IS FITNESS FINALLY GETTING INCLUSIVE?
A new wave of diverse and daring women are changing the face of fitness. So does this mean the industry is finally shaping up?
WORDS HATTIE PARISH
We’ve all been there. Dismissed with a look for wearing supermarket leggings in a class of willowy, Lululemon types, being slightly off the beat in a dance class, or struggling to set up a bike at that trendy spin studio. For a long time, the fitness industry has operated with this unwelcoming undercurrent. An air of exclusivity has shrouded the wellness sphere, reserved only for those who look, move and spend a certain way. Joining a new gym or turning up at a new class can require more than a little self-confidence.
That expensive Lululemon gymwear isn’t going anywhere – athleisure is more high fashion than ever. But the wellness movement has shifted from a trend to a global preoccupation, with the UK fitness industry alone worth £5 billion. Clearly, its influence goes beyond the young, white, slim and able-bodied manifestation we’ve come to associate with a ‘fit’ person. Global wellness platform Welltodo (welltodoglobal.com) named inclusivity as one of their top consumer trends for 2019, condemning the industry for its poor efforts to date and encouraging brands to ‘push the boundaries of diversity’ in order to exploit business opportunities.
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