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 is the backbone of  the latest phase of its year-long Sweat and Tears partnership with Mind, and a new campaign tackling a growing barrier to exercise participation – fear of judgement. 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”.

50% of people worry about looking inexperienced when they exercise; 27% say it’s a lack of confidence putting them off; 17% specifically fear embarrassment, while 16% worry about what others think of them.

The partners’ Move Different campaign is a two month-long initiative that 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 | Buxton.

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 the campaign 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, Move Different 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. Only 22% of those surveyed drink the minimum requirement per day. And 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 stated, “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.”