The trend for high impact workouts such as CrossFit and Power
Extreme 90 (P90X) are becoming increasingly more mainstream. In the
USA, Beachbody has had phenomenal success with its home workout
programme, which it's now taking into gyms.
A celebrity fan base is always an indication that something is
about to go mainstream. This fitness fashion is no different.
Several famous fans, including Demi Moore, Isaiah Mustafa (Old
Spice model), Michelle Obama and Sheryl Crow and Paul Ryan, Mitt
Romney's presidential running partner, follow these programmes.
Variety is the key to these latest workouts. They challenge your
body with constantly varied, high intensity movement - your body
never gets used to the routines so it never plateaus. It's hardcore
fitness for both men and women.
These new programmes are less about weight loss and all about
shaping up and hitting your peak. It's fully in sync with the
current post-Olympic fitness drive; strong and toned is the new
skinny for women and even non-sporty guys and girls have been
inspired to get fit and healthy.
Nutrition, not dieting
While dieting isn't central to this trend, nutrition does play a
key role. Programmes include bespoke recipes, such as nutritional
shakes designed to replace one meal a day and proprietary
super-protein blends including whey protein isolates.
Whey protein market widens
The growth of whey protein consumption in both the USA and
Europe is growing in line with the popularity of high intensity
workouts. No longer only the domain of serious bodybuilders, whey
protein's nutritional benefits are far more widely understood. And
as many more palatable products have come available, everyone from
Sunday league footballers to active mums are consuming it.
How are you tapping into this growing appetite for intense
workouts, active lifestyles and sports nutrition products?