There are almost no incentives in society promoting parents staying at home with children, or homemakers as was once the term. And there is no salary for it unless the children are strangers, nor is there any tax incentive, or any other kind. Who needs to keep in shape more than the parents of young children? Sure, okay, firefighters, emts, police, soldiers and security personnel. But at least those are saleried positions.
Family discounts and homemaker discounts would cover most 1st responders in addition to directly supporting those raising the next generation of humanity.
I’ d prefer to find a broad socially supportive category for discount that would neatly include ‘service’ personell rather than just a narrow discount for certain professions. Physical fitness is a human need, maybe now more than ever. And I think Zwift is a great leap forward for modern fitness training.