Sport England reports that over a million more Britons are physically active in 2019 than four years ago, with increased participation among women and older people a key driver. Female-led campaigns and the increased visibility of women’s sports are seemingly helping to inspire healthy habits.

The pandemic has accelerated the number of people exercising from the comfort of their homes, but it is a trend which existed long before the crisis. It's not only about convenience. How is the personalisation and socialisation of fitness tech changing the workout space?

The launch of Nike (M) marks a turning point in the visibility of active women who want to continue exercising while pregnant and during the postpartum period. Historically underserved, Nike is catering to women looking for activewear that suits and supports the needs of their changing body.

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?