The cost of living crisis is shifting how Britons exercise, with some reverting to at-home workouts and walking – just like they did during pandemic lockdowns. As everyday costs mount, there are opportunities for brands to provide cheaper or alternative methods of keeping fit.

Upholding appearances means some Britons feel self-conscious when at the gym, a feeling also known as 'gymtimidation'. In response to this, The Gym Group has launched Gym Face, a humorous campaign making fun of the faces people pull when exercising in a bid to make gym goers feel at ease.

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.

With the pandemic and WFH lifestyles driving a shift towards at-home exercise, brands are innovating to meet fitness buffs where they’re at. Smart at-home gym Tonal has been developed with this in mind, utilizing AI tech to help people reach their fitness goals from the comfort of their living rooms.