Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

As access and inclusion become increasingly important in the fitness space, Peloton has hired amputee athlete Logan Aldrige as a trainer and fitness consultant. The move spotlights the brand’s focus on addressing and adapting to people's desire for physical activity in an inclusive way.

Brands like Jack Wills may have built themselves on exclusivity, but the growing financial might of previously disempowered demographics means that brands are having to expand their offering to be more inclusive. Though luxury is still limited to those with the financial means to afford it, it is also experiencing a breakdown of cultural elitism. In the wake of a shift where brands are expected to cater to all, some brands are rewriting the previous expectations for luxury that were limited to those who were smaller sizes, of older generations and adhered to traditional ideas of gender.

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.

Gyms rebounded strongly following the end of most pandemic restrictions in the US, but digital habits have become ingrained for many people. How can fitness studios and brands strike a balance between their digital and physical offerings to keep Americans engaged with exercise?