- Nearly half (49%) of those surveyed admit that fear of being judged stops them from trying a new sport or physical activity, with 50% worrying about looking inexperienced.
- 65% agree social media makes exercise look unrealistically perfect, leaving 1 in 5 (21%) feeling self-conscious.
- The Move Different campaign comes as part of a year-long partnership between Buxton Natural Mineral Water, mental health charity Mind, and Sir Mo Farah, aiming to highlight the importance of hydration* and movement for physical and mental wellbeing.
- The campaign aims to support more than 1 million people across Britain through events and services between 2024 and 2026.
New research revealed today shows nearly half (49%) of UK adults admit that a fear of being judged has actively stopped them from trying a new sport, fitness class, or physical activity.
The study of 2,000 adults, commissioned by Buxton Natural Mineral Water, exposes a nationwide crisis of confidence when it comes to stepping outside our comfort zones. While 31% of people say social media inspires them to get moving, 65% agree social platforms make exercise look more perfect than it really is. In fact, fitness content from influencers leaves 21% feeling self-conscious, 21% feeling guilty for not doing enough, and 16% feeling like “everyone else is better than me”.
This digital pressure could prevent people from stepping outside of their comfort zones. 50% of people worry about looking inexperienced when they exercise, while more than a quarter (27%) say it’s a lack of confidence putting them off. Meanwhile, 17% specifically fear embarrassment, while 16% worry about what others think of them.
In response, Buxton and Mind are launching the latest phase of their 'Sweat and Tears' partnership: the Move Different campaign. The two month-long initiative challenges the nation to look past filters, ditch the need for perfect performance, and celebrate the real, imperfect joy of trying something new. It also encourages people to share their journeys in the Buxton Move Different Strava Challenge.
To show that stepping outside your comfort zone doesn’t have to be intimidating, four-time Olympic champion Sir Mo Farah swaps his running shoes for a Padel racket in an exclusive new film. Guided by content creators Austyn Farrell and Ovie Soko, Mo’s hilarious and humbling performance proves that even the sporting elite might not be at the top of their game when starting from scratch.
Through highlighting that exercise is often a shared experience, the Move Different campaign directly taps into what people say they need to make a start, as 62% would be more likely to try a new sport if a friend joined them, while 56% would feel more confident if their partner in crime was a fellow beginner.
Crucially, the data also exposes a major missing piece in the nation’s fitness toolkit: basic hydration. Even though experts recommend drinking at least 2 litres of water daily, only 22% of those surveyed drink more than 1.5L of water per day. On low-water days, 38% reported fatigue and low energy, while nearly a quarter (24%) say they lose their motivation to exercise.
Sir Mo Farah said: “People think because I've won Olympic medals, all movement comes easily to me - but trying something completely new was hilarious, humbling, and a bit messy! Not taking myself too seriously reminded me that pushing your comfort zone isn’t about being flawless, it’s about finding your resilience, moving your body and feeling good. True resilience is both mental and physical, and staying hydrated is key to pushing past doubt and building real confidence from the inside out.”
The desire for change is clear, with nearly half of those surveyed (49%) wishing they had tried more new sports or activities over the past year. For those who did take the leap, the impact on wellbeing was immediate, leaving participants feeling happier (32%), proud (30%) and mentally recharged (29%).
To get the UK moving, Buxton has launched the Buxton Move Different Strava Challenge. This digital initiative invites the nation to log a brand-new sport or activity on the app – whether it’s hitting the Padel court, trying yoga, swimming, or joining a walking group – and track their progress while prioritising their daily water intake, with a chance to win a £500 Nike gift voucher.**
Content creator, Austyn Farrell said: "For me, movement has always been about joy, energy, and letting go of the pressure to look perfect. I want to encourage people to shake off the worry and give something different a go. Sign up for the Buxton: Move Different Strava Challenge, try that class or sport you’ve been putting off, and remember to keep your water intake up. Let’s celebrate the real, imperfect journey of getting active together!"
Warren Plaskett, Head of Marketing, Nestlé Waters & Premium Beverages UK, said: "When Sir Mo joined our ‘Sweat and Tears’ campaign with Mind, we didn’t expect to end up on a Padel court - and nor did he! Our research shows that concerns about looking good can stop people from giving new activities a go, and 4 in 5 struggle to get the recommended daily 2L of water**. We hope our latest film with Sir Mo will help to close that gap and encourage the nation to get active and hydrate for physical and mental wellbeing. It’s also an invitation to join the 700,000 people who already took part in our ‘Sweat and Tears’ campaign through a wide range of events and services. Our latest challenge is live now on Strava, and we hope to see you there!”
Emma Ackerman, Executive Director of Income Generation, Mind said: "Physical activity can have a transformative impact on our wellbeing, helping to manage stress, boost self-esteem, and build emotional resilience. That's why we're incredibly proud to continue our partnership with Buxton, and why we're teaming up with them and Sir Mo Farah for the Move Different campaign. Movement can do wonders for how we feel and how we look after our mental health, especially if we strip away the pressure to get things right the first time and embrace the joy of trying something new."
The brand-new campaign film is available to watch here. To join the movement, share your journey online and sign up for the Buxton Move Different Strava Challenge. Share your journey with us and use #MoveDifferent on social media.
*Water contributes to the maintenance of normal physical and cognitive function. Drink at least 2 litres of water daily from all sources.
** Source: Engagement topic on The Blue Room - drinking water study, July 2024
