The weights section of the gym used to be dominated by men who flaunted their muscles and machismo. But with increasing numbers of young women building their physical and mental strength through weight training, girls who lift are challenging outdated ideals of the female form.

Amid growing health-consciousness and shifting dress codes at work, activewear is now everywhere. Yet the garments produced by the likes of Nike and Under Armour don’t cut it for many luxury shoppers. What’s the appeal of premium sports apparel for these discerning consumers?

Getting active isn’t always easy. How long should you exercise for and where? When do you know you’ve really pushed yourself? Signing on youths and yuppies alike, London-based Run Dem Crew wants to prove that running is for everyone – as long as they’re willing to ‘run hard, fast, and strong’.

There are over two million Instagram posts tagged with #gymselfie, and while the rise of athleisure has made it easy to look stylish when working out, many women also want to put their best face on. Pretty Athletic caters to this demand with skin care products specially made for fitness fans.