Gyms rebounded strongly following the end of most pandemic restrictions in the US, but digital habits have become ingrained for many people. How can fitness studios and brands strike a balance between their digital and physical offerings to keep Americans engaged with exercise?

The mental health benefits of physical exercise are well known. However, it can be difficult for people who struggle with their mental wellbeing to find the motivation to exercise in the first place. Messaging surrounding active lifestyles could do well to be mindful of this paradox.

A night out drinking has often been associated with a desirable rush of endorphins. But that was for older generations. Gen Yers and Zers – dubbed Generation Dry – are ditching alcohol and getting their endorphin fixes from drier and healthier places, like the gym.

The closure of gyms due to COVID-19 served as a wake-up call for Britons – and not just fitness fanatics. Stuck at home and hyper-aware of the need to maintain their health, people turned to app-based challenges and virtual workouts, potentially transforming exercise habits for good.