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  • Why are women choosing climbing, over fitness classes?
  • Why are women choosing climbing, over fitness classes?
    Tommy Lisbin, Creative Commons (2017) ©
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How do adventure sports empower women?

To win over female customers, sports brands are presenting exercise as a way to get physically – and mentally – stronger. Women are bypassing gyms, and opting for wilderness adventures instead. What drives this shift in behaviour and how does it affect the way women perceive themselves?

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