Young consumers’ health-consciousness has spun out into a new realm. Workout gear has infiltrated the fashion world where athleisure is on fire. Fitness queens have taken over Instagram, where hashtags like #fitspo and #belfie connect communities of young fitness enthusiasts, and accompany endless images of six packs and spandex clad booties. Exercise plans have become almost cult movements, and 71% of 13-32-year-olds say it’s cool to work out these days. For Millennials, fitness isn’t just about working up a sweat anymore. It’s a culture, and it’s gone glam.