Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

James Smith has built a following as an author and personal trainer on Instagram and TikTok where he dispels dietary myths, shares exercise tips, reacts to fitness trends, and has honest conversations with his community. What does this open dialogue say about the future of health and fitness?

Health bar brand Perkier has released a major campaign taking a dig at the inconvenience of over-the-top wellness trends. Injecting playfulness and humour into the campaign, the brand highlights the toxicity of hardcore health fads as people look to opt out of constant self-improvement.

The pandemic pressed the fast forward button on the evolution of workouts, with consumers expecting more and more from their devices. The future workout brings new opportunities to bring VR to a mainstream audience, and forces established brands to embrace the future of fitness in the metaverse.

How should disparities in gender-specific healthcare be addressed? What does a holistic approach to behavioural health risks look like? Is gamified fitness the future? In this part of the 2023 Expert Outlook, we speak to three experts about health and fitness in an increasingly phygital world.