Gymtimidation: A Shift in Fitness Advertising and Culture

Krissy Vann | Host, All Things Fitness and Wellness

Many in the fitness industry are departing from the conventional approach of advertising chiseled physiques and dramatic weight loss as the ultimate fitness goals. Instead, we are witnessing a refreshing shift, where more companies are embracing campaigns that prioritize educating consumers about the holistic benefits of exercise concerning health. These evolving campaigns spotlight not only physical transformations but also emphasize the profound impact of exercise on overall well-being. They promote elements such as the simple act of moving, breaking free from sedentary lifestyles, increasing one's health span, preventing chronic diseases, and nurturing mental health.

A recent survey conducted by ASICS, which reached 2000 UK-based individuals aged 18 and above through Onepoll, uncovered startling revelations. An overwhelming 78% of respondents expressed their dissatisfaction with conventional sports advertising, deeming it uninspiring. Perhaps more alarming, 33% of those surveyed admitted that these sports advertisements actively deter them from engaging in physical activity. Most notably, two-thirds of non-exercisers (68%) confessed that they refrained from setting foot in a gym due to the overwhelming feeling that they didn't fit the stereotypical image of an 'ideal' exerciser.

Gary Raucher, the executive vice-president of ASICS EMEA, illuminated the gravity of this growing issue. He stated, "The sports industry has been telling us for years that the only thing that matters is a faster time, a longer distance, a higher score, and more reps. Although it’s aimed at motivating people, our research shows it’s having the reverse effect and instead creates an intimidating culture that’s putting people off exercise – something we’re committed to change."

This transformation in the fitness industry represents a significant turning point, where exercise is no longer confined to the pursuit of a specific appearance. Instead, it is celebrated as a means to embrace movement, resulting in enhanced overall health and well-being. As more companies and brands join this movement, it is hoped that the culture of gymtimidation will gradually dissipate, making exercise accessible and welcoming to everyone, irrespective of their body shape or size.

Elevate Your Expertise: Tune in to Our YouTube Channel for Exclusive Podcasts with fitness and wellness Industry Titans and Game-Changers