Women's fitness and wellness is an increasingly sexualised industry, characterised by an obsession with an enhanced physical appearance. But how do real women feel about the sexualisation of wellness? Could the allure of feeling sexy encourage more women to work out?

Embracing the quirks of '90s indie pre-digital culture,Rookieis an online magazine that speaks with a funny, fresh and sincere voice to younger Millennials. Created by Tavi Gevinson at age 15, the magazine reworks the tone of mainstream media.

“When I grow up, I will be the prettiest girl,” says the little girl. “If I put on weight, I will not eat. If my boobs aren’t big enough, I will get an implant.” It’s a bleak aspiration, and one that The Body Shop wants to change by rebuilding conventional ideas of beauty.

Chinese women are increasingly paying for fitness gear, classes, coaching and athletic events. And taking note of this trend, Western sports brands like Nike and Adidas are ramping up their efforts to target women with messages of independence, challenging yourself and self-expression.