Lifetime Fitness model too thin. This billboard needs to come down.

A Lifetime Fitness billboard with a model that is too thin, anorexic-looking. The copy says "I can do it all in my lifetime"
A Lifetime Fitness billboard with a model that is too thin, anorexic-looking. The copy says “I can do it all in my lifetime”

Dear Lifetime Fitness,

Normally I don’t use this blog to openly criticize advertisements and the companies that put their brand on them, but I find the above billboard for your fitness centers in Houston, TX absolutely appalling.

This woman is not fit, she’s anorexic-looking. Particularly, her arms are the size of small twigs. They can’t be real; they must be graphically modified. At least, I hope so.

We’ve done a lot of work as an industry to get away from using too-thin models and, instead, using models that are fit AND healthy (for examples, see Shape Magazine or Oxygen Magazine). Advertisements like this that show someone who is simply too thin to be healthy are a step in the wrong direction and outright harmful to the impressionable.

Please take it down immediately, replace it with a model that is a true portrayal of health and fitness, and figure out a way to do so in all future ads.

Sincerely,
Nicole Finkbeiner

P.S. If you are wondering why I chose this venue to bring this matter to your attention, it wasn’t my first choice. I was planning to send you an email and/or talk to you via your Facebook page. But, after reading comments on your Facebook page about unhappy consumers not being treated well by your customer service staff and seeing how Facebook complaints are handled on your page (most responses from your company are of the “We are sorry, but you, Mr, Customer, are wrong” nature), I decided to utilize my blog instead.

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