Community means a lot of things to a lot of people. Whether it’s your local running group, a book club, your gym squad, family, or membership in an exclusive club, belonging to something is meaningful. Our identities, while obviously unique to us, are so shaped by the influence and power of community that it remains a biologically human need to... See more

Sport connects us all, we know that. But what strikes me about this innovation wave in fitness is the emotional access. It’s the antidote to social media, and the mindless scrolling and fear of missing out. These platforms convene us, activate us and give us judgement-free common goals from the comfort of home. As wellness increasingly becomes a... See more

In a culture overwhelmed with content and driven by algorithmic churn, the ability to foster meaningful in-person connection has become both rare and valuable. For brands, the opportunity lies in recognising that access to these communities cannot be bought in the traditional sense. But for those who get it right, the rewards are high.