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Body as Temple
Spiritual practices such as mindfulness, mantras
and affirmations are thought to help fitness
enthusiasts to focus and achieve superior
performance. Following on from hugely popular
fitness regimes such as yoga comes a slew of
new hybrid sports that combine action, mental
sharpness and inner calm. Established meditative
running technique Chi Running incorporates T’ai
Chi principles, while Snowga fuses yoga with skiing
and snowboarding. “Yoga’s mindfulness qualities
lessen fears on the slope, while yogic [postures]
limber the body,” explains US-based founder
Anne Anderson.
•
US apparel brand Lululemon Athletica
and gym brands CrossFit and SoulCycle
incorporate mantras, dedicated schedules,
lifestyle products and digital apps into their
offerings, allowing consumers to integrate
them into every aspect of their lives. With
many of their offers available free of charge,
they demonstrate a generosity of spirit.
•
“Over the past three to five years, mind-
body fitness has been booming,” says Diana
McNab, Canadian Olympic skier and founder
of the Epic Sports Experience athletic
retreat based in Aspen, Colorado, which
focuses on unblocking negativity in sport,
work and personal relationships. “People
are realising that even success isn’t making
them happy. Sports have become much more
emotional and spiritual. It’s not about ego and
being number one anymore.”
Reebok CrossFit
© Reebok
25
Case Studies/Drivers/Influencers
New Spirituality
"Sports have become
much more emotional
and spiritual. It’s
not about ego and
being number one
anymore.”
Diana McNab, Canadian Olympic skier and founder of
the Epic Sports Experience