Sweatlife festival is a two-day brand-centric workout and retail expo that draws armies of yummy mummies, city-dwelling yuppies and “fitness first” fans to its wellness ‘sanctuary’. It’s hosted by Lululemon and boasts a party-like atmosphere, soundtracked by mic’d up gym bros and fuelled by kombucha and turmeric lattes, it’s a mecca for fitness devotees in the age of Gwyneth Paltrow’s Goop.
Mixing pilates with consumerism, attendees engaged in topical talks such as “Goal Setting That Works”, or “Removing Barriers: Social Impact + Yoga”, alongside working up a sweat with ’90s-themed dance class and finally rounding off the day with a splurge on Lululemon goodies. We sent photographer Alexander Coggin to the endorphin-fuelled event to capture the armies preparing for beach body battle.
Ready, sweat, go!