FCM218: 13 Reasons Body Transformation Marketing Is Failing Your Business (Backed by Research)

Episode Description & Show Notes:

This week, a fitness influencer went viral for saying people over
200 pounds shouldn’t be allowed in Pilates class—and that
instructors with a “gut” shouldn’t be teaching.


Yes, she deleted the video. But the damage was done. Thousands of
people agreed with her.


This is the fitness industry we’re still up against. And in this
episode, we’re not just pushing back—we’re burning the whole
narrative down.


We break down 13 research-backed reasons why building your
fitness brand around body transformation isn’t just
unethical—it’s lazy, outdated, and costing you money.


What we cover:




Why transformation-based branding leads to low retention and
high churn




How extrinsic motivation backfires (and what the neuroscience
says)




The impact of shame-based messaging on mental health




How to actually build emotional loyalty that fuels long-term
growth




Why purpose-driven brands scale better—and feel better




This episode is part reckoning, part guidebook. We brought the
science, the lived experience, and the tools to help you build a
brand that doesn’t just sell workouts—but moves people.


Whether you’ve already left the old model behind or are still
working your way out of it—this one’s for you.


If this message resonates, share it.
Post it. Text it to your team. Forward it to another studio
owner. This is how we shift the industry—together.
  SPRING INTO SUMMER AUDITS (Limited-Time Offer)

Want to be sure your brand is saying what it’s supposed to—and
that your class experience is reinforcing it?




Brand Strategy Audit with Barry – $150




Experience Architecture Audit with Shay – $150




Bundle both for $250




We’ll review your messaging, experience delivery, and help you
align your brand with what actually works—ethically, emotionally,
and financially.


DM us “AUDIT” on Instagram or email us at hello@fitcarma.com


 
Citations & Research Sources

McGonigal, K. (2020). The Joy of Movement: How
Exercise Helps Us Find Happiness, Hope, Connection, and
Courage.
https://www.penguinrandomhouse.com/books/562466/the-joy-of-movement-by-kelly-mcgonigal/


Singh, B. et al. (2023). Effect of Physical
Activity on Symptoms of Depression and Anxiety in Adults: A
Meta-Review of Meta-Analyses.
British Journal of Sports Medicine.
https://bjsm.bmj.com/content/early/2023/02/16/bjsports-2022-106195


Ducharme, J. (2022). Mental Health Benefits Are
Getting Americans Back to the Gym. TIME Magazine.
https://time.com/6233766/mental-health-benefits-exercise/


Inspire360 (2023). Mental Health Issues Are on
the Rise: How the Fitness Industry Can Help.
https://blog.inspire360.com/mental-health-and-the-fitness-industry/


Mintel (2023). Exercise Trends and Mental
Wellness in the U.S.
https://www.mintel.com (requires subscription access)


Mindbody Wellness Index (2022–2023). Top Reasons
Americans Exercise.
https://www.mindbodyonline.com/business/education/blog/wellness-index


Clear, J. (2018). Atomic Habits: An Easy &
Proven Way to Build Good Habits & Break Bad Ones.
https://jamesclear.com/atomic-habits


Harvard Business Review (Reichheld & Schefter,
2000). The Economics of E-Loyalty.
https://hbr.org/2000/07/the-economics-of-e-loyalty


Blink Fitness. Mood Above Muscle Campaign Case
Study.
https://www.blinkfitness.com/about/mood-above-muscle


PubMed (Tiggemann & Zaccardo, 2015).
“Fitspiration” on Social Media: Body Image Effects of Fitspo vs.
Self-Compassion.
https://pubmed.ncbi.nlm.nih.gov/26176993/


Two Brain Business (2019). The Real Problem With
6-Week Challenges.
https://twobrainbusiness.com/the-real-problem-with-6-week-challenges/


Marshall, E. (2025). Music Is Medicine: How
Rhythm Heals the Body and Moves the Soul.
https://musicismedicine.co


Fitcarma Brand Strategy Guide (2025). Internal
brand framework.
https://fitcarma.com