Some of these posts/ads/marketing schemes come veiled as empowering women. This is frustrating because there is nothing empowering about telling a woman she will be worthy after she looses "x lbs" or if she works out "x amount a week" suddenly she's worthwhile. Empowering women would be telling them they are worthy and beautiful as is. Working out should be something we enjoy, or tolerate for health related reasons, it's gunna help you live longer and you'll have a better quality of life. Exercise should not be viewed as punishment for eating "unhealthy" foods or because we don't fit inside a certain box.
As a health professional I try to steer my clients away from weight based goals and try to get them to shift their attention to strength, endurance etc. This is a hard switch to make since we've been told from a young age how important being slender or perceivable fit. The main assumption when someone sees a larger individual in the gym is that they're there for weightloss, that doesn't have to be the case and to treat someone like that is shitty. We all need to leave our assumptions about bodies (our own and others) at the door.
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