Activewear brand polls women’s preferences
To promote the launch of their new collection, women’s activewear brand StaeFit polled 2,000 fitness conscious women nationwide to lift the lid on their behaviours and attitudes towards health and fitness in 2016.
The survey found that when women start to take their health and fitness more seriously at the average age of 28, their biggest priority becomes purchasing good quality sportswear (57%) followed by downloading more fitness apps (37%) or purchasing gym equipment for home use (34%). And it seems comfort is by far the most important factor for women when choosing sportswear (80%), followed closely by value for money (66%) and technical factors such as the fabric and suitability for its purpose (52%). The brand was not very important to women with only 10% citing it as a consideration.
Whilst women approaching their 30s are taking fitness more seriously and exercising more frequently, not all of the effects are positive, with almost a quarter (22%) of women suffering from persistent skin rashes and dermatitis, as well as odour and chaffing which can also lead to ‘joggers’ nipple’. The problem is compounded by women’s increasingly busy lifestyles which mean almost half of women (46%) are leaving their gym kits on without getting changed or showered post workout, which is one of the main causes of skin rashes and dermatitis. With one in five women complaining that it’s virtually impossible to get out of tight gym tops, this could explain their reluctance. As a consequence, almost a quarter of women have sought advice from a doctor, dermatologist or healthcare specialist and seven in ten women are opting to go commando when working out.
‘Thin’ makes way for ‘Fitspiration’
2015 marked a healthy shift away from traditional ‘thin’ celebrity images with a move towards ‘fitspiration’, real body trends fuelled social media channels such as Instagram. 2016 looks set to continue this evolution, as it’s revealed women are shunning the ‘FITSPO’ phenomenon, with almost half (45%) of British women claiming they find the notion too extreme because it does not take into account genetics and lifestyle factors. One in five women even consider ‘FITSPO’ as bullying and shaming tactics. Instead women are digging deep and finding inspiration from within: ‘SELFSPIRATION’, with almost half (48%) of British women claiming they are motivated primarily by themselves, followed closely by friends (21%) and trained gym instructors (21%).
This refreshing shift is further reflected when women were asked which public figures they finding inspiring when it comes to fitness, with professional sports stars Jessica Ennis Hill and Rebecca Addington topping the bill over celebrities including Kelly Brook, Vicky Pattison, Charlotte Crosby, Jessica Alba and Khloe Kardashian. From an aesthetics perspective, however, when describing their ideal body women aspire to having a rack like Holly Willoughby, legs like Kate Middleton, a bum like Kylie Minogue and abs like Jessica Ennis-Hill’s.