Struggling with the restrictions placed on their lives, many Britons are turning to sport for the mental health benefits. By facilitating new ways to shake up fitness routines during lockdown, sports and fitness brands can boost people’s wellbeing and drive long-term loyalty and trust.

Yoga and pilates aren't the only physical activities that can facilitate mindfulness, with Adidas pushing the notion of mindful running through its Run To Connect campaign. It's playing on people’s evolving relationship with exercise as they increasingly see it as a stress reliever.

Zoom dance classes, living room yoga, and hour-long walks have become common activities during COVID-19 lockdown. But how much are people really focusing on fitness? Canvas8 spoke to 16 people to find out how their attitudes towards exercise have changed as a result of the pandemic.

HBO, Disney Plus, Apple+, and now Peacock – there are now around 300 streaming services in the US. But despite an initial wave of interest during the pandemic, consumer behavior has shifted, with many people reassessing which services are worth their buck. What does this mean for big providers?