Episode Description & Show Notes:

This week, a fitness influencer went viral for saying people over 200 pounds shouldn’t be allowed in Pilates class—and that instructors with a “gut” shouldn’t be teaching.

Yes, she deleted the video. But the damage was done. Thousands of people agreed with her.

This is the fitness industry we’re still up against. And in this episode, we’re not just pushing back—we’re burning the whole narrative down.

We break down 13 research-backed reasons why building your fitness brand around body transformation isn’t just unethical—it’s lazy, outdated, and costing you money.

What we cover:

• Why transformation-based branding leads to low retention and high churn

• How extrinsic motivation backfires (and what the neuroscience says)

• The impact of shame-based messaging on mental health

• How to actually build emotional loyalty that fuels long-term growth

• Why purpose-driven brands scale better—and feel better

This episode is part reckoning, part guidebook. We brought the science, the lived experience, and the tools to help you build a brand that doesn’t just sell workouts—but moves people.

Whether you’ve already left the old model behind or are still working your way out of it—this one’s for you.

If this message resonates, share it. Post it. Text it to your team. Forward it to another studio owner. This is how we shift the industry—together.

  SPRING INTO SUMMER AUDITS (Limited-Time Offer)

Want to be sure your brand is saying what it’s supposed to—and that your class experience is reinforcing it?

• Brand Strategy Audit with Barry – $150

• Experience Architecture Audit with Shay – $150

• Bundle both for $250

We’ll review your messaging, experience delivery, and help you align your brand with what actually works—ethically, emotionally, and financially.

DM us “AUDIT” on Instagram or email us at [email protected]

 

Citations & Research Sources

1. McGonigal, K. (2020). The Joy of Movement: How Exercise Helps Us Find Happiness, Hope, Connection, and Courage. https://www.penguinrandomhouse.com/books/562466/the-joy-of-movement-by-kelly-mcgonigal/

2. Singh, B. et al. (2023). Effect of Physical Activity on Symptoms of Depression and Anxiety in Adults: A Meta-Review of Meta-Analyses. British Journal of Sports Medicine. https://bjsm.bmj.com/content/early/2023/02/16/bjsports-2022-106195

3. Ducharme, J. (2022). Mental Health Benefits Are Getting Americans Back to the Gym. TIME Magazine. https://time.com/6233766/mental-health-benefits-exercise/

4. Inspire360 (2023). Mental Health Issues Are on the Rise: How the Fitness Industry Can Help. https://blog.inspire360.com/mental-health-and-the-fitness-industry/

5. Mintel (2023). Exercise Trends and Mental Wellness in the U.S. https://www.mintel.com (requires subscription access)

6. Mindbody Wellness Index (2022–2023). Top Reasons Americans Exercise. https://www.mindbodyonline.com/business/education/blog/wellness-index

7. Clear, J. (2018). Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones. https://jamesclear.com/atomic-habits

8. Harvard Business Review (Reichheld & Schefter, 2000). The Economics of E-Loyalty. https://hbr.org/2000/07/the-economics-of-e-loyalty

9. Blink Fitness. Mood Above Muscle Campaign Case Study. https://www.blinkfitness.com/about/mood-above-muscle

10. PubMed (Tiggemann & Zaccardo, 2015). “Fitspiration” on Social Media: Body Image Effects of Fitspo vs. Self-Compassion. https://pubmed.ncbi.nlm.nih.gov/26176993/

11. Two Brain Business (2019). The Real Problem With 6-Week Challenges. https://twobrainbusiness.com/the-real-problem-with-6-week-challenges/

12. Marshall, E. (2025). Music Is Medicine: How Rhythm Heals the Body and Moves the Soul. https://musicismedicine.co

13. Fitcarma Brand Strategy Guide (2025). Internal brand framework. https://fitcarma.com