London, July 26 (IANS) Summer holidays prove to be a powerful motivation for several women to lose weight or get in shape, according to research by health and fitness brand Fitbit.
The survey reveals that more than half of people here have tried to or are planning to lose weight or get fit before their next holiday.
Those living in the North of England are most inclined to embark on a bikini diet, closely followed by Londoners, reports femalefirst.co.uk.
It appears that despite the rise of male celebrity role models like "James Bond" star Daniel Craig and "X Men" actor Hugh Jackman, women remain more concerned about their beach bodies with 64 percent of women, compared to 49 percent of men admitting to embarking on a pre-holiday health kick.
The research goes on to show that for both men and women, only a new partner provides greater motivation to get in shape than an upcoming holiday.
For a quarter of women surveyed, a holiday is most likely to motivate them to get fit or lose weight, compared to 28 percent who say it would be a new partner, 15 percent say a social event such as a wedding and only 4 percent a new job.
As many as 41 percent of men say that a new partner would be most likely to motivate them to get in shape, compared to 15 percent who say a holiday, 7 percent a new job and only 4 percent a social event.