Loved this analysis by Derek Thompson on the US fitness boom. My take on what’s driving the surge:

1) Post Covid mortality awareness spurred a wellness movement, driving people to prioritize fitness

2) Older adults getting active: More women over 65 doing yoga, Pilates, and weightlifting

3) Younger generations choosing workouts over nightlife, turning fitness into a social and status-driven ritual

4) Shift toward home-based workouts: More people working out at home since Covid lockdown, driven by new fitness apps & virtual trainers