HIIT and Workout Place: A Study on Influence of Social Media on the Lifestyle of Millennials in India

People across the globe have been showing tremendous enthusiasm as far as adopting a process-based fitness workout is concerned. There are various ways of keeping oneself fit and fine even during the most hectic daily schedules. Since the last few decades, High Intensity Interval Training, popularly abbreviated as HIIT, has found its place among the citizens of different regions as one of the finest ways of keeping one healthy and sportive. In India, the millennials have been steadily accepting this popular form of workout thanks to their exposure to various media. However, the workout place becomes an important consideration due to various reasons including the impact of COVID pandemic restrictions. The current study is an attempt to bring out the factors behind the preference of HIIT in offering the people a systematic workout process choosing an appropriate place. Conducted in the twin cities of Bhubaneswar and Cuttack in Odisha, the focus of the study was to understand the role played by social media while guiding the millennials to maintain a change with the adoption of HIIT emerging as a trendy workout process. Six factors emerged from the study and the results of its corresponding analysis with the preferred workout places can help the professionals and trainers of HIIT to devise innovative methods to make the workout practice popular and preferred in developing markets.