THOUGH HARD TO believe, there was a time when gyms were the preserve of the well-off. In a 2019 interview, fitness mogul Ben Dunne reflected on this era, which set the stage for his chain of reasonably priced gyms around Ireland. He noted that in the 1990s, fitness and leisure clubs “were highly priced and not at a reach for a lot of the population”. 

This changed over time.

By the 2010s, low-cost gyms became commonplace. Chains like Flyefit and Dunne’s own BD Gyms led the charge on this, with the former introducing monthly gym memberships priced at €29, back in the good old days.

Suddenly, the gym was not just accessible to new demographics, but also pretty good value for many. 

Fitness mania subsequently gripped the nation, with people qualifying as personal trainers and yoga instructors left, right and centre. This was a boon for community gyms and council-run leisure centres, who upped their game as the expectations of gym-goers evolved beyond treadmills and cross-trainers. 

This isn’t a phenomenon specific to Ireland. Social media helped to make fitness less intimidating across the board, through #gymtok and YouTube videos offering clarity on form and how to use gym equipment. 

However, as participation at the gym became accessible for wider demographics, celebrities, tech bros and the corporate girl bosses of the world sought out something extra special to differentiate themselves from the masses. 

The real breeding ground for today’s outlandish fitness culture was Los Angeles. It spawned the “gymfluencer” class: attractive,........

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