Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

The pandemic pressed the fast forward button on the evolution of workouts, with consumers expecting more and more from their devices. The future workout brings new opportunities to bring VR to a mainstream audience, and forces established brands to embrace the future of fitness in the metaverse.

With the face of Australian fitness reflective of a select few rather than the country at large, Anytime Fitness is looking to remove the industry's exclusionary feel with its 'Any Body Any Time' campaign which champions the varied mindsets and motivations that minorities bring to fitness.

The daily step count has become a part of everyday life thanks to the rise of health-tech wearables. But with these devices now offering 24-hour access to everything from stress and blood oxygen levels to heart rate and sleep monitoring, is too much insight affecting our mental health?

Mobile gameDustland Runnersees players progress through a post-apocalyptic adventure world by running IRL. Yet it doesn't solely rely on an immersive narrative and soundscapes to encourage workouts – it also rewards users with cryptocurrency and NFTs, letting them earn as they burn energy.