The (Unfortunate) Business of Fitness

Sara is that girl.

She's in great shape.

Actually, she's in phenomenal shape.

She plans all her meals, she's perfectly toned, and she never misses a workout. She smiles and she laughs and brings life to muted rooms. She's the glint in the eye of all guys, a shimmering beam of hope and quiet envy to her girlfriends and her sisters.

She is this girl:

And this girl:

And this guy:

And these people:

And above all things, she is happy. She's happy because she's fit. Because she's sexy. Because people love her, and she has it all.

And you are not Sara.

But you want to be! And in the fitness industry, this product, this coach, this supplement, will get you there. And obviously...

Once you buy this good/service, you can finally be happy.

Welcome to the fitness marketing narrative 😜

In some sales contexts we call this "creating a need".
In most other contexts, we call this pretty ethically questionable, bro.

I could go on and on and on behind the ethics/strategies of digital marketing in the fitness industry, and in most of these blogs, that's exactly what we'll do.

But more importantly...

This blog series will sift through the different camps/studies within the fitness industry, to find the tools that really do work, and the tools that just have plain ole' good-ass marketing.

As a quick ethos assurance, I'm not just a gym-bro who read an article on bodybuilding.com: I'm a certified nutrition coach under Dr. John Berardi Ph.D. of Precision Nutrition, as well as a personal trainer, SFG Kettlebell Instructor, and intern on UGA Football's nutrition coaching team.

So let me assume the metaphorical role of Ms. Frizzle, as I take you, my children of diversity, on a magical journey through the digital fitness universe ;)