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Fit-tainment has many benefits but also risks related to injuries, social pressure and environmental impact.
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More awareness is needed: physical preparedness, inclusiveness, and sustainability must drive participation.
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Fitness must remain accessible, not exclusive or aestheticizing: wellness and the joy of movement count
Ifin the first part we saw the bright side of the phenomenon, now it is time to ask whether these events have only positive sides. Because while it is true that “fit-tainment” is getting millions of people moving, it is equally true that this pop wave of fitness is not immune to critical issues. And we’re not just talking about cramps.
The showmanship of movement has its side effects. And to experience fitness in a healthy and sustainable way, it is important to know about them.
Sweat yes, but judiciously
Let’s start with a simple fact: many people arrive at events full of enthusiasm but poorly prepared physically. It is important to remember that although the fun and playful component is predominant, these are still events in which physical activities take place. For which it is appropriate to be prepared, if for no other reason than not to head toward an injury with a smile and all the recklessness in the world.
Strains, inflammation, overtraining, but also more serious emergencies. It happens rarely, but it does happen, especially in events that, because of the number of participants, play a very risky game with statistics. Underestimating these events, thinking that they are after all a game or a fun show can in short also be risky. Nothing happens, but if it does, that is.
The solution is not to demonize, but to take yourself seriously. Do a check-up, listen for signs, rest when needed. And remember that participating doesn’t have to mean giving it your all but rather means having fun and being with others. Doing movement in the process.
The environment is not a gymnasium
Then there is the environmental issue, often ignored when we get swept up in the collective euphoria. Large-scale events generate significant impacts: transportation, waste, energy consumption. One study estimated that up to 98 percent of the CO2 emissions associated with these events come from travel itself.
Sure, there are good practices: elimination of single-use plastics, recycling areas, incentives for carpooling. But they are not always enough. The industry needs to do more. And we, as participants, can also start asking ourselves questions: do we really need that umpteenth free kit? Can we choose more local events? Can we lend a hand rather than just experience them as consumers?
The fact is that these are very expensive events from an organizational point of view, and therefore the weight of sponsors is not negligible, in fact: it is vital.
Not surprisingly, they are structured as festivals, with associated costs required to rent locations such as parks, large exhibition halls set up, immersive stage productions, relaxation areas, food outlets (often with a focus on healthy or local food), markets, and collateral entertainment (live music, DJ sets, art) that contribute to a true festival atmosphere.
The presence of brands and sponsors also involves that of experiential marketing, that is, the ways in which brands create emotional connections with consumers through engaging and interactive experiences.
In short, we are talking about events designed to first establish a connection and then a relationship with people. Often succeeding in doing so.
Fitness for everyone-or for those who can afford it?
Then there is also the economic issue. Attending these events is not free: there are entrance fees, travel costs, subscriptions to exclusive programs, and merchandising. In short, their cost can divide those who can and those who cannot afford them. And that is unfortunate, since fitness, which was born to be accessible and democratic, is in danger of becoming a privilege for the few, or at the very least may become selective in access.
And we’re not just talking about money. We are also talking about representation. Promotional images often understandably show perfect, young, energetic bodies. What if you don’t recognize yourself in them? If you have a different body, a disability, an off-target age? You feel left out, and maybe you give up.
Social, but with care
And since we really started with the social/social component, let’s end with that. While these events are perfect for creating motivating content, they can also generate pressure, insecurity, and toxic comparison. The message “train to look good” sometimes turns into “train to look good” or worse, “If you don’t train you’re not worth it.”
And between “fitspiration” and filters, we lose sight of substance and risk following influencers more concerned with engagement than competence, and confusing wellness with aesthetics. Two very different things, it bears repeating.
So what?
It is not a matter of choosing between black and white. Fit-tainment, as mentioned above, has so many positives: it introduces many people who never thought they would move to active living, it proposes positive role models, it is fun and addictive. But like anything powerful, it must be handled with awareness.
However, if you have decided to participate, here are some tips:
- Prepared. Even for “fun” events, your body deserves respect, and it must be ready for the effort. Do not ask more of it than it is able to give you.
- Informed. Look for events that are truly inclusive, sustainable and transparent.
- Don’t feel out of place. Fitness is for anyone who wants to move, not for those who respect a certain aesthetic.
- Share if it’s good for you, not to prove something. You have fun even if you don’t take pictures, even if you don’t show the whole world that you are participating in this or that event. On the contrary: if you leave your cell phone in your pocket (or purse) you enjoy the moment much more.
Movement remains the most beautiful thing
In the end, what matters is that fitness makes you feel good. Whether it’s a solo run, a yoga session with glowing headphones, or a challenge with friends on a Hyrox circuit, what matters is that you do it for you.
Then yes, participate. Proof. Dance and run with it. Because if there’s one thing fitness has taught us, it’s that working out can also be joy.