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  • Writer's pictureHinton Magazine

Brits Set To Ramp Up Fitness In 2023, But Call For Greater Representation In The Age And Body Shape

  • Half of Brits (51%) say they would be out of breath if they ran for the bus or train

  • Nearly two thirds (63%) want to up their exercise in 2023

  • Six in ten (61%) feel there is a lack of representation in fitness role models,calling for a greater representation; wishing for a better range of age groups (43%), body shapes (35%) and fitness levels (30%)

According to a survey of 2,000 British adults, a mere quarter (25%) are satisfied with their current fitness levels, with half (51%) saying they would be out of breath if they ran for bus or train. This year they’re set to ramp up exercise, as 63% plan to unlock more in their fitness.

The research, commissioned by leading sports nutrition brand, Optimum Nutrition to coincide with its ‘There’s More In All of Us’ campaign, found that Brits were more focused than ever on getting fit, with three quarters of the population (75%) planning on setting fitness goals for 2023 (up 9% from 2022). Holistic health seems to be the key focus for intension-setting, with physical and mental health goals featuring in the top 10 list of New Year fitness resolutions.

Top 10 fitness goals for 2023

  1. Improving overall health (61%)

  2. Losing weight (61%)

  3. Feeling better about myself (45%)

  4. Improving energy levels (38%)

  5. Building muscle (35%)

  6. Improving nutrition (33%)

  7. Improving or maintaining mental health (33%)

  8. Assisting with medical conditions e.g. blood pressure, diabetes (13%)

  9. Being a role model for children (10%)

  10. Gaining weight (9%)

Less than a third of people (27%) felt happy with the existing representation in the fitness industry. Wishing to see more age groups (43%), body shapes (35%), fitness levels (30%), religious groups and ethnicities (18%), neurodiversity (9%) and genders (8%) represented in fitness role models.

Clafoutie Sintive, Marketing Director – UK & Ireland, at Glanbia Performance Nutrition, comments; “Optimum Nutrition is on a mission to challenge what fitness looks like and ensure that role models are representative and there to inspire everyone. We believe there’s more in all of us and throughout 2023 we will be sharing stories from a broad spectrum of people, including our diverse athletes and coaches to inspire people to go beyond stereotypes and unlock more from their fitness, achieving more than they ever thought possible!”

The ‘There’s More in All of Us’ campaign features content from Optimum Nutrition’s roster of athletes, including; Paralympic swimmer, Alice Tai, Muay Thai Fighter, Nesrine Dally, England and Roma footballer, Tammy Abraham, Chelsea and England Footballer, Lauren James, Bodybuilder, Will Chicomb, Olympic weightlifter, Emily Campbell and England Rugby star Marcus Smith.

In her footage, Emily Campbell, the first British woman to win an Olympic medal in weightlifting, explains; “Some said I didn’t have it in me, I didn’t have the body of an athlete. It took mental strength to listen to myself and ignore what everyone else was saying.” View Emily Campbell's video here.

Harlequins and England Rugby Fly Half, Marcus Smith, who is gearing up for an action-packed year on the field, shares a story of over-coming adversity in his video “I was always a pretty small guy. But I knew I was fast and could use that to my advantage. I knew I had to double down on my training. I had to get faster and stronger”. View the Marcus Smith video here

With over two thirds (70%) of people keen to learn more about nutrition to support their health, it’s no surprise diet and nutrition is playing a large role in helping Brits reach this year’s fitness goals; with a quarter of people (25%) removing/reducing takeaways, one in five (18%) planning on taking supplements, one in six (15%) making plans to batch cook meals and a further five per cent saying they’re taking part in this year’s Veganuary.

For more information about Optimum Nutrition, visit


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