When Health Becomes a Fad

“Thinspiration.”

“Thigh gap.”

“Fitspo.”

There is a new fad emerging in American society, one that is spearheaded by words like these. While clothing companies, media, and popular culture have perpetuated the idea that “thinner is better” for decades now, women face a new challenge: achieving a body that is slim, sexy, and fit.

However, it is not enough for women to be fit and healthy. They must maintain a particular type of fitness—slim but not too skinny, toned but not too muscular. This societal shift in body expectations is readily evident in popular culture and business practices. Victoria’s Secret, whose Angels epitomize the “perfect” female figure, launched its fitness apparel line in 2011. VSX joined other retailers in the fitness apparel boom, when yoga pants emerged as a daily staple and workout-chic became a fashionable option.

Other businesses have also contributed to the idealization of this trending body type. Boutique studios—offering classes in barre, Pilates, and spin, to name a few recently popularized workout regimes—have cropped up in cities and suburbs across the nation. With the waxing and waning of certain fad exercises (does anyone still do hot yoga?), some companies have sought a profit off of an easily bored population. Enter ClassPass, a recent startup that offers a monthly subscription for users to try out different studios in their area. It is uncertain whether boutique studios, which typically rely on a small and dedicated clientele, will ultimately lose money by partnering with ClassPass as potential members drift in and out. Companies like ClassPass may cement the faddishness of exercise instead of encouraging dedicated, sustainable fitness regimes.

There is a growing interest in health in America, which is important for a country where over one third of the population is obese. It is worrying, however, that the “fitness model” is becoming the new standard. Taking studio classes, enrolling in ClassPass, buying VSX apparel—these options do not come cheap. Thus, the sustainability of this rising trend is uncertain at best.

What society needs is another shift; one where being fit and healthy is enough, and where businesses don’t build around the exercise or diet of the day. Society’s fitness model should be your elderly neighbor, who goes for a walk around the cul-de-sac every morning. It should be the mom down the street, who rides along the W&OD after work.

Popular culture and business are locked in a vicious cycle, each one perpetuating of the other while fostering body insecurity and untenable health practices. Consumer demand has the power to break this cycle. Demand healthy role models and affordable fitness regimes, and perhaps we can change the dialogue.