Anti-Ageing, Marathons and Cancelled Gym Memberships: What Brits are Googling in January
Anti-Ageing, Marathons and Cancelled Gym Memberships: What Brits are Googling in January
Published: 23rd January 2024 11:03
As the calendar flips to a new year, many people in the UK seek new ways to reinvent themselves with various different resolutions. From the predictable surge in fitness-related queries to anti-ageing interests, the data offers a unique glimpse into the psyche of a population eager for transformation. We delved into the digital footprint left by millions of searches, exploring the ways in which Brits are tackling the new year and how this January differs from last year.
Exercise and Gym Searches Surge
- Cancelled Gym Memberships: Searches for “cancel gym membership” have gone up by 46% in the last four weeks, showing that many Brits are already giving up on that particular pledge.
- But Not For Lack of Trying: Interest in gym memberships did increase by 20% compared to last year. Major cities like London, Birmingham, and Glasgow are leading the charge in new memberships.
- Celebrity Inspiration: Searches for specific workout routines are also booming, with Megan Thee Stallion’s workout being the most searched celebrity workout routine in 2025 so far, with Liverpool star Mo Salah’s fitness regime in second and WWE wrestler Rhea Ripley’s training program in third.
- Protein Shakes: Interest in protein shakes—an evergreen fitness staple—has spiked again this month.
The Anti-Ageing Wave:
Anti-ageing trends are experiencing a seasonal uptick, with the UK ranking in the top 5 globally for searches related to anti-wrinkle treatments, products, and facials. Here are some notable trends:
- The UK has been one of the top five countries searching for anti-ageing topics in January. These topics include Anti-wrinkle (#2), Anti-ageing facial (#5), Anti-ageing products (#4) and Botox (#4).
- Product Preferences: “Best anti-ageing cream for 30s” is being searched 30% more than “best anti ageing cream for 40s” and a staggering 410% more than for “best anti ageing cream for 50s” in the UK.
- Bryan Johnson: Tech entrepreneur Bryan Johnson, known for extreme his anti-ageing pursuits, is at the centre of a search trend explosion. His name is currently being searched at an all-time high, with his diet seeing a +650% increase in search interest over the past month.
Marathon Mania:
The UK is emerging as a global leader in marathon training interest, ranking #2 worldwide for searches related to this endurance sport. “How to train for a half marathon” is the top-searched “how to train” query in the UK.
Methodology
We analysed Google Trends data to examine search patterns in the UK during January 2025, focusing on health, fitness, and lifestyle-related queries. We compared this data to January 2024 to identify year-over-year changes and emerging trends. The methodology involved collecting search volumes for specific categories such as exercise, marathons, and anti-aging topics.
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Written by Matthew Banks
Matt is an Outreach Lead who joined StrikeWild in July 2024, bringing with him extensive experience across the casino and sports sectors. Before that, Matt worked as a journalist and contributed to some of the UK's major news and sports publications.