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

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

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 ...



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