Pemberton fitness trainer, Lindsay May, shared this article as a reminder to be wary of those “fitspiration” images that feature women with rock-hard abs and sweaty torsos, alongside motivational messages.

Here’s some of the article. (You can read the rest, here.)

Be very aware of any “fitspiration” that is advertising something. Nike, Lululemon, workout DVDs, etc., all profit from these “girl power!” messages that look so empowering on first glance.

What is really being sold here? Is it a message of real health and fitness?

Or a message asking you to commodify yourself?

Advertisers are VERY GOOD at framing their messages as an empowering “You Go Girl!” message with their fists in the air cheering you on. But pay attention to their swift move from using that pumping fist to cheer you on, to punching you in the face for not being enough. If you do not have rock hard chiseled abs, the right workout outfit, etc., you are not good enough until you do. These advertisers will make sure you know that, because their profit depends on your wallet and your beliefs about yourself. They’ll make sure you know you must work for “it” every second. Of every day. For the rest of your life.