Be:fit

Female fitness fans from all over flocked to the London Design Centre this weekend for BE:Fit, a consumer fitness expo which promised to “equip women with the tools to ditch the fads and become healthier and happier.” Our team went down to see what was hot at this year’s BE:Fit.

The show certainly seemed busier and bigger than before, with an impressive programme of classes (including sessions from The Core Collective, Equinox and Third Space), and a speaker list that drew crowds (including James Duigan, founder of Bodyism, and Natasha Corrett, founder and author of Honestly Healthy).

Some nice activation from TomTom saw their fitness trackers put to use in headphone fitness disco. Fantastic too, to see smaller companies coming through with simple and fun products. Our out right favourite was HEY! HOLLA, a hilarious company selling fitness accessories with “fitspiration” quotes emblazoned across them. (Think “Bend it Like Bikram”, and “Lattes and Pilates).

As in 2015, the balance was still tipped towards nutrition, with many of the stands showcasing the latest nut butters, milks, proteins and bars. We tried and loved products from Gym Bites and Pure Blend Co, and came away from the show feeling pretty full! Reebok ruled the roost though as title sponsor of the fitness studio, and a banner at the entrance the size of many London busses.

All in all, a great space, good buzz, and certainly a growing market for this kind of show. We look forward to seeing what BE:Fit 2017 has in store... 

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