The 2012 London Olympics may have brought glitz and glamour to sport in the UK, fuelling mass public support for athletes, but their impact on participation among everyday Britons has been limited. Can Virgin Sport inspire people to get active with social events that feel like music festivals?

To win over female customers, sports brands are presenting exercise as a way to get physically – and mentally – stronger. Women are bypassing gyms, and opting for wilderness adventures instead. What drives this shift in behaviour and how does it affect the way women perceive themselves?

Festivals might be known for music, mud, and cheap beer, but there are now over 1,000 wellness festivals every year in the US. Celebrating holistic living and mindfulness, they're bringing together yoga teachers, meditation instructors and wellness lovers for a new kind of festival experience.

For many Gen Yers, taking a class at a boutique fitness studio is about more than health – it’s part of an entire lifestyle. New York-based Rumble taps into their desire for experiential exercise, offering boxing-themed group workouts in surroundings that replicate a club night out.