When the COVID-19 pandemic swept across the world in early 2020, hygiene became a societal obsession. From constant hand-sanitising to surface disinfection rituals, the invisible battle against pathogens entered every home, workplace, and public setting. Yet beneath this visible wave of cleaning and caution, a quieter revolution was unfolding

While antimicrobial materials have traditionally been associated with healthcare and consumer goods, their application in aerospace and defence is gaining momentum. Industry leaders are beginning to see the value of embedded antimicrobial technologies — additives or treatments integrated directly into polymers, coatings, and textiles — as a passive, self-sustaining defence mechanism.

The fitness industry has never been more focused on performance, hygiene, and durability. From boutique studios to commercial gym chains, operators and consumers alike are demanding more from their equipment. Behind the scenes, a quiet revolution is taking place — driven by the use of advanced functional additives in materials used for gym equipment.

In a market crowded with sustainability promises, performance buzzwords, and scientific claims, standing out requires more than technical excellence — it demands strategic communication. For functional additives and surface technologies, the challenge is clear: how do you make the invisible both credible and desirable?