The pandemic has accelerated the number of people exercising from the comfort of their homes, but it is a trend which existed long before the crisis. It's not only about convenience. How is the personalisation and socialisation of fitness tech changing the workout space?
The launch of Nike (M) marks a turning point in the visibility of active women who want to continue exercising while pregnant and during the postpartum period. Historically underserved, Nike is catering to women looking for activewear that suits and supports the needs of their changing body.
Zoom dance classes, living room yoga, and hour-long walks have become common activities during COVID-19 lockdown. But how much are people really focusing on fitness? Canvas8 spoke to 16 people to find out how their attitudes towards exercise have changed as a result of the pandemic.
Body positivity began as an inclusive movement, but is now dominated by curvy, white women who fit traditional beauty structures. In what ways does the concept of ‘body neutrality’ differ to promote positive self-perceptions? And how can brands help break the cycle of self-hatred?
Athletes and fitness enthusiasts are placing more emphasis on the importance of recovery from exercise, thanks to a growing number of studies in this area. This shift creates room for innovation in the types of features, products, and services offered by brands in the fitness sector.