Holland & Barrett Uncovers the pain behind our fitness boom
From Gladiators to Strictly: 1 in 4 Brits are getting inspired by TV to get moving
Yet 65% still suffer from joint, bone and muscle pain, says new research from Holland & Barrett
Holland & Barrett, the UK’s leading health and wellness retailer, has revealed new research into the nation’s attitudes towards movement — and it’s clear that TV is playing a surprising role. One in four Brits say they’ve been inspired to move more by shows like Gladiators, Strictly Come Dancing, Bear Grylls’ Celebrity Bear Hunt, and Ninja Warrior.
But despite this motivation, 65% of the nation still suffer from joint, bone and muscle (JBM) pain, impacting everything from work and mood to confidence and even sex lives. H&B’s own search data supports the trend — interest in “joint care” has risen by 82% in the last year alone.
A nationally representative survey of 2,000 Brits found that Gladiators came out on top as the most inspirational show, closely followed by other active and adventure-based programming. Gen Z appeared to be the most influenced by TV-led inspiration, with 47% saying these shows encouraged them to live more active lives.
They’re also leading the charge when it comes to actual movement:
-
75% of Gen Z are getting at least 30 minutes of movement daily
-
Compared to 71% of Millennials, 59% of Gen X, and 50% of Boomers
But younger people aren’t immune to pain: 17% report experiencing joint aches as early as their 20s.
The effects of pain go well beyond discomfort:
-
40% say it affects their work
-
30% their mood
-
26% their confidence
-
24% their social life
-
18% their sex life
Despite the proven benefits of nutrition and exercise, 53% of Brits don’t follow a balanced diet and 65% don’t take dietary supplements.
Emily Foster, Nutritionist at Holland & Barrett, said:
“We’re seeing more and more people coming through our doors wanting to look after themselves, perhaps inspired by the latest TV shows! Importantly, we want everyone to keep doing what they love — from dancing and dog-walking to half marathons.There are so many ways our joints, bones and muscles can be supported throughout life, but it’s important to build good habits long before injury strikes. From lifestyle advice to tailored products, we’re here to help — in-store and online.”
Holland & Barrett’s expertly trained team — supported by scientists and physiotherapists — is on hand in-store and online to offer personally tailored solutions from hundreds of wellness products. A free 15-minute consultation can also be booked with one of their Joints, Bones and Muscle experts at hollandandbarrett.com.
Other key trends from the research include:
-
Diet & Lifestyle: Half of Brits say they maintain strength through activities like walking, strength training or yoga — but 77% still don’t reach the recommended 10,000 steps a day.
-
Mental Health: Nearly a third of Gen X (32%) say they exercise to support their mental health, with similar figures across Gen Z (30%), Millennials (31%), and Boomers (18%).
-
Movement Barriers: Time-poor Gen Z (60%) and Millennials (56%) say their main barrier is being busy. For Gen X and Boomers, the biggest challenge is physical ability.
-
JBM Prioritisation: 54% of 18–34s prioritise their joints, bones and muscles. That dips to 52% in mid-life (35–54), likely due to work and family pressures, before rising again to 60% among the over-55s.
This news comes as Holland & Barrett opened its first-ever Cardiff Experience Store last week; a bold new format designed to meet evolving customer needs and bring the future of wellness retail to life.
