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34% of the public have been inspired to exercise by British success at the Beijing Olympic Games, and have spent an estimated £930 million on new fitness items that two-thirds of people say that they will put into storage within 3 months.

After finishing fourth in the Beijing Olympic medals table, millions of UK residents have been inspired to exercise and take up sport, with an estimated £930m being spent since the Games on fitness items and nutrition as a direct result of our success.

67% of people believe they will have abandoned their new found optimism for fitness in just three months; meaning over £623 million of equipment will be shelved or put in the attic in record time.

Nutrition leaders MyProtein commissioned research of 6,242 UK residents to see whether the British Olympic success had left members of the public with a desire to exercise, and although the results were very positive, only a third of people believe they will stick to their new fitness plans for longer than three months.

The research revealed that each person who has been inspired to exercise or join a sports team has spent an average of £45 on fitness clothing, nutrition including protein, gym memberships and other goods since the Olympics according to the survey results, with 71% of these people said that the British success at the Olympics had a direct effect on their motivation, and a further 15% said that it only had a small effect.

Oliver Cookson, Managing Director of MyProtein said,

“It’s fantastic that the Olympics have inspired the British public in the way it has. Although there are a large number of people who do not believe they will feel as motivated in the long term and assume they will give up, maybe already securing their failure, even motivating just a few people to lead healthier lives is a positive by-product of our athlete’s success.”

The biggest expenditure with regards to starting a fitness regime was home exercise equipment according to those polled, with gym membership and sports clothing coming in at 2nd and 3rd respectively.

24% of those enthused to exercise by the Olympics claim that they will spend nothing on their new hobby, but will instead exercise outdoors with minimal equipment.


For further information or to arrange an interview with Oliver Cookson, MD of, please contact Andy, 10 Yetis Public Relations Agency on 01452 348 211 or


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