With energetic instructors broadcasting live workouts and a social community that motivates users to exercise often, Peloton bridges the gap between boutique studios and the growing home fitness market. But why are people opting for virtual, on-demand spin classes over a visit to their local gym?

Mindfulness app Journey has released its version of a handheld meditation studio. As people are looking to technology to help them create good habits, the app's guided meditation sessions are designed to create a communal approach to app-based mindfulness that sustains motivation.

London-based startup Fiit is an app that combines on demand fitness classes with wearable technology and social competition. By gamifying the fitness experience, it's trying to keep health-conscious Britons both motivated, and on the right track towards building healthy habits.

The recent successes of sportswomen like Serena Williams and Jasmin Paris – who also happen to be mothers – may be eroding the stigma around motherhood and fitness. But which challenges prevail for pregnant women who want to exercise? And how can brands help them fight isolation and get active?