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In 2020, strong is the new sexy


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CLAY COUNTY – Throughout the years marketing to women has changed. Messages about what a woman should and shouldn’t be has also changed. In years past it was always a narrative given to women through marketing and media, and almost always this message was given by men.

In the 1950s and ‘60s it was a message that women should be in the kitchen and taking care of the children while the husband worked. This was even after the fact that women flooded the workforce to fill the gap left by men who went oversees to fight in World War II.

In the ‘60s and ‘70 it was the go-go girl. The sexuality was ramped up for sure, but the emphasis was still on being seen and not heard. In the 90’s Kate Moss became the poster child for being “skinny.” So much so that it brought national consciousness to the issues of eating disorders. Funny how things change.

Now in 2020 we have a new slogan that has been handed to women. “Strong is the new skinny.” One of the biggest changes with this was it was handed down to women from women. It’s hard to say where the turn started to happen. Women’s sports have always been separated from men’s sports. Different leagues, different rules, etc., but I can tell you in my lifetime as a 39-year-old male, the biggest shift has come from CrossFit.

Now this is not a piece of Kool-Aid drinking CrossFit rhetoric. CrossFit gyms became a place where for once the women competed with the men in a truly open and even playing field. I had never seen a place where the women were not only sweating and lifting with the men but they were treated and encouraged just as the men were.

This carries even to the top of the CrossFit sport where the women are just as, if not more popular than the men competitors. This is just part of the culture of CrossFit and when you walk into a gym it doesn’t feel out of place like it does in other sports, you just realize “oh this is just how it is.” Because of this a shift began to take place not only in the general fitness industry but also in other strength sports. Since CrossFit became popular both USAW (USA Weightlifting) and USAPL (USA Powerlifting) memberships rose over 400%. USA Weightlifting didn’t even have a women’s division until 1991.

Women were latching onto these sports that were once dominated by men. And guess who was following mommy to the gym? Their sons and daughters, who now see and respect their mother as a figure of physical strength.

As a father of a 7-year-old girl, I cannot tell you how impactful it is to have her around so many strong women. Women who aren’t afraid to show strength and show their personalities. This has empowered women to say “skinny” is not the true picture of beauty. They are seeing that strength and being in shape is beauty in so many other forms. It has even changed the collective of what an attractive woman is and should be. That is something that can help women who want to get into better shape. Instead of only focusing on the scale, they have so many other health markers and performance goals to gauge their progress upon.

That is no small feat.

William Davis has been in the fitness industry for 10 years and he’s run Steel Mill Fleming Island for seven years. He’s also a USA weightlifting sport performance and USA powerlifting club coach, a CrossFit Level 2 trainer, PN nutrition coach, CrossFit powerlifting trainer, aerobic capacity trainer, movement and mobility trainer and rowing trainer.