It’s a strange relationship that I have with the fitness industry. I love it. I truly do. It has enabled me to follow my ambitions and dreams that I thought were beyond me or that had passed me by. I get to meet like-minded people which means I don’t need to bore my wife with news on my new bench press personal best. And the gym is my go to place for getting my head straight. Not many people get to say that about their workplace.
But it is also full of crap. For all the good it can do, there is an element of the industry that feeds off our insecurities.
Dr Gail Hines said,”If tomorrow, women woke up and decided that they really liked their bodies, just think of how many industries would go out of business.”

The fitness industry would be one of them. And in the past couple of decades I believe that the industry has begun to target the other half of the population too. Since the end of the degradation of women in magazines such as FHM and Zoo and newspapers putting a stop to page 3 in the UK, publishers had to target men in a different way. So now they put half naked pictures of male physique models in their magazines and tell them that is what they’re supposed to look like followed by an ad for creatine tablets.
But, despite it being important for the fitness industry to have men across the world feeling inadequate, it is far more lucrative for females to hate their bodies. Or to put it another way, it is more lucrative for the industry to tell women that they should hate their bodies.
For example, we join a weight loss group and go through the torturous weekly weigh ins whilst discussing our ‘syns’. Gym classes are attended mostly by women who are promised that they will burn fat, tone legs bum and tums and blast their abs. Personal Trainers are qualified in form and rep ranges but are way out of their depth when it comes to the emotional side of WHY a person has approached them for help in losing 2 stone in a month. (Some trainers are very good, by the way, but do your homework on them before you give them your money.)
The industry wouldn’t survive if we woke up tomorrow, looked in the mirror and said to ourselves “I am good enough. I am worthy.”
And that doesn’t mean that if we did this we couldn’t still train and eat nutritious food. But we would have a completely different outlook on how we approach our goals. We can always want to achieve a fitness goal that entails lower body weight or bigger muscles, but we would start to do it on our own terms.
The industry wants to confuse us.
When I go to the telly shop for a new telly, I immediately regret the whole process. It’s not that I don’t want a new telly, it’s because I am confronted by a salesperson who begins to fill the air with jargon. Yet, even though this is off putting, I do get excited about stuff that a TV can do that I never thought would float my boat. It draws me in. All of a sudden, things like OLED, QLED, 4k UHD, refresh rates, bezels, quantum dots, low latency and resolutions are the most important things in my life.
Before I know it, I’m leaving the shop with a screen as big as the one at The Odeon and if I can figure out the settings I’m sure it can make me a cuppa tea and give me a foot rub.
Now, I’m not saying that these fancy things aren’t useful on a TV, but I would question if I really needed something so glitzy as the TV that I bought. They are buzzwords. They make us want and need something that we think we don’t already have. It makes us feel inadequate if we leave the shop without a TV to go home to our own TV. Our own TV that might have a wobbly button and it’s a few years old but it still works perfectly fine.
The fitness industry sells us our fitness like a TV shop sells us our TV. They make it sexy and an absolute necessity for our lives. Their jargon and their buzzwords, their special offers and their ‘must have’ product means that we fall for their pitch.
I’ll get a new telly that does what I want it to do in my own time and with the advice of those that I trust. And if we say the same thing about our fitness goals, then we could all sit back and watch the industry do a bit of sweating of its own.











