for instant visual cues on ability cooldowns, killstreaks, or critical keys. Reactive effects improve reaction speed in high-pressure scenarios. Custom macros allow lighting to indicate complex input sequences. This combination merges aesthetics with functional gameplay advantages.

3. Are fast switches durable enough for long-term use?

Yes, Hall-effect and magnetic switches are rated for 100 million keypresses. Gasket-mounted designs reduce mechanical wear and finger fatigue. PBT double-shot keycaps resist shine and degradation. Long-term durability ensures consistent performance for years.

4. Can mechanical keyboard 2026 models support multi-device setups?

Many models integrate USB passthrough hubs for peripherals and dual-PC support. 8,000Hz polling ensures sub-ms latency across connected devices. Firmware allows separate profiles per device. This setup guarantees smooth operation for both gaming and productivity tasks.



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How Schools Are Powering the Future of Competitive Gaming Education

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The world of esports has rapidly shifted from a niche form of entertainment to a central component of competitive gaming education. As 2026 approaches, academic institutions across the globe are embracing the opportunities that digital competition presents.

From high school classrooms to university campuses, structured gaming programs in schools are transforming how students learn, collaborate, and prepare for the digital economy.

The Explosive Rise of Esports in Education

Esports, once dismissed as mere gaming, now attracts millions of players and spectators around the world. Educational institutions have taken notice. The steady growth in digital engagement, streaming culture, and student interest has pushed schools to formally integrate esports into their extracurricular and academic offerings.

By 2026, experts project that school-based esports participation will surpass that of traditional high school sports in some regions. The digitization of competitive gaming aligns with broader trends in modern education, where technology, inclusivity, and creativity intersect to form new learning pathways.

What Is Esports and Why Is It So Popular Among Students?

Esports refers to organized, competitive video gaming, often involving professional players and teams. Unlike casual gaming, esports involves structured tournaments, ranked leagues, and strategy-based team play across popular titles such as League of Legends, Valorant, and Rocket League.

For students, esports blends entertainment with purpose. It enables individuals who may not participate in traditional athletics to compete, build communities, and express creativity. The widespread availability of gaming hardware, streaming tools, and online platforms has lowered the entry barrier, making esports more accessible than ever.

Moreover, the social component is powerful. Online tournaments and school leagues foster connection across diverse backgrounds, helping students develop coordination, leadership, and interpersonal skills, traits that are increasingly valuable in both academic and corporate environments.

How Are Schools Launching Esports Programs?

Many schools have already launched formal esports programs, driven by student demand and institutional recognition of esports’ educational potential. Universities in the United States, South Korea, and the Philippines are establishing dedicated esports departments that oversee teams, manage scholarships, and organize intercollegiate competitions.

High schools are following suit. Some districts are converting computer labs into esports arenas equipped with high-performance PCs, ergonomic setups, and broadcast equipment. Others collaborate with gaming companies to create mentorship and training initiatives, blending classroom theory with real-world competition.

These gaming programs in schools go beyond playing. They involve curriculum design, technical training, and content creation workshops that align esports with the broader educational framework. Students learn not only how to compete but also how to analyze performance data, manage teams, and produce digital media.

What Do Students Learn from Competitive Gaming Education?

The rise of competitive gaming education is reshaping the skillsets associated with modern learning. Students gain more than just gaming proficiency, they develop critical thinking, multitasking, and collaboration abilities. These programs emphasize transferrable skills such as problem-solving, adaptability, and emotional regulation under pressure.

Esports also complements existing curricular areas. Game strategy mirrors elements of mathematics and physics, while coding and hardware management connect directly to STEM learning. Instructors use esports to teach topics such as network infrastructure, software development, and game design.

Beyond academics, competitive gaming encourages inclusivity. Students of all genders, backgrounds, and physical abilities can participate on equal footing, fostering school pride and teamwork in digital spaces.

How Big Will Esports Be by 2026?

Industry analysts predict that esports in 2026 will be valued at over $2 billion globally, with an audience exceeding 800 million. This rapid growth is fueled by live-streaming platforms, increasing sponsorship deals, and more educational integration.

Esports’ reach continues to expand beyond traditional entertainment. Virtual reality and augmented reality are enhancing gameplay engagement, while blockchain-based tournament systems are adding transparency to competition and prize distribution.

The integration of AI analytics is also reshaping coaching methods. Educators and team managers are using data-driven insights to assess player performance, optimize team composition, and develop customized training regimens. As schools adopt these same analytical tools, competitive gaming education enters a new era, where digital literacy and innovation drive progress.

What Challenges Do Schools Face in Running Esports Programs?

Despite the enthusiasm surrounding esports, schools still face practical and ethical challenges. One major concern is balancing academics with gaming commitments. Without structured supervision, students may risk excessive screen time or burnout.

Institutions are addressing this by introducing strict schedules, physical activity requirements, and mental health counseling. Another challenge involves funding. Setting up professional-grade arenas and securing reliable hardware demand significant investment. Public schools in particular rely on sponsors or partnerships with tech firms to maintain program sustainability.

Finally, schools must train or hire qualified esports coaches who understand both the educational context and the competitive scene. This dual expertise ensures that gaming remains an avenue for learning, not just recreation.

Success Stories: Schools Leading the Way in Esports Education

Several schools around the world have already demonstrated how esports can enhance education. In the United States, the High School Esports League (HSEL) connects thousands of students nationwide, fostering academic engagement and teamwork. Schools such as Miami University and the University of Utah became early adopters of varsity esports teams, setting benchmarks for collegiate competition.

In Asia, South Korea remains a trailblazer. Its government has integrated esports into youth programs, emphasizing both technical training and player well-being. Meanwhile, in the Philippines, some universities have begun offering esports courses as part of information technology programs, mirroring global trends toward curriculum innovation.

These examples prove that when implemented responsibly, esports programs can increase student enrollment, improve school visibility, and create bridges between education and industry.

The Future of Competitive Gaming Education Beyond 2026

Beyond esports 2026, the intersection of competitive gaming and education will likely deepen. Analysts foresee a future where esports becomes as normalized as traditional athletics, with intramurals, leagues, and international tournaments structured at school and university levels.

The global shift toward online learning has also paved the way for hybrid esports education models, combining remote play with in-person coaching. Additionally, certifications in health and psychology related to esports are expected to emerge, helping educators manage player wellness and team dynamics effectively.

Cross-border collaborations may soon unite students from different regions in global esports competitions, promoting cultural exchange and digital diplomacy through gameplay.

Frequently Asked Questions

1. Can esports help improve students’ academic performance?

Yes. Organized esports can boost focus, strategic thinking, and time management. Students in competitive gaming education often show stronger problem-solving and teamwork skills that support academic success.

2. What are the career opportunities for students who study esports?

Students can pursue careers in event management, broadcasting, analytics, marketing, and game design. Many esports 2026 programs also prepare graduates for tech and media-related fields.

3. How do schools choose which games to include in their esports programs?

Schools select games that promote teamwork, critical thinking, and inclusivity. Titles like Rocket League and League of Legends are common in gaming programs in schools due to their balance of strategy and accessibility.

4. Do esports programs promote diversity and inclusion in education?

Yes. Esports welcomes students from all backgrounds, offering equal opportunities regardless of physical ability or gender. Many schools use competitive gaming education to foster inclusivity and community.



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