While January is traditionally seen as the time for fitness companies to push out the marketing boat, a couple of industry players have made a head start to proceedings with pre-Christmas campaigns.

Rather than targeting those looking to get fit following the festive period, at-home fitness giant Peloton has launched a campaign promoting its bike as the perfect Christmas present.

Its 30-second commercial shows a husband gifting a Peloton bike to her wife – who then documents her workouts on the Peloton bike throughout the following year, recording videos to share her experiences.

Meanwhile, UK-based fitness marketplace Hussle has launched a new campaign with the tagline ‘Fitness Just Got Real’.

It has been designed to show how fitness is easy to access and features the narrative of multiple characters, all working out in their own way, on their own terms, in their own time.