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?
Eli Walker is a New York-based yoga teacher, actress and the founder of Drunk Yoga, Vinoyasa and Coffee Yoga. She also runs yoga retreats and puts on one-woman shows.
Josh Leve is founder and CEO of the Association of Fitness Studios, which has 13,000 members and 60 industry partnerships across the US. He has worked in the fitness industry for more than a decade where he has experience in managing health clubs and consulting for boutique studios.
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?
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.
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.
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?