28 Dec Gyms Love January!
The sign-up numbers for gym membership increase by about 15% in the first month of the year, so your local gym will be warming up this week in order to sell, as it does every year, the idea of obtaining the perfect body.
We know that long-term, the fitness industry achieves very similar results to the dieting industry, namely a 95% failure rate. However, that doesn’t stop Australians spending over $8.5 billion a year on gym memberships, sports equipment and fitness fads.
Guilt, shame and failure are the foundations for recruitment marketing for the fitness and diet industries. Perhaps you have seen the campaigns, “Be happier, healthier, and sexier…. Lose 10 kilos in 10 weeks! Get that Summer Body!”
This Fatphobic marketing will always exist if it remains profitable. The advertising world has to create a problem, increase your concern about that problem, then offer you a solution to that problem.
Yet, there is a growing movement of people that are rejecting the diet and fitness culture, and they are looking for help and guidance to learn how to be at peace with their bodies and move forward positively.
This is a philosophy that I have incorporated into my therapeutic work with individuals for many years. I help them explore non-diet alternatives that involve empowering themselves to make positives changes in their lives. They learn the skills and motivation they need to improve health, relationships, emotions, self-esteem and self-efficacy, without being led to believe that weight loss will magically accomplish all these goals.
If you are currently making a list of New Year’s resolutions, perhaps it’s time for a different approach that doesn’t involve punishing your body for it’s perceived weaknesses. Ask yourself if this is a ritual you perform every January as you sign up for another ‘New body challenge’?
How many new bodies will you strive for until you allow yourself to enjoy the body you have right now?
If you are open to new discoveries in 2024 then Change your Relationship with Food might be a good choice for you.
If you are a health professional seeking to train in the Anti-Diet Approach for Health Professionals, then we would love to help you do that!