British Fitness Trends Revealed

Looking good whilst working up a sweat is now a more significant factor than ever for Brits according to new research released by Hammerson, owners of shopping centres including Bullring in Birmingham, Brent Cross in North London and Highcross in Leicester.

Results revealed that 43% of people admit that it's important for them to look stylish when they hit the gym with almost a third of respondents (29%) claim that they invest as much in maintaining their sports wardrobe as they do their fashion wardrobe. Focusing on how attitudes differ across the country, style conscious Londoners (68%) need to look good when they burn the calories, compared to Wales where 80% of respondents are more concerned with the task at hand.

Putting their best foot forward, over half of shoppers (52%) choose trainers as the one item to invest in, but with so much value placed on how we look it's no surprise that sportswear clothing came in second choice for a quarter of respondents. Interestingly, perhaps in response to the chillier temperatures up north, Scots invest the most in outerwear. The UK now spends an average of £38 per item of sportswear, although in London that rises to £50.20.

Despite technology seemingly invading all aspects of our lives, 71% of Brits claim they keep it simple and don’t use any fitness tech accessories during exercise. However 25-34 year olds are more likely to choose fitness specific tech than any other age group.

Fit Cities:

The average Brit hits the gym two and half times a week, with the South East (39%) claiming the title of fittest region where 39% of people exercise more than four times a week. Top four fittest regions where people exercise four or more times a week:

1. 39% in the South East

2. 31% in the West Midlands

3. 29% in Scotland

4. 29% East Midlands

Despite this, a quarter of Brits are happy to be couch potatoes, stating they never participate in any exercise and this figure increases to over a third of people (34%) across both Wales and Northern Ireland. Top three least active regions where people claim to exercise only once a week or not at all:

1. 50% in the North East

2. 49% in Wales

3. 48% in Northern Ireland

And it seems regional variations don't just end there with lifestyle differences affecting a person's exercise activity of choice. Londoners favour pounding the pavements running, whilst up in Scotland cycling in the great outdoors is their sport of choice. Focusing on the Midlands, those in the East have their flow in yoga and Pilates, whilst the West (Midlands) prefers a more traditional weights and strength training approach.

Fiona Campbell-Roberts commented on the results, "Sportswear and athleisure has seen massive growth as a category with fashion brands extending their ranges to include fitness clothing. Our research shows that as fitness has become a bigger priority for people in their everyday lives so has the desire to buy the right kit to help motivate themselves even more."

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