What kind of messaging do we see in the fitness industry on a regular basis, and why are many parts of it so problematic? Alongside my coaching colleague Zoe Peled, we commit to calling out four falsities that need to be addressed, including the value assigned to the scale, the perverse need to have statements like "strong is the new skinny", and how the industry strategically markets itself to women based on shame and comparison. Time to kick the BS to the curb!