In a world still coping with the Covid-19 pandemic, social media weekend feeds of parties and restaurants are no longer on the agenda. Instead, consumers of all ages are donning leggings, pounding pavements, doing burpees in their living rooms and posting their progress on platforms such as Strava or Nike Run Club. Online fitness communities have soared over the last 12 months in response to the closure of gyms and restrictions on spectators at sports events. For many, outdoor pursuits are helping to beat lockdown boredom and provide a sense of purpose to the dullness of daily life in a pandemic.

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