Over 50% of men getting married in the US say they don’t want the standard bachelor party. They're swapping strippers and heavy boozing sessions for some quality time with their mates instead. But what’s behind this shift? And what does the modern stag do look like?

Extreme sensation seeking is going mainstream. In just two years, nearly half a million people have signed ‘Death Waivers’ with experience company Tough Mudder. How can brands tap into this desire to feel alive?

When you think of golfers, images of retired men, dressed in whites strolling around the course spring to mind. Topgolf, with its ‘entertainment centres’ are trying to change that. And it’s working; 64% of customers at Topgolf are aged 18 to 24. So what is Topgolf doing to engage this audience?

Since Bradley Wiggins became the first British cyclist to win the Tour de France and star coach David Brailsford helped the GB cycling team win several Olympic golds, cycling has hit the mainstream. More than two million people cycle at least once a week in the UK.