Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

James Smith has built a following as an author and personal trainer on Instagram and TikTok where he dispels dietary myths, shares exercise tips, reacts to fitness trends, and has honest conversations with his community. What does this open dialogue say about the future of health and fitness?

A study has found that over 1 in 2 people listen to audiobooks or play videogames during exercise. While listening to music remains the most popular workout distraction, the research highlights new opportunities to engage fitness fans to offer more immersive exercise experiences.

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.

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?