I don’t have the exact numbers on this, but somewhere around 99% of the health and fitness marketing and advice for women revolves around looks.

Amazon returned these book (sub)heads with ‘women fitness’:

Walking for Weight Loss

A Strong, Lean Body for Life

Interval Weight Loss for Women

Thinner Leaner Stronger

Lift To Get Lean

While it’s understandable that looks matter to most, it’s misguided to think it’s the number one concern for everyone. Who decided that looks is the main narrative? Whatever happened to feeling strong, powerful and full of energy?

Unfortunately, only a few women are ever satisfied with how their body looks. But I have to wonder, how much of this feeling is amplified by the mainstream fitness narrative of the slim, toned body?

This narrative is not only narrow in its definition. But also unattainable for most women because of body proportions, genetics, and, I don’t know, raising kids, working and other important commitments in life.

How much more content would you feel about your body if you wouldn’t see constant reminders of this weight loss/aesthetics narrative?

I can’t change that. But I can make a small contribution towards a healthier, more productive narrative. Here’s my promise.

I will never write about fat loss or aesthetics.

That doesn’t mean that fat loss can’t be your goal. Or that looking a certain way can’t be important for you. But there are plenty of trainers and coaches and resources specialising in that.

The last thing you need is another place where everything about your health and fitness revolves around your appearance.

Fuck that noise.


ps. Yes, there are past blogs about it on my site and in my book. But I will no longer contribute to that pile.