Strava, the socially focused, GPS-powered activity tracker, has taken the fitness world by storm. It’s had an especially profound impact on the world of cycling, with thousands of riders going to extreme lengths to claim the virtual prizes it offers. But what makes the platform so addictive?

Although Lycra-clad runners have been taking to streets and parks for decades, they’ve become ubiquitous in recent years. There are now 10.5 million runners in the UK, and the growth in related apparel and apps shows how mainstream it’s become. Why exactly has running gotten so big?

Years ago, stereotypes and societal norms meant that seeing a woman jogging in India would have been highly surprising. Yet the 2017 Mumbai Marathon welcomed over 10,000 female participants. What’s got Indian women racing ahead? And how are brands adapting to new health and beauty ideals?

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?