In a recent Instagram post, Nadiya Hussein, the much-loved TV presenter and winner of ‘The Great British Bake Off’, shared a troubling experience that resonates with many women today. After finding what she thought was a welcoming local women’s gym, Nadiya received an email that left her feeling disheartened and angry. The email guilt-shamed her and others for enjoying a few too many ice creams over the summer, suggesting they had likely gained weight and should, therefore, join their gym. Nadiya’s instagram post – https://www.instagram.com/p/C_s9cVrq-B2/?hl=en
Nadiya’s response was powerful and on point: “There is no need to shame women to get them to go through your door. Shaming women so you can benefit financially is just the worst thing ever… We should be empowering women, not taking them down.”
As a health and fitness professional working specifically with women, I couldn’t agree more with Nadiya. The unfortunate reality is that this kind of marketing is all too common in the fitness industry, especially as we transition from the summer months. Many businesses are pushing their transformational programmes with a focus on before-and-after photos, promoting the idea that true health is defined by body shape and the number on the scale.
While it’s true that some individuals featured in these campaigns have achieved their goals and feel better for it, this approach is incredibly narrow-minded and unhealthy. It perpetuates the notion that success in health and fitness is only valid if it results in a muscly, slim physique. But what about the everyday woman who doesn’t fit this mould? At We Are Fit Attitude, we take a different approach. We celebrate women’s strength based on how they feel, not how they look.
The pressure to conform to an ideal body shape is relentless in today’s society. Whether it’s the drive to be skinny or the current trend of being toned and muscular, these ideals are simply not attainable for every woman, nor should they be. It’s time we created a world where women can embrace their natural shapes and be proud of their bodies, wobbles and all, understanding that how they feel is what truly matters.
It’s deeply concerning that so many fitness businesses, both online and in-person, continue to use guilt as a marketing tool. This approach is not just ineffective in the long term; it’s damaging, especially to women and parents. August is a challenging time for many, with the school holidays disrupting routines and adding pressure to already busy lives. If enjoying a few ice creams with the kids, having fish and chips at the beach, or grabbing a burger on a day out means gaining a pound or two, so be it! The important thing is the joy and memories created with their families.
As September arrives and routines return, so too does the structure that supports a healthy lifestyle. Using guilt as a motivator only adds to the burdens women already carry. Women have enough to deal with, and the last thing they need is to be made to feel ashamed for living their lives and enjoying moments with their families.
We need to shift the narrative in the fitness industry. It’s not about shaming women into action; it’s about empowering them to find strength in how they feel and the lives they lead. As Nadiya wisely pointed out, “We should be empowering women, not taking them down.” At We Are Fit Attitude, that’s exactly what we strive to do every day.
This was very timely for me as I was creating a show reel to celebrate the incredible community of strong women that I have in my club at the menopause event we’re attending this week which you can playback above.
I’ve played this over and over as I just feel this is what women’s strength is about. Women feeling strong and looking strong too, but not defined by their body shape. These images capture women’s strength that, to me, is what ‘transformation’ is all about, and that’s what we should be celebrating more of, not a semi-naked shot of a headless woman having lost weight.
Anna, WAFA Founder