Buxton Natural Mineral Water, Mind and Sir Mo Farah launch the Move Different campaign to help people overcome exercise anxiety and embrace new activities.
Many people want to become more active, but fear of judgement is preventing them from taking the first step.
New research from Buxton Natural Mineral Water has found that nearly half of UK adults (49%) have avoided trying a new sport, fitness class or physical activity because they were worried about being judged. The findings have prompted the launch of Move Different, a new campaign created in partnership with Mind and four-time Olympic champion Sir Mo Farah to encourage people to embrace movement without worrying about perfection.
Social Media Is Making Exercise Feel Intimidating
The survey of 2,000 UK adults highlights how social media is shaping attitudes towards fitness.
While 31% of respondents said social media inspires them to exercise, almost two-thirds (65%) believe online fitness content creates an unrealistic picture of what exercising should look like.
The study also found:
- 50% worry about looking inexperienced while exercising.
- 27% say a lack of confidence stops them from trying something new.
- 21% feel self-conscious after viewing fitness content online.
- 21% experience guilt for not exercising enough.
- 17% fear feeling embarrassed.
- 16% believe everyone else is better than them.
These findings suggest that many people are missing out on the physical and mental health benefits of exercise simply because they’re worried about how they’ll appear to others.
Sir Mo Farah Swaps Running For Padel
To demonstrate that everyone starts somewhere, Sir Mo Farah has stepped away from the running track and onto a padel court in a new campaign film.
Joined by former basketball player Ovie Soko and content creator Austyn Farrell, the Olympic legend embraces the awkwardness of learning a completely new sport, proving that even elite athletes don’t excel immediately when trying something different.
Speaking about the campaign, Farah said that trying padel was “hilarious, humbling, and a bit messy,” adding that stepping outside your comfort zone is about building resilience rather than being flawless.
Friends Make Trying Something New Easier
The research also revealed that support from others could encourage more people to get active.
According to the findings:
- 62% would be more likely to try a new activity if a friend joined them.
- 56% would feel more comfortable if they knew another beginner was taking part.
For those who did try something new during the past year, the benefits extended beyond physical fitness.
Participants reported feeling:
- Happier (32%)
- Proud of themselves (30%)
- Mentally recharged (29%)
Hydration Remains An Overlooked Part Of Wellbeing
The campaign also highlights the importance of hydration alongside movement.
Despite health guidance recommending around 2 litres of water per day from all sources, only 22% of those surveyed said they regularly drink more than 1.5 litres daily.
Among people who don’t drink enough water:
- 38% reported feeling fatigued or low on energy.
- 24% said they lose motivation to exercise.
Buxton says the Move Different campaign aims to remind people that staying hydrated and remaining active both contribute to physical and mental wellbeing.
Join The Move Different Strava Challenge
As part of the campaign, Buxton has launched the Move Different Strava Challenge, inviting participants to log a brand-new activity on Strava for the opportunity to win a £500 Nike gift voucher.
Whether it’s trying padel, yoga, swimming, joining a walking group or taking on another activity for the first time, the challenge encourages people to celebrate progress instead of perfection.
The initiative forms part of Buxton’s wider Sweat and Tears partnership with Mind, which aims to support more than one million people across Britain through events and services between 2024 and 2026. The partnership also includes a £500,000 commitment from Buxton to support Mind’s physical activity programmes and mental health initiatives.
Where to find out more
Readers can learn more about the campaign and sign up for the Move Different Strava Challenge via the official Buxton Water website: Buxton Water
For mental health support, advice and information, visit Mind.
