HCM Handbook 2022-2023

Page 42


THE GOOD, THE BAD, AND THE META Whatever your health and fitness background, you will have felt significant shifts in underlying consumer behaviour over the last year. Emma Barry shares her original viewpoint on where we’ve been and where we’re going...


n 2020 we traversed a health crisis, financial meltdown, civil rights movement, supply-chain challenges and political unrest. 2021 bedded in those changes and added rising inflation and fuel prices to the mix. An extended at-home sabbatical changed our behaviours. Stress exerted itself at both ends of the continuum: distressed businesses and those in hyper-growth. Well-backed brands are now backfilling the 30 per cent of shuttered brick-and-mortar businesses.



The future is about content, community and engagement


Handbook 2022

COVID was tougher on some metabolisms than others, but the extra kilos played second fiddle to our collective mental meltdown. There’s no point in living longer if it’s not with vitality, and there’s no point in having vitality if all our faculties aren’t intact. So therein lies the freshly www.HCMhandbook.com