Rolzhausen 1

Jillian Rolzhausen
CAS 137H- RCL I
Jessica O’Hara
November 23, 2021
Emergence of the Fitness Industry

The fitness industry is so prevalent as we are exposed to it each day, in so many aspects of

our lives that delve past periods where we are physically active. It is hard to imagine that fitness

wasn’t always the industry that it is today. Throughout history physical activity has evolved from

a basic human need to a product that is sold to a continually growing consumer base. Once just

for a select few members of society, fitness has become an industry and product that can be

marketed to anyone.

In prehistoric times lifestyles that relied on hunting, gathering, and travel provided enough

physical activity. Expending more than 3,000 calories a week, people were able to maintain great

physical health without pursuing other means of exercise like today in age. This trend of

subsistence and lifestyles that demanded good physical health continued for much of human

times. Only recently with the rise of industrialization, have people had to seek other means

outside their everyday lifestyle to exercise. In colonial America lifestyles continued to sustain

physical health for many people however the necessity for fitness began to become a well-

supported idea. Thomas Jefferson is even quoted saying, “Not less than two hours a day should

be devoted to exercise, and the weather shall be little regarded. If the body is feeble, the mind

will not be strong.” Yet still exercise and fitness wasn’t regarded with the same importance it is

today. When people did partake in physical activity it was in basic forms that cannot compare to

the means people exercise today. Only one ancient civilization can be seen to regard fitness in

similar ways then modern times for the average citizen. That is ancient Greece. Ancient Greek
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civilization was embodied by the appreciation for beauty the body and physical perfection. No

other civilization was characterized by this obsession, not until modern times that is. In ancient

Greek civilizations people took part in activities like gymnastics, running, jumping, and

wrestling. In fact, nearly all modern sports can be traced back to ancient Greek civilization. This

level of passion for sport and emphasis on physical perfection could not be matched again for

centuries until recently in modern times (Dalleck, 424).

In early civilizations dating back to Babylonia, Egypt, Palestine, Persia, and Syria, fitness

was emphasized mainly among soldiers. Young boys and men went through training to improve

stamina and strength. In our own nation physical fitness and exercise has been emphasized

among soldiers for far longer than for the average civilian. When soldiers were drafted for

WWII, they had to go through a physical examination to determine their physical potential in

combat. This began the emphasis on the importance on physical health, especially among young

men. Still fitness wasn’t something everyone participated in. During the constant threat of war

during the Cold war, fitness was greatly encouraged. The emphasis on rapidly developing a

strong and dominant nation led to it becoming evident that citizens themselves had to also be

strong and dominate the world among physical abilities. This idea was presented, as the years of

the Cold War brought some of the most intense Olympic games the world would ever see

(Boston University Guided History). Tensions between nations were high. Physical ability and

strength of Olympic athletes began to be associated with the strength of each Country. The

Olympics were a way for Nations, especially the Soviet Union and The United Staes to reveal

dominance. It was the beginning of a long trend, in which the Olympics served as a tool of

political demonstration (Both Eisenhower and Kennedy promoted fitness among the nation.

Kennedy is quoted saying, “Physical fitness is the basis for all other forms of excellence”. A
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realization occurred in the United States, when a international study published findings that

American children were far less fit than other countries. In response, President Eisenhower

issued the President’s council on Youth Fitness. It became evident that the fitness of the youth

reflected the fitness and strength of the entire nation. Although this council didn’t fully surface

during the Eisenhower presidency, fitness had become regarded as important. The idea of a state

regulated fitness program infringed a bit too close to the lines of fascism for the country.

However, just a few years later John F. Kennedy’s approach to fitness was perceived in a

completely different manner. With his publication on “The Soft American” in Sports Illustrated

he presented his proposed program. He included a White House Committee on Health and

Fitness, and an annual Youth Fitness Congress. He helped the nation adjust to the idea that

physical fitness was in fact part of the federal government’s role (John F. Kennedy Presidential

Library and Museum). During this period of our nation’s history, the introduction of the

presidential fitness test emerged in schools across the nation. Issued originally by Lyndon B.

Johnson in 1966, tests conducted in schools guaranteed children met standards in physical ability

(Konc). The test was a nationally accepted program for school aged children that lasted all the

way to 2013, when it was replaced by the Presidential Youth Fitness Program. Today the

program has been edited to highlight all aspects of performance including physical, and

academic. The program today emphasizes ways students can engage in healthy lifestyles and

“pursue personal fitness goals for lifelong health” (U.S. Department of Health and Human

Services). Today, the pursuance of personal fitness is a value that has become instilled in our

nation. Even just a few decades ago in the Cold War era, personal pursuing of fitness was rare

and fitness as an industry was barely a commonplace. Even if the importance of physical health

had become a well-established idea.

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In modern times the obsession of physical perfection has become indoctrinated into our

society. With the emergence of more sedentary workplaces people are forced to pursue fitness on

their own. People have also (Dalleck; Tan) generally become insecure with their on physical

levels, and as society demands a crazier ideal body image everyday people feed into physical

health products and trends. No longer is fitness just a means of maintaining a healthy lifestyle,

but for many people it has become a lifestyle all in its own. Interest in personal fitness also

emerged with the improvements in science and medicine. With discoveries like penicillin risk of

mortality from infectious diseases was dramatically reduced. For the first time in history the

prevalence of diseases associated with poor lifestyles like cardiovascular disease, cancer, and

type II diabetes was made evident. As people became aware of their responsibility in their health

and their ability to somewhat prevent these diseases an interest in fitness grew (Dalleck, 424).

Over the past few decades’ fitness has rapidly found a way to infiltrate all aspects of life.

Although it is not normally thought of as an industry, we cannot ignore the influence and

prevalence of fitness has amounted to its growth into an industry. It is prevalent in media,

products, and fashion trends. “The fitness industry, which started from humble beginnings, has

evolved into a multi-million-dollar industry. With the market flooded with corporate gyms,

nutritional supplements, workout apparel, equipment, books, and magazines, the industry has

taken on a life of its own” (Tan, 705). The 1980’s can be characterized with propelling the

fitness industry into the multi-million-dollar business that it is today. This period saw the rise of

corporate gyms, muscles movies, fitness magazines, apparel, supplements, and new fitness

trends. It was now “trendy” to be muscular, an idea that was once an anomaly (Tan, 706). Today

what is referred to as Athleisure has become popular not only during periods of exercise. People

are seen to wear leggings, sweatshirts, tennis shoes and more during everyday activities. At one
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time clothing items like these would be seen as disrespectful and inappropriate, yet now they are

the norm among most age groups.

Throughout recent years entrepreneurs have seen the opportunity for profit in the fitness

industry and have completely transformed fitness into a marketable “product”. Companies and

entrepreneurs take advantage of both our collective insecurities and the growing popularity in

fitness. In a world where convenience charts the highest profits, we have seen the emergence of

what we can refer to as fast food, and fast fashion. But I would argue that we have also seen the

emergence of “fast fitness”. This “fast fitness” is highly marketable and profitable. Just like in

the fast food and fast fashion industries companies aim to optimize satisfaction from every

growing group of consumers. The truth is that convenience sells to consumers, and our biggest

industries today exemplify the trend. On the other hand, marketing on insecurities is an approach

that will continually pour in profits. The fitness industry is a hot market for profit as the

consumers are guaranteed no matter what, as long as it continues to exploit the insecurities and

lack of knowledge from the general population. Planet fitness, one of the most successful

corporate gym chains, centers its business approach around this idea. It is supposed to be a gym

for the everyday person. Many people are hesitant to go to a gym because they are insecure with

their abilities or knowledge of fitness. Planet Fitness presents fitness as less intimidating by

creating a space where people feel welcomed and supported at all levels. Their slogan a

“judgment free zone” allows people to feel confident working out at any level. Their approach to

marketing fitness allows them to serve a larger customer base, who perhaps wouldn’t normally

buy into the fitness industry. They identify ways the consumer is insecure and market a

“product” that offers a solution. With attempts like these the fitness industry spans even further

to the largest number of consumers in history.

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It is weird to imagine a world where gyms weren’t within a short distance of nearly every

household. Nowadays fitness is easily accessible to everyone. Many people choose to participate

in workout classes or have a gym membership, yet people can even access fitness instruction for

free on platforms like YouTube and even tik Tok. The introduction of corporate gym chain has

allowed cheaper memberships to become possible, which allows fitness to become a reality for

more people. Fitness has infiltrated every part of our lives and is all around us. People now have

the freedom to pursue means of physical activity that they enjoy, as fitness has expanded to so

many different activities. There truly is a fitness journey for everyone nowadays, because as the

fitness industry has expanded it has provided so many new methods of exercising. “The fitness

industry has evolved and has become a feature in the daily lives of Americans; it has become

common to see people working out at the gyms, before and after work, and to some, during

lunchtime on a daily basis” (Tan, 706).

Although the goals of fitness have remained constant throughout the years including

improved health, appearance and physical ability, the means of physical activity and fitness

trends have emerged. In the 1970’s some of the first fitness trends emerged. Icons like Judy

Sheppard Missett, Jane Fonda, and Arnold Schwarzenegger introduced trends like aerobics and

pumping iron. The 1980’s were characterized by trends like Jazzercise. Simultaneously, the idea

of going to a gym to work out became popularized. This led to the rapid growth of corporations

like gym chains, and sporting goods stores. In the 1990’s incorporated forms of martial arts and

hip hop into popular trends. Zumba and CrossFit became popularized in the early 2000’s. In the

past ten years the industry saw the emergence of trends in HIIT training, cycling, and heavy

lifting. New peaks in interest in Pilates and yoga have also been prevalent. Technology has

allowed trends like Peloton, and the apple watch to surface to consumers, which further
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contributes to the idea of fitness as a marketable product. Popular trends today focus on

maximizing time while providing a rewarding workout. As our lifestyles change the fitness

industry has also evolved to allow all people to easily access fitness even with a decreased

allowance in their leisure time (Gibson). The introduction of new fitness trends ensures that

consumers will be kept intrigued and the fitness industry will continue to flourish.

Fitness has evolved rapidly over the last few decades and will continue to do so. Fitness

today has become a “product” which is widely marketed to people. It is a product that is for

everyone compared to the past where importance of physical fitness was not emphasized among

the entire population. People will continue to seek exciting new ways to exercise and buy into

products, fashion, and memberships. Hopefully this evolving of fitness can allow more people to

adapt healthy lifestyles by discovering fitness activity that they genuinely enjoy. Fitness has

found a way to adapt to the rapidly evolving lifestyles of people which is I only see it developing

even more in coming years finding ways to appeal to more people. Fitness as an industry has

grown and will continue to grow as consumers continue to buy into it.

Bibliography
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Dalleck, Lance C. "The Gale Encyclopedia of Fitness." Gale, a Cenage Compamy, n.d. 3.

Gibson, Caitlin. The Washington Post . 5 July 2016. 22 November 2021.

<https://www.washingtonpost.com/sf/style/2016/07/05/the-evolution-of-exercise-in-10-iconic-
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Konc, Riane. Updated Presidential Fitness Test. 20 July 2018. Article. 22 November 2021.
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Services, U.S. Department of Health and Human. Health.gov. n.d. 22 November 2021.
<https://health.gov/our-work/nutrition-physical-activity/presidents-council/programs-awards/
presidential-youth-fitness-program>.

Students, Boston University. Guided Hostory. n.d. 22 November 2021.

<http://blogs.bu.edu/guidedhistory/russia-and-its-empires/guy-mcfall/>.

Tan, Adrian James. "Fitness Industry." The American Middle Class. ABC-Clio, n.d. 4.

The Federal Government Take on Physical Fitness. 2020. Article. 22 November 2021.
<https://www.jfklibrary.org/learn/about-jfk/jfk-in-history/physical-fitness>.