How the Fitness Industry Has Marketed to Women Over Time: A Journey of Unrealistic Standards
Today, we’re taking a trip down memory lane to see how the fitness industry has marketed to women over the years. Spoiler alert: It’s been a wild ride filled with unrealistic standards and a few eyebrow-raising moments. But don’t worry, I’m here to set the record straight.
The Early Days: The “Soft” Era
In the early 20th century, women were encouraged to be soft and delicate. Exercise? Oh, heavens no! Ladies were supposed to preserve their “feminine grace” and avoid strenuous activities that might (heaven forbid) build muscle.
Marketing Message: Be gentle, be soft, be delicate.
Think light stretching and a bit of yoga in your long, flowy dress. Sweat? Not in this era!
The 1950s: The Hourglass Dream
Fast forward to the 1950s, and the hourglass figure was all the rage. Women were told to slim down their waists and enhance their curves, but with an air of elegance. Think Marilyn Monroe but with a side of “don’t lift anything heavy.”
Marketing Message: Achieve that hourglass figure without bulking up.
Enter the waist cincher and those vibrating belt machines that promised to shake the fat away.
The 1980s: The Aerobics Craze
Ah, the 1980s. Leg warmers, leotards, and Jane Fonda workout tapes. Women were encouraged to get moving with high-energy aerobics, but the emphasis was still on staying slim and toned—muscle definition was fine, but bulk was a no-go.
Marketing Message: Get “toned” with aerobics!
Let’s clarify something here: “toned” is a word made up to market towards women. When people say “tone,” they actually mean lean, low body fat, and muscle definition. But back then, “toned” was the buzzword.
The 1990s: The Slim and Lean Phase
The 1990s brought the supermodel era, where being ultra-slim and lean was the ultimate goal. Think Cindy Crawford and Kate Moss. Women were bombarded with images of impossibly thin models and were told that this was the ideal body.
Marketing Message: Slim down, ladies!
Cardio, cardio, cardio. Avoid weights because, you know, muscles are for men.
The 2000s: The Rise of the “Strong is the New Sexy” Movement
Thankfully, the 2000s began to shift towards a healthier perspective, with a focus on strength. The idea that women could be both strong and sexy started to gain traction. However, the pressure to achieve a “perfect” body persisted.
Marketing Message: Get strong, but don’t get too bulky.
Lift weights, but just enough to stay “toned.” Here we go again with that “toned” myth!
Today: The Body Positivity Movement
Fast forward to today, and we’re seeing a more inclusive approach to fitness. The body positivity movement has made waves, encouraging women to embrace their bodies at every size and focus on health rather than appearance. But let’s be real—unrealistic standards and marketing gimmicks still exist.
Marketing Message: Embrace your body, but here’s a product to help you slim down, tone up, and achieve that ideal body. Mixed messages, much?
Breaking Down the Myths
So, what’s the deal with all these unrealistic standards? Let’s debunk a few myths the fitness industry has fed us over the years:
1. You Need to Be “Toned”
Reality: “Toned” is just a way to describe lean muscle with low body fat. It’s not a magic state you can achieve without building muscle.
2. Lifting Weights Makes You Bulky
Reality: Building significant muscle mass requires serious dedication and a calorie surplus that is protein-dense. Women lift for years trying to gain muscle, it absolutely will not happen after doing one set of bicep curls. Lifting weights will more likely help you get lean and strong, not bulky. It will also increase your metabolism, allowing you to burn more calories at rest.
3. Cardio is the Only Way to Lose Weight
Reality: While cardio is great for your heart and burns calories, strength training is equally important for boosting metabolism and maintaining muscle mass.
Embrace Your Strength
The fitness industry has come a long way, but it’s still essential to navigate it with a critical eye. Remember, fitness is about feeling good, getting strong, and enjoying the process—not about fitting into a mold of unrealistic standards. So, next time you hear a marketing gimmick, roll your eyes, and keep doing what feels good to YOU.
Here’s to embracing our strength, breaking down myths, and celebrating our bodies in all their forms. Keep rocking those workouts, and let’s create a fitness world that’s inclusive, realistic, and empowering!
