Hey there. Fitness marketing has a way of making us believe that we should be constantly chasing an ideal body. The industry thrives on making us feel like we are out of control and then selling us solutions to fix that feeling. Whether it’s a diet plan, a workout program, or a supplement, the message is always the same, you need this to finally achieve the body you want.
The truth is, there is no single ideal body. Bodies are different. Two people with the same height and weight can look completely different. Trends in body standards have always changed, and they will continue to change. If you are constantly chasing an ideal, you will always feel like you are falling short.
This is where before-and-after transformations come into play. They are one of the most common tools in fitness marketing, used to showcase dramatic results and sell products. But here’s the issue, results are not typical. You see a bold transformation photo, but in tiny print, you’ll often find the disclaimer that results may vary. It’s a subtle way of making you believe that if it worked for someone else, it will work for you, even though every person’s journey is different.
As someone who has worked in fitness coaching, I’ve chosen not to use transformation photos for marketing. Not because they don’t work, but because they send the wrong message for what I’m trying to get out.
Then there are fitness slogans and taglines that get repeated over and over. "Calories in, calories out," "Discipline is doing what you don’t want to do," or "The best plan is the one you can stick with." These statements hold some truth, but they also oversimplify the process. When fitness marketing makes it seem like weight loss should be easy, it can make you feel like you’re failing when it’s not happening as fast as you expected.
The real goal isn’t to chase an ideal body, it’s to develop an inside/out approach to health. That means building habits that align with your preferences, focusing on movement and nutrition that works for you, and letting your body evolve naturally over time. Instead of constantly searching for the next quick fix, you start to build a foundation that lasts for the rest of your life.
If you’re tired of feeling like you’re always chasing something, let’s change the approach. Join The YLF Experience to start building a sustainable, inside/out process that puts you in control.