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.

With people prioritising fitness for its wellbeing benefits, women are expecting more from the places they go to work up a sweat. As women increasingly sign up to women-only gyms, brands would do well to think about safe spaces and building community when addressing women’s needs.

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.

The recent successes of sportswomen like Serena Williams and Jasmin Paris – who also happen to be mothers – may be eroding the stigma around motherhood and fitness. But which challenges prevail for pregnant women who want to exercise? And how can brands help them fight isolation and get active?