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How fitness got hijacked by fashion and lifestyle

Style and social media have become as integral as sweat to startup fitness brands. Blame LA. The health-conscious Californian city has been luring the fashion world to its sunny streets; perhaps as significant a factor as any behind the coming together of fashion, food and fitness. What used to be called ‘exercise’ has, for many, morphed into something far broader and …

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Why people are betting big on boutiquey fitness studios

Hot on the heels of SoulCycle’s explosive growth and £90m annual sales, a bunch of UK startups are attempting to build a blockbuster fitness business out of London. Is there substance behind the lifestyle fluff? 26 Sep 2016 Some 15 months after opening his first site in Holland Park, Core Collective founder Jason de Savary was sweating over securing leases on his next two …