Poundland cuts the fat with £1 fitness range

In the latest example of physical activity becoming ever more affordable and accessible beyond the four-walls of the gym, bargain basement retailer Poundland has launched its own range of fitness products.

The 37-piece ActivLife range offers free weights, yoga mats, protein shakes and sports bottles, all for £1 per item. Also on sale are weight gloves, protein bars, workout towels, skipping ropes and gym bags.

The emergence of fitness equipment on the bottom rung of the UK’s retail market reinforces the notion that physical activity is no longer confined to traditional health clubs. It also follows the recent move from Sports Direct to offer gym memberships for just £5 a month, and suggests that ‘budget fitness’ will continue to be redefined.

Despite bringing additional competition to the lower end, Poundland’s entrance into the health and fitness market will be a welcome move for general physical activity advocates. With inactivity last week reported to be ’twice as deadly as obesity’ and cost still deemed to be the biggest barrier to physical activity, any development which makes it easier to work up a sweat is good news for the nation’s health.