A gym just for women may seem like the ultimate inclusive workout; a safe place for women to sweat together. But 45 Grand, a new fitness studio from Nike just for girls, offers the most exclusive work out yet. It’s by appointment only and your workout is personalised to you.

Modern consumers don’t just want brands to sell them things, they want them to be their helpers, friends and even share their interests. Nike is keeping up the pace to meet shoppers' demands with its running club, which is encouraging customers to build a community around the brand.

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?

Yoga products are worth $27 billion annually in the US. And while it's true that the number of people practising yoga – predominantly women – has increased by 20% in recent years, that doesn't explain why sales of yoga wear are up 87%. Are yoga pants set to become the next Levi's 901s?