While four-in-five expectant mums say they exercise during pregnancy, it’s difficult to find out what type of fitness regime is best for the baby – that's why there's more than 3.6 million pregnancy exercise videos on YouTube. Fit Pregnancy Club in New York is hoping to change with its prenatal fitness classes.

Britons’ exercise habits are shifting as traditional club sports are replaced by more inclusive and sociable group activities. And while barriers to participation remain for many, these crews and niche activities are attracting wider parts of the population to get fit and get involved.

Research shows 37% of Britons and 46% of Europeans never exercise, citing lack of time as the main obstacle. Other factors – such as people’s social status – also seem to play a part. Brands have the opportunity to help people stay active by bringing them together and keeping them motivated.

From ‘drunk yoga’ to ‘no-shower happy hour’, fitness and indulgence no longer have to be separate entities. Exercising is not enough – people want to create a social event out of their workouts. With more choice than ever when it comes to fitness, what are the factors driving this Gen Y-led trend?