While nearly half of women say they prefer to buy from companies that challenge gender stereotypes, branded feminism in the form of pink-washed products and #girlpower hashtags is often seen as insensitive and unimpressive. So, how can marketers empower women in an authentic way?

Boxing has already shaken up boutique fitness in the US, and it’s now arrived in London with KOBOX, which offers a non-contact version of the sport where people learn to throw punches and fight in a ring. Why are women swapping a slog on the treadmill for something a lot more powerful?

For many British women, the words ‘goal attack’ are enough to send a shiver their spine, recalling the borderline traumatic PE lessons of their teens. But the British government is on a mission to change that, pledging nearly £17 million to help get women back on the netball court.

Extreme sports have long been associated with risky behaviour, yet you’re fifty times more likely to pick up an injury playing rugby than rock climbing. Now, some of these supposedly perilous pursuits may be making their way into the 2020 Olympics. So is ‘extreme’ about to go mainstream?