Ageism and the Fitness Clothing Industry
Most people, if not everyone, recognize the benefits of exercise. An entire industry has been built around promoting proactive health, with both food and drug commercials emphasizing diet and exercise.
It seems, however, that the companies that promote exercise the most are the fitness clothing lines like Athleta, REI and Lululemon.
These companies have been great in showing us inclusiveness with diversity of body types, ethnicity, moms and kids, etc. But if you are over 60, evidently you don’t exercise… or at least that’s what the ads portray.
I have been a loyal Athleta buyer for over 30 years. I still wear their leggings and tops to my Pilates and Yoga classes. In my little town, those classes are densely populated by women over 60 and 70.
The women that I know in that age group row, hike, take fitness classes, ski, camp and bike. Why then, are we not part of the message that fitness benefits everyone, not just the young? Why are we not represented in this line of athletic wear?
The Corporate Message of Ageism
The message that those companies communicate is that you don’t count if you are over 60. At that age, they assume, you can’t exercise. You can’t be fit. You are no longer a real athlete and therefore you don’t deserve to wear their stylish clothing.
Maybe don’t use that kind of harsh undertone in their commercial. And yet we all know that the attitude exists. It is featured prominently in ads that show young women climbing the hills with nary a 60- or 70-year-old in site.
The Question
I would like to ask all those fitness clothing companies that aren’t using models in their 60s and 70s – what are you afraid of?
Afraid your leggings won’t sell if you put them on an older woman with wrinkles and grey hair? Or perhaps you are afraid you’ll lose your sexy edge, because what’s sexy about getting older?
What if depicting mothers and their kids exercising could grow to include generational exercising? Now that would be sexy, and it would be a positive message: keep moving, regardless of your age.
Here’s What Companies Need to Change
The fitness fashion industry needs to ask themselves this question: What do you want for your mom and your grandma? Would you really prefer that they sit down in a chair and atrophy until they die?
Or would you like for them to live with as much vibrancy and joy of life as possible? Believe me when I say that upon hearing of your mother’s death, not one of you will say, “Geeze, if only she’d looked better in leggings.”
Why I Won’t Submit to The Ageist Message
I am so proud to be a part of a consciously aging community where people exercise well into their 80s. I may be a little bit slower and a little less cut, but the same values of health and fitness that I held 30 years ago, are still true today.
And, I will vote with my pocket book whenever possible. I will keep looking for fitness clothing companies that aren’t afraid to promote physical activity to seniors. They’re the ones that will get my business and my accolades. As for the rest of them, no one puts granny in a corner!
Let’s Have a Conversation:
How do you feel about an exercise industry that excludes our age group? Would you purchase leggings and other exercise clothing if the marketing and advertising was more inclusive of older women? Please share your thoughts below!
Yes it would be nice to have leggings for the gym that fit an older body withiut squeezing it
I understand seniors are not their demographic but personally I really don’t care. I have a problem with wrinkle cream ads showing a young woman with Botox and zero wrinkles.
Yes, yes! You are so right. I can’t afford the companies you mentioned but do you know of a company that isn’t? I live in USA where ageism is acceptable.
Clothing companies also do this and I love the one or two companies that feature us 60+ women. I notice that the catalogs my husband receives are full of grey haired men. That hair color is rare for women’s clothing catalogs. I like the catalog for women that features many grey haired older women which is called Gudrun Sjoden. It is a Swedish company and the Swedes do seem to be less ageist in general than our society
Absolutely the kind of ageist messaging we need to disrupt! Some of us focus on the importance of staying fit. Others don’t because they don’t “see it” as a possibility. The strange thing is that we see being overweight as a “new normal” on mannikins and in ads. The wake up call is that our life span is now in decline…..much of it related to extra weight and minimal exercise. It is all connected.