Weight Watchers has opened a new branded café in London that allows customers to pay for meals by promoting the brand on social media – literally taking payment in tweets. The café serves up diet-friendly meals in line with the low-calorie Weight Watchers programme.

“Come,” reads the website for Shape House, a service that has positioned itself as an urban sweat lodge. “Sweat away your weight or your stress.” The Los Angeles-based health spa intends to provide all the benefits of a traditional sweat lodge to busy, on-the-go city dwellers.

The Apple Watch launched in April 2015 with an array of sensors to measure a user’s pulse, movement and location. Touted as a health and productivity aid, the watch is the most mainstream product to gather bodily data in the form of biometrics. But should brands know our every measurement?

Boomers are shying away from the gym, with more than half avoiding regular exercise. With obesity and diabetes rates on the rise, older people are more health conscious than ever. How can the right mix of motivation and rewards tap into this lucrative demographic's desire to keep fit?