We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Conversations around male self-care have been growing, with masculine stereotypes continually being challenged. But while these improvements have helped men feel more open to addressing their beauty concerns, many still have lingering insecurities that are weighing them down.

Social media and pandemic lockdowns have transformed the role that personal trainers play in fitness habits, with virtual classes becoming central to many people’s routines. Why are online workouts so appealing to some, and how is this digitisation reshaping notions of fitness?

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.

In the 80s and 90s, bodybuilding’s image was built around the masculine, muscular gym head. New York-based Yeah, I Work Out is a contemporary athleisure brand that’s banking on the nostalgia of bodybuilding’s heyday and designing workout wear that caters to a new generation of gym-goers.