In 15 years working in the fitness industry and at least another 100 as a consumer of fitness, I’ve seen one of everything come and go (and come back and go again).
Long before the attitude 'strong is the new skinny' was made popular on a singlet, as a fitness collective we were edging toward this approach in any case.
The launch of BODYPUMP to group fitness studios more than 20 years ago introduced weight training to masses of women. The popularity of Pilates peaked a decade after teaching us that strength training didn’t have to involve picking up and putting down weights.
The explosion of social media after that exposed us to images of strong looking women we’d never seen before in the media.
Watch: Seven health myths, debunked. Post continues below.
Whilst that singlet verbalised the direction we were heading back in the day, what it should have said was: Strong is the new Skinny* on the front with a big disclaimer on the back.
The ambiguity of these words is the reason I believe the message is being re-analysed all these years later; in 2021 we are more woke to putting ourselves or others in a defined box and labelling these boxes 'good' or 'bad'.