The gym – usually associated with sweating, letting off steam and (dare we say it) selfies. For some it’s heaven and others it’s hell, though the feel-good factor of a killer session is hard to grumble at. 

Some fitness centres are working harder than ever to make their clubs a place where lives are truly transformed. An example on our radar is from Virgin Active; they’ve introduced a new exercise class in Thailand to teach its members cardiopulmonary resuscitation (CPR) while they train. 

With things like the sugar tax and the takeaway boom clogging up news agendas, this is a prime example of a brand stepping in on a huge issue – heart disease – where governments are failing. With funding cuts left right and centre, smart brands are acting as enablers and educators to help reshape the future of our healthcare.

Read more here.