The hottest gym in LA right now is Bünda: Portuguese slang for bum, the “home of the better butt” – a gym entirely dedicated to working your posterior. It promises a “total body change”: “Once you Bünda, you will never look back … well, maybe for a selfie.”
The trend has hit UK gyms, too, with a number now offering a range of classes focused only on glutes, from “BadAss” to the “Kylie Butt Lift” – named after Minogue, not Jenner. But it is the rise and rise of Jenner and the Kardashian family, whose bottoms have grown with their bank balances, that has led to a seismic shift in workout culture. While many women have, of course, always taken pride in well developed glutes, the emphasis on a firm, or “juicy”, bottom has now overtaken the flat stomach as the fitness holy grail in mainstream women’s health magazines.