Ten opportunities to move from fragmentation to integration.
Before we begin, it’s worth noting that these ten points are not separate criticisms. They’re all expressions of the same underlying issue. The fitness industry often treats human beings as a collection of disconnected parts — body, mindset, nutrition, performance, appearance — rather than integrated systems. When we focus on isolated parts, we create fragmented solutions. When we understand the whole person, we create lasting change.
Everything that follows can be viewed through that lens…
I’m not one for complaining. In fact, I’ve actively subjugated my frustrations over many years, with a ‘live and let live’ approach to pretty much everything, including the variety of approaches to the same end goal in our industry. However, I do feel that if you value something highly, if you’re so passionate about what you do that it is also who you are, then shouldn’t you stand up and fight for it? That’s what I’m doing here.
Strap in and keep an open mind, because here’s what I want to talk about:
- Image over reality
- Supplements over substance
- AI instead of EQ
- Outdated, damaging, fitness culture
- Science as religion
- Absolutes not unique specifics
- Open, critical warfare
- Human body not human being
- Unpractised self-care message
- Mirrors for body, but not for soul
Let’s go through them one by one, and if you feel uncomfortable, annoyed, or happy, or relieved, rather than take aim at me, how about you ask yourself one simple question: why do I feel this way? As Peter Crone would say, “Anything that upsets you is showing you where you’re not free”
- IMAGE OVER REALITY
Ripped bodies, glistening skin, near-impossible physical feats, skimpy outfits, often with subtle (or not) cosmetic enhancements or delivered by genetic lottery winners. Sometimes it’s difficult to determine whether you’ve accidentally subscribed to porn hub, or you’re watching ‘fitspiration’ content on social media!
Whilst people can do and wear what they like, what most people don’t realise is that these are the outliers, the tiny minority of humans, and most of it isn’t even how they look for the other 23hrs of the day. But the really worrying thing, is that it suggests:
a) This, and only this, is what ‘fit’ looks like
b) It’s what anyone can look like with the ‘right approach’
c) Only people that look like this can help you
d) Progress can only be measured on appearance
Essentially, there’s a superficiality to this that is deeply wrong, misleading and damaging to the people that we could help, and the culture we need to create. Those engaged in making a living from ‘look’ rather than ‘feel and function’ aren’t coaches, influencers or experts – they’re models. But I would say that, because me in hot pants looks more like someone has tried to gift wrap mince beef with dental floss.
2. SUPPLEMENTS OVER SUBSTANCE
Where do I start?
How many people out there have spent a few years experimenting with their nutrition and immune systems, and sought expert help, to find the perfect balance, perfect volume, perfect adaptations according to all other life factors, so that they’re ready to use that final 2% boost that will get them ‘over the line’?
And how many have spent a few more years honing their understanding of themselves so that they can maintain the discipline over months and years, to consume exactly this right nutrition, and all other environmental inputs, so that final 2% really gives them the ultimate edge they desire from the supplements?
And how many of those, know, without doubt, which supplements they need to achieve that final 2% gain?
If you answered YES to all of the above, then enjoy your 2% improvement from your supplements and let me know how it transforms your life.
What I will say, is that according to Expert Market Research (that’s actually their name), the dietary supplements market in Australia alone, was valued at AUD 8.16 billion in 2024. And our industry drives a segment of that.
So either there’s a LOT of people out there who have put a huge amount of effort into understanding their needs, or people are focusing on the 2%, rather than the 98%, and likely not getting the results they want…
Either way, if fitness professionals are making a living from the 2% (supplements), rather than the 98% (substance), then they’re retailers, not coaches.
3. AI INSTEAD OF EQ
I’m not anti-AI, or tech wearables, or apps, or anything that helps people enjoy their life and their health more than they otherwise would. My point here is that our industry seems to be embracing the digital age and forgetting we’re dealing with humans!
If you’re helping clients get healthier in any capacity, and you rely entirely on a phone or laptop in that endeavour, something has been lost – human connection.
In a study by Harvard that ran for more than 80 years, the number one indicator of health and longevity was “good social relationships”. To be clear, social connection was more important than whether people smoked, drank alcohol or exercised.
I’m not sure social media, AI, wearable technology or apps are ever likely to usurp social connection as the most important factor in long, healthy lives. In fact, I doubt they’ll make the top ten.
My suspicion is that the digital age has seen a decline in social skills, so it must be hugely appealing to avoid having to be human whilst endeavouring to help humans.
Just talk, smile, make eye contact, be real, laugh, cry, high five, share stories, listen, show empathy, and CONNECT. (It’s not lost on me that you’re reading that message on a device, but let’s pretend I’m saying it to you in person – wink wink!)
4. OUTDATED, DAMAGING FITNESS CULTURE
Client: I’m in so much pain.
Fantastic! You’re growing.
Client: I can’t walk and I can’t exercise.
Amazing! You really slayed!
Client: Sitting on the toilet is agony.
Hahahahahahaha! You’re welcome!
If this is you, please educate yourself further or leave the industry. With love.
5. SCIENCE AS RELIGION
Science is amazing. Informative; helps set the compass; reassures us when we need to check if we’re on the right track. It’s also created in incredibly specific conditions. Conditions that weed out every possible variable to test one specific element, so we can be sure that adding A to B equals C, reliably.
Then along comes a human in the real world, with literally ALL the variables added back in. How reliable is that science now? Where’s the study that shows that when K, M, R and Z are added into the mix with A and B, that it will still equal C? And where’s all the other studies that show all the other combinations of variables, so that we can entirely rely on the science? The only way we know if the science works, is when we then do ‘the thing’ with several real humans and it then does actually work…or not!
There’s a long list of fitpros proudly boasting an ‘evidence-based approach’ to literally everything they do. However, most actually mean science-based approaches. That’s like saying you’re a tennis professional without ever picking up a racquet, because you’ve read all the books on tennis. Winners play the game. They don’t just read the rules.
The only way you know if science works, is by real-world testing; by literally doing the exercise. How many body movements do you need to be told are good for you? And what if you want to move the body in a way that makes sense and you feel will really help a person, but not one of the tens of thousands of papers written each year can tell you if it’s ‘right’. What do you do?
And god forbid you say publicly, with maybe a demonstrative photo or video, that a certain thing has really helped your clients ie it works! “Can you cite the studies?” “Where’s the science?”
Science can guide, confirm, direct, enlighten, suggest, nudge and at its best, explain why. But if it stops you, as an educated professional, from being creative, from trying something new, from listening to your inner voice, from helping someone, then it’s not a tool, it’s a religion. At worst, a cult.
6. ABSOLUTES, NOT UNIQE SPECIFICS
Generic, one size fits all solutions to training, injuries, nutrition, the lot. And by the way, doing a slight variation on the generic thing isn’t unique, specific training. It’s more like putting a wig on a dog and saying you’ve invented a new species of animal.
Instead of trying to fit every shape of peg into the round hole, how about we try a new approach. Fit our approach around the human in front of us. This requires a little education in appraising, screening or assessing what you see in front of you and what to do once you have the results of these tests. Then adapting this targeted approach to the needs of the person you’re helping. Imagine being treated to this yourself. How good would it feel?
Generic is what happens when convenience outruns curiosity.
7. OPEN, CRITICAL, WARFARE
Since when did we become so brilliant that we are right in all situations, without even knowing the details of that situation? In our social media age, I see attack, more often than support. There are beautiful communities out there, but they stand out because they are not the norm. Can we all take a breath before we judge, criticise and retreat into our digital hiding places? Again, ask the question “Why does this upset me?”
8. HUMAN BODY, NOT HUMAN BEING
The title says it all. I get that ‘fitness’ suggests that we condition the physical tissues of the body. What seems to be lost is that how we do this is affected by all physical systems, which are in turn affected by the mental and emotional systems.
It may be the cultural separation of mind and body back in the day, or a simple lack of knowledge, or even an over-zealous following of the science isolated from the rest of the variables in every human, but we don’t get fit by purely following physical sets and reps.
That’s like saying you’re going to bake the best cakes with only eggs as your ingredient. According to Lisa Feldman Barrett, in her book, How Emotions are Made, physical movement can be affected detrimentally by a broad range of ‘non-physical’ factors, including how we feel on the day, mentally and emotionally.
Everything is connected to everything. The ‘physical input = physical result’ approach is simplistic, outdated and not befitting our industry. Let’s be better!
9. UNPRACTICED SELF-CARE MESSAGE
This goes out to all of you strongly delivering a message of holistic self-care to your clients, and living close to burnout yourselves. Let’s lead the movement. It works on everyone. Be the example, not the story of what happens when you ignore the obvious.
I see so many of you not looking after yourselves, giving more to others than you give yourselves, valuing your time beneath that of others. Take this as your catalyst and strengthen yourself and the whole industry.
10. MIRRORS FOR BODY, NOT FOR SOUL
Linking in with point one, we have a weird relationship with mirrors, and forget the most important part to look for. In our industry, there’s a lot of judging progress by the appearance of the body. Implicit in this is also criticism of the body. Pretty narrow and negative view so far.
The view many are avoiding, is their true selves. The industry is full of people trying to lead themselves and others, having never done any professional exploration into who they are – their real identity, the foundation on which they do everything. I don’t mean vision boards and that big chat you had with your industry friend and decided what you stood for.
Without really understanding who you are and how you can grow, there is no solid foundation for success, making it very hit and miss. Hit and miss in life, not just your job. I know from experience in my work, that even one session looking inward, gaining clarity on who you really are and why you do what you do, every decision from then onwards is rooted in the highest vibration: authenticity. It’s not easy, but it creates ease within.
However, more than 90% of the industry would rather spend money on yet another physical training course, that might (or not) help them in parts, of some, of their sessions, than spend it on something that will help them in every minute of every day, in work, in life, in everything.
Coaches dedicated to personal growth, in addition to knowledge and skills, will continue to drive this industry forward and lead the way. I’ve met a lot of the worlds best when teaching in different countries. Every one of them regularly spends time looking inward, keeping track of their growth, adapting to their own development, rising, becoming more powerful and creating more impact, and ultimately living fulfilled lives.
If you truly want to be the best, go through the fear of what you might find, draw on your courage and find a mentor that will support your growth. You owe it to yourself, and to all of us.
SUMMING UP
Okay, that’s ten opportunities for you, and our industry, to be better, to be more and most importantly help more people in more ways. That’s the goal here. This was never meant to be negative. It’s a call to action. A call to avoid the superficial and go deep, follow your passion and truly be your best!
Where next?
- Conversations – Hear longer discussions with world-leading thinkers.
- Learn – Put these ideas into practice.
- What I Do – Understand the philosophy behind my work.
- About – Learn more about my journey.