The shift from an industrial society to an information society initiated a body awareness trend.

In the agricultural society, we worked our bodies hard doing our daily chores. Similarly, during our industrial period we did physical work on the job. As we moved into an information era, the demand on physical efforts shrank dramatically. We have become predominately sedentary workers, more and more concerned about what we do with our bodies and what we put into our bodies, an extraordinary era of body awareness began.

Continuously new types of sport – well, often traditional exercises packed in new names – are created.

TRX-suspension-training, an all-in-one motion that combines strength and flexibility.  This training concept uses your own body weight from different angles to engage more muscle groups at the same time.

Freeletics is a new sports trend that combines high intensity workouts with running.

Krav Maga is a self-defense system, originally developed for the Israel Defence Forces that consists of a wide combination of techniques sourced from aikido, judo, boxing and wrestling.

Training apps are helping to monitorize and optimise one’s progress,  combining real life with online. Sport blogs are booming as well as special nutrition and supplements for sport activities.

At big sport events such as the Olympics and UEFA Europe football games, social activities and business opportunities are playing also a huge role.

But also the psychological and social effect of sport is proved with the INVICTUS GAMES, where the power of sports is used to inspire recovery, support rehabilitation and generate a wider understanding and respect for wounded, injured and sick servicemen and women.

Commuting becomes fun with cool bikes and boards.

And for anybody who is not so much into active sport, they can still chose ATHLEISURE, the fashion trend using sportswear for everyday and every occasion. From high street to luxury brands, you can find jogging pants, sweaters, hoodies, etc. in all their collections. Wearing sneakers on the catwalk and with business outfit is the latest prove that sport is part of everyday life.

Churchill with his famous statement “no sports” is definitely past, sport is the future.


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