By Edward J. Thomas –
Apparently, too many people are getting sweaty by watching workout videos for all the wrong reasons. The fitness industry is over-sexed and it’s not doing their bodies or anything else any good.
That’s the claim of Australian fitness star Kayla Itsines, who is calling out the fitness industry in general and online fitness influencers for over-sexualizing their products and outwork videos. She’s not alone in her concerns either.
Itsines, creator of the well-regarded fitness app SWEAT, recently started railing about other online fitness celebrities who have a penchant for filming their activities from a “particular angle” under the guise of a “glute workout.” She claims these views have little to do with helping people get in shape and are instead focused on drawing in more money-making views.
While acknowledging views are important, the mother of two says “booty workouts” are not child friendly, probably don’t promote physical fitness and aren’t a great example for women.”
“It’s just not something I want to see,” she noted in a video that she shared with her 16 million viewers. She also stressed that she would not be filming her sessions from behind. “I have a daughter, and I’m trying to be an example to women. No drinking, no drugs, no smoking, no highly sexualized content.”
Itsines isn’t the only one complaining about the sexualization of the fitness industry. Many of her followers agreed with her take, with some noting that many online fitness videos have become close to softcore porn.
“It’s not helpful to my fitness journey in the slightest, it’s gross and adds to misogyny in fitness spaces,” one follower wrote in response to Itsines’ video.
Other trainers and fitness influencers have also raised concerns about how the industry markets itself and in many ways objectifies women in the process.
“I am sick of seeing a woman’s ass!” wrote one occupational therapist on Medium.
In the article on the “pornification” of the industry, this person went on to note “My Instagram feed is full of young women in booty shorts or thongs doing jumping jacks, twerking or doing a squat with nothing but a full shot of their rear. My mistake in seeing this content?”
The problem isn’t limited to just online experiences, according to Stylist, a British website. The industry’s ongoing sexualization carries into gyms, making it at times a less than ideal place for a woman to workout.
“The sexualization of women has implications ranging from a fear of the weights room and a lack of inclusivity for all bodies and abilities,” Chloe Gray wrote.
Unfortunately, sex drives all sorts of businesses, including the fitness industry. This means it is likely to remain a component of marketing efforts going forward, at least for product sales and online videos. Observers note that awareness and the growing number of women working out at gyms may help lessen the drive to sexualize the industry and make workout sessions less loaded. There are, however, no guarantees.
