The fitness industry has voiced a desire to widen the appeal of gyms in order to bring in different audiences and demographic groups. It has launched numerous initiatives to achieve this aim. Yet, take a look at the marketing materials used by health clubs and you’re likely to see images of svelte women with shiny ponytails and perfect skin, or ripped, handsome men.
Many people have preconceived ideas about what gyms are like and often feel certain that they won’t fit in. Unfortunately, the current imagery used by clubs seems to support gym stereotypes. In this respect, Sport England’s This Girl Can campaign has been a breath of fresh air and has mobilised 2.8m women.
In fairness, it’s not just the health and fitness industry that’s guilty of using unrealistic models in its marketing. But as an industry that promotes good health, should more operators be focused on images that show realistically achievable physiques rather than unattainable levels of perfection? Or is using real people a risky strategy that’s likely to destroy the aspirational element of fitness?