Once upon a time, walking was cool. In the 1980s, when indoor shopping malls were the mecca of society, organized walks looping around the food court and merry-go-rounds were a big deal. And, when the Sony Walkman exploded around the same time, power walks fueled by tunes were on-trend. But, like many of the exercise fads of the era — Jazzercise and step aerobics included — its allure faded over the years. From the ‘90s to the 2000s, people began to favor more intense cardio-based and sculpting workouts. There was the rise of spinning.
Crossfit was born and gained a cult-like following. And by the late 20s, the buzziest workouts had shifted to Frankenstein-like hybrids that aimed to challenge people’s physical capabilities. Think: Pilates and HIIT fusion classes, yoga sculpt sessions in heated studios, and Tabata-style strength training. Walking as a form of exercise mainly became reserved for those unable to partake in more grueling types of fitness for whatever reason.
The lockdown marked a change for walking
In March 2020, when the brick-and-mortar fitness industry shut its doors during the lockdown, the workout world was instantly rocked. During the strict stay-at-home period, walking, hiking, and running were the only ways for some people to get out of the house besides going to the grocery store. By the spring, the CDC endorsed walking with others (socially distanced) as an acceptable and somewhat safe activity. So after months of isolation and Zoom workouts, walks with friends became the new happy hour.
Before the lockdown, Colleen Logan, vice president of public relations and corporate communications at digital fitness platform iFIT, says the brand recognized an increase of interest in interactive walking, hiking, and running workouts, which she believes had to do with their accessibility. “We want iFIT to reach the broadest number of consumers, and walking is an excellent way to connect with the most people,” she explains.
To feed the piqued interest, the brand invested resources in filming guided walks and runs in beautiful places worldwide, like Mount Kilimanjaro, the tallest peak in Africa, or up steep trails in Switzerland. The timing couldn’t have been better. iFIT’s popularity soared — in November 2020, they had 330,000 paid iFIT subscribers, and now they have almost 1.5 million — and Logan thinks it primarily had to do with its unique walks, which fuse fitness and adventure with people’s need for a mental escape.
Jillian Michaels, health and wellness expert and creator of The Fitness App, has always considered walking an underappreciated workout. “I have always known that walking is the most affordable, accessible fitness solution. For that reason, I have many programs that either walk only or incorporate walking.”
By the end of the year, others in the fitness industry noticed that walking wasn’t just a workout — it had gotten chic. In January 2021, Apple launched its Time to Walk feature for Apple Watch and Apple Fitness+ subscribers, described as “an inspiring new audio walking experience.” Each episode featured a different celebrity taking the user on a guided walk, with early guests including Dolly Parton, Shawn Mendes, and NBA star Draymond Green.
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