Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • People are looking for a workout that’s also fun
  • People are looking for a workout that’s also fun
    Bruce Mars (2018) ©
REPORT

Why are people mixing exercise with indulgence?

From ‘drunk yoga’ to ‘no-shower happy hour’, fitness and indulgence no longer have to be separate entities. Exercising is not enough – people want to create a social event out of their workouts. With more choice than ever when it comes to fitness, what are the factors driving this Gen Y-led trend?

Location United States

Scope
Amid growing awareness of anxiety and loneliness, people are starting to recognize that spending time with others in real life is not a luxury, it’s a necessity – their physical and mental health depends on it (as does their Instagram feed, if nothing else). For fitness providers, many of whom are struggling to survive in a crowded market, this is providing inspiration for events where visitors can both socialize and exercise at the same time (often with an indulgence element built into the ‘cool down’). Fast-food brand Shake Shack puts on monthly hour-long runs around the ...

Canvas8

Related

  • Article image BRRRN: frigid fitness for novelty-seeking New Yorkers

    Americans are now looking to the cold for its calorie-burning and health benefits. But can plunging temperatures really improve a workout? Manhattan-based Brrrn is attracting hot and bothered New Yorkers with its novel ‘refrigerated’ workouts based on science.

  • Article image Peloton: an at-home fitness cult

    With energetic instructors broadcasting live workouts and a social community that motivates users to exercise often, Peloton bridges the gap between boutique studios and the growing home fitness market. But why are people opting for virtual, on-demand spin classes over a visit to their local gym?

  • Article image Rumble: body-sculpting boxing for Gen Yers

    For many Gen Yers, taking a class at a boutique fitness studio is about more than health – it’s part of an entire lifestyle. New York-based Rumble taps into their desire for experiential exercise, offering boxing-themed group workouts in surroundings that replicate a club night out.

  • Article image KOBOX: the rise of boutique boxing for women

    Boxing has already shaken up boutique fitness in the US, and it’s now arrived in London with KOBOX, which offers a non-contact version of the sport where people learn to throw punches and fight in a ring. Why are women swapping a slog on the treadmill for something a lot more powerful?