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Blink Fitness Just Launched the Best Body-Positive Ad Ever

The fitness world is a tough one. Working out is all about feeling your best and getting healthy, but the emphasis on looking good isn't far from mind. (We're totally guilty—we're on a quest for flat abs just like you!) But the reality is, a healthy body doesn't look the same for everyone (and it rarely includes a six-pack). That's why Blink Fitness—the affordable gym chain with over 50 clubs open or in development in the Tri-State area—launched the "Every Body Happy" marketing campaign that features real people with real bodies of all shapes and sizes.

The message: "'Fit' looks different on everyone and we celebrate that," said Ellen Roggemann, VP of Marketing for Blink Fitness, in a press release announcing the campaign. In encouraging "Mood Above Muscle," they're hoping to place "less focus on physical results and more on the mood-boosting potential that comes from being active," according to the release.

It can be tough to face the world of Instagram fit-lebrities, lithe ad campaign models, and the ultra-fit celebs we see in media on a daily basis. Sometimes they're exactly what we need for inspiration and motivation, but they can also create unattainable standards for most people. Blink Fitness commissioned a survey this month that showed that 82 percent of Americans say it's more important for them to feel good than to look good. That's why Blink wanted their campaign to praise and welcome all bodies in their facilities—because any active body is a happy body. Sometimes inclusive, body-positive imagery is at the expense of super-fit people—but those with hard-earned muscle deserve credit as real bodies too. (Cheers, blink, for also making the muscleheads feel welcome.)

In the words of Elle Woods, "Exercise gives you endorphins. Endorphins make you happy." And real, happy bodies—no matter what they look like—make for a great commercial.


Lauren Mazzo

Lauren Mazzo is a digital assistant editor for Shape and Fitness. She's an Ithaca College alumna, a Rochester, NY, native and an NYC transplant.  More →

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