The relationship between physical fitness and major illnesses such as coronary heart disease, stroke, type 2 diabetes and cancer is well documented with studies showing exercise can lower your risk of early death by up to 30%.

Exercise’s role in good health may be well understood at a governmental level but it is largely left to private sector organizations to focus on innovation relating to the consumer experience of physical fitness.

The pandemic led to a boom in home fitness-tech as individuals prioritized personal health and this continues to prove an active area for investors and entrepreneurs.