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Fitbit: Does the definition of ‘strong’ need rethinking?

Recent research by Fitbit uncovers a gap between how we perceive the term ‘strong’ and how the dictionary presents it.
What do you think of when you hear the word ‘strong?’ An image of a weightlifter, Olympian or someone that can withstand a lot of physical exertion? Strong is a word that evokes images of physical fitness and being ‘tough.’
However, new research conducted by Course5 Intelligence on behalf of Fitbit in August and November 2021 in the UK1, 83% of Brits agree that definitions of strong should encompass more than attributes of physical strength and as a result, almost 7 in 10 UK respondents (67%) believe its primary definition in the dictionary needs to be updated.
This research comes as part of Fitbit’s latest campaign, ‘What’s Strong with You,’ which celebrates multidimensional ways in which people define their personal strength beyond the traditional physical sense, be it emotional, spiritual or mental. The findings address the disparity between how ‘strong’ is understood by the masses and how it’s perpetuated by dictionaries and sources of information.
Over half (54%) of Brits surveyed recognise that the definition of true strength is a combination of mental and physical traits while a third (35%) define it as the ability to deal with the stresses and challenges that life can present us with. Like Brits, Fitbit would like to see the perception of strong expanded to encompass a more holistic and inclusive meaning, both physical and mental.
When it comes to how people build mental strength to feel ready to take on each day, sleep comes out on top with 71% of Brits surveyed saying a good night’s rest helps them feel strong. Physical exercise came second (51%), while the mindful activity of setting goals came third (30%).
“At Fitbit, we recognise that being strong comes in many guises be it physical, mental or emotional. Strength is all-encompassing and this should be reflected in all meanings of the word ‘strong’. Lucy Sheehan, Head of Marketing UK at Fitbit, said talking about the research. “At Fitbit we believe it’s important to have a holistic approach to our wellness, and this mindset should apply to what makes us strong as well.”
As part of its What’s Strong With You campaign, Fitbit is on a mission to crowdsource definitions of ‘strong’ from people across the UK and Ireland. Join the conversation and share your definition on Facebook and Instagram with #WhatsStrongWithYou.
Fitbit exists to help support everyone’s holistic health and wellness. From Daily Readiness to help you manage your recovery to over 300 sleep and meditation relaxation sessions in Fitbit Premium, including content from Calm, the #1 App for Sleep and Meditation. Fitbit is there to help you have enough energy to play with the kids in the park, smash a new personal best and gives you the chance to have some ‘me’ time with meditation.
For more information on Fitbit and its services, please visit www.fitbit.com.
1A survey by Course5 Intelligence conducted on behalf of Fitbit in August 2021 of 13,053 adults in 12 countries across Europe, Middle East and Africa. (UK, Ireland, France, Germany, Italy, Spain, Netherlands, Norway, Sweden, Poland, South Africa, and UAE), with additional survey questions shared in the UK, Netherlands and Ireland in November 2021. The participants are a representative sample as selected by Course5 Intelligence.
Latest News
Arizona Department of Gaming and Arizona Lottery Announce Proclamation Recognizing September 2025 as Responsible Gaming Education Month

State agencies join forces to raise awareness, promote prevention, and provide tools for safe and responsible play.
The Arizona Department of Gaming (ADG) and the Arizona Lottery are proud to announce a joint effort in support of a new Proclamation recognizing September 2025 as Responsible Gaming Education Month in Arizona.
Responsible gaming is about ensuring that individuals who choose to play have the tools, resources, and knowledge they need to make informed decisions and enjoy gaming as a form of entertainment. While problem gambling initiatives focus on helping those already experiencing harm from gambling, responsible gaming emphasizes prevention by encouraging healthy play behaviors before they reach a critical point.
Throughout September, and continuing in the months ahead, the ADG and Arizona Lottery will work together to strengthen education and awareness initiatives. The goal is to equip players with strategies and resources that help them keep gaming fun and safe, while helping reduce the risks associated with problem gambling.
“For over 30 years, the Arizona Department of Gaming has safeguarded the integrity of gaming through strong consumer protections, enforcement against illegal operators, and support services for those impacted by problem gambling,” said Jackie Johnson, Arizona Department of Gaming Agency Director. “During Responsible Gaming Education Month, we remind everyone that part of playing responsibly is being informed—always double-check before you place your bet to ensure you are using a legal, regulated operator at gaming.az.gov/checkyourbet.”
The Arizona Lottery also remains steadfast in its commitment to responsible play and has a Level 2 certification with the World Lottery Association for responsible gaming. Lottery games benefit the people of Arizona by generating critical revenue that funds education, healthcare, environmental conservation, and economic development. At the same time, the Lottery prioritizes the well-being of its players. Each ticket includes clear odds of winning, vending machines display game odds, and the 1-800-NEXT-STEP helpline is featured across Lottery products and advertising.
“We are proud to deliver entertainment that benefits communities across our state, while recognizing our responsibility to promote safe play,” said Alec Thomson, Arizona Lottery Executive Director. “Through transparency and awareness, we want every player to have the tools they need to make informed decisions and enjoy the Lottery responsibly.”
As Arizona observes Responsible Gaming Education Month, ADG and the Arizona Lottery encourage all players to stay informed, know their limits, and seek help if needed. Together, we can ensure that gaming remains a source of entertainment that strengthens, rather than harms, Arizona communities.
For more information and resources, visit gaming.az.gov/ResponsibleGaming or ArizonaLottery.com/ResponsibleGaming. If you or someone you know may be struggling with problem gambling, call or text 1-800-NEXT-STEP for confidential support available 24/7.
Canada
absolutebet Secures AGCO Registration as an Internet Gaming Operator in Ontario

Internet Gaming Operator by the Alcohol and Gaming Commission of Ontario (AGCO).
This significant milestone authorizes absolutebet to offer regulated iGaming services in Ontario’s legal market under the oversight of AGCO and iGaming Ontario (iGO).
The registration marks a key step in absolutebet’s mission to bring a trusted, responsible, and innovative online casino experience to Ontario players. absolutebet is committed to operating with integrity and transparency, meeting all provincial standards for player protection, responsible gambling, anti-money laundering, and game integrity.
“Securing AGCO registration is more than a milestone—it’s the start of absolutebet’s journey in one of the most exciting regulated markets in the world,” said Chen Truman, Founder of absolutebet. “We are building a brand that will grow with the Ontario community and set the stage for future expansion.”
On the regulatory milestone, Krisztina Kalla, Legal & Regulatory Compliance Advisor of absolutebet, commented: “I’m incredibly proud to see all the hard work behind this license pay off. Securing AGCO registration has taken months of preparation and close collaboration with regulators and partners. I am very happy to see the result of that work, and even more excited as we move into the launch phase and open up the absolutebet community to Ontario players in a fun and responsible way.”
Ontario is recognized as one of the most competitive and fast-growing regulated iGaming markets in North America. With AGCO registration secured, absolutebet will move forward with the final stages of its iGO onboarding process in preparation for launch.
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Woodbine partners with 1/ST for Pegasus World Cup Filly & Mare Turf Qualifier

Woodbine Entertainment has announced a partnership with 1/ST that will see the bet365 Dance Smartly Stakes (G2) become a qualifying race for the Pegasus World Cup Filly & Mare Turf Invitational Stakes (G2).
The winner of this year’s $200,000 bet365 Dance Smartly Stakes at Woodbine Racetrack will receive an automatic invitation to the 2026 $500,000 Pegasus World Cup Filly & Mare Turf at Gulfstream Park in Hallandale Beach, Florida.
The Dance Smartly, to be held on Saturday, October 4 at Woodbine, will be contested at 1 1/16 miles on the bet365 Inner Turf Course and is part of a stacked card headlined by the returning $750,000 Canadian International (G1).
“We’re pleased to partner with the team at 1/ST Racing to add this unique bonus to the Dance Smartly,” said Tim Lawson, Vice-President of Thoroughbred Racing for Woodbine. “Pegasus World Cup Day has become an outstanding showcase of our sport and it’s exciting that the opportunity to be part of it will be connected to a prominent race on one of our biggest days of the season.”
The 2026 Pegasus World Cup will celebrate the 10-year anniversary of racing’s leading luxury, lifestyle and sporting event. The Pegasus World Cup debuted in 2017 as part of 1/ST’s mission to excite, energize and modernize the sport of racing for a new generation of fans and to provide lucrative opportunities for Thoroughbred owners and trainers. The event annually attracts the sport’s biggest names and is viewed globally.
“We’re thrilled to partner with Woodbine in linking the Dance Smartly to Pegasus World Cup Day,” said Aidan Butler, President of 1/ST. “This collaboration strengthens the global profile of both events, while providing horsemen and fans with a world-class pathway from Toronto to South Florida.”
The 2026 Pegasus World Cup will be held in January.
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