Globally, exercise participation rates reveal a troubling disparity across different regions and demographics. In Australia, often heralded as “the lucky country” due to its favourable climate and wealth of natural resources, the reality of physical activity does not reflect such fortune. In 2022, only 22.4% of Australian adults aged 18–64 met the recommended physical activity guidelines. This stark statistic underscores a national issue: a whopping 77.6% of Australian adults are not getting enough exercise.

As professionals in the health and wellness industry, we understand the profound impact of this inactivity. Physically, it increases the risk of heart disease, type 2 diabetes, stroke, and certain cancers. Mentally, it contributes to heightened levels of anxiety and depression, disrupts sleep, and impairs cognitive functions. Beyond individual health, this inactivity places a significant financial burden on both health services and the broader society.

Common barriers to exercise, such as lack of time, motivation, and resources, along with physical limitations and fatigue, are well-documented. However, there’s another substantial barrier that needs our urgent attention: “gymtimidation.” This term describes the fear or anxiety many feel about working out in a gym environment. Reports suggest that up to 50% of people experience gymtimidation, with even higher percentages among women, members of the LGBTQIA+ community, and those with disabilities.

Our ambition as a community of fitness enthusiasts, gym brands, and marketers should be to redefine what “healthy” and “fit” look like. The current fitness industry often portrays a narrow and unrealistic image of health: slim, toned, and tanned. This stereotype is not only unachievable for many but also unwelcoming.

What motivates me is the potential to inspire confidence and increase physical activity through inclusive representation. By showcasing a diverse range of bodies, abilities, and backgrounds in our marketing, we can challenge these outdated perceptions and make fitness more accessible. Celebrating the true diversity of gym-goers in our communications and promotions can help demystify the gym environment and encourage more people to participate in physical activities. Moreover, embracing diversity in fitness marketing is not only a moral and social imperative but also a smart business strategy. It allows us to engage a broader consumer base, moving beyond the narrow, body-perfect stereotypes that dominate current fitness advertising.

In conclusion, as leaders in the health and fitness industry, we have the opportunity—and responsibility—to lead the charge in breaking down the barriers of gymtimidation and redefining fitness. Let’s commit to making our spaces more welcoming and our representations more inclusive. It’s time to ensure that our brands resonate with everyone and that everyone feels “lucky” enough to participate in the joy and benefits of physical fitness.

About Caitlin Bancroft

Caitlin is the Chief Marketing Officer for Collective Wellness Group (CWG), joining the business in July 2021. In her time at CWG, Caitlin had led the marketing for Anytime Fitness, XTEND and SUMHIIT Fitness. Prior to CWG, Caitlin has held Senior Marketing leadership positions at Blackmores, Revlon Cosmetics, and Vitaco Health, with her early career spent in the advertising industry working on brands such as Nike, Diet Coke and news.com.au.

Caitlin is a consumer-centric, commercially astute, strategic, and innovative Senior Executive. She has delivered first to market innovation, successfully developed and implemented strategic marketing plans and compelling brand communications based on consumer insights, and achieved commercial targets through strong P&L management. Caitlin has been responsible for building and leading high performing teams with one of the most rewarding aspects of her roles mentoring her team and seeing them flourish and grow.

Caitlin is also passionate about health and wellness and inspiring others to be their best selves. This passion saw her gain a qualification in naturopathy which she practised for several years. She is grateful she has the opportunity to marry her dual passions of brand marketing and health and wellness every day in her work.