Eat To Perform Blog

Why Fitness Brands Shame You About How You Eat on the Weekend

Here is something about the diet industry that might not be completely obvious.

The good majority of sales start on Sunday and last all the way until Tuesday and things typically slow down at that point.

So now if you know this the question is how would you sell to someone who might be feeling a little shame that the weekend got away from them? Or that multiple weekends got away from them?

Easy, you put out meme’s that joke about how people keep things tight during the week and then things go off the rails on the weekends.

In a way it’s like an abusive relationship with whoever you follow. Remember that boyfriend or girlfriend that would threaten to break up with you before the big dance if you didn’t kowtow to some weird belief they had? (ok, maybe that one was just me)

Here is the funny part, that’s not actually the real answer. The actual meme would show that part of the problem is that people don’t eat more during the week.

But that doesn’t fit their narrative, in their world they sell dieting, so the way you eat is closer to dieting so therefore if I can make you mad at YOURSELF or feel guilt or shame about the way you are eating on the weekends, maybe you will go to the dance with me. (ok, I really need to talk to my therapist about this)

Either way, unfollow those people. While yes, you might actually over do the weekends a bit you certainly wouldn’t want to buy from the abuser right?

The reason why fitness brands think this is OK is because deep down many think that you over consume and live in an over consumption lifestyle most of the time. Eating more and doing less and less over time.

The reality, at least from our data is that is partially true but not as dramatic as the meme’s would suggest.

It’s that kind of stuff that harms people’s relationship with food and conditions them to believe that they have to suffer to have “the body of their dreams”. How does the saying go “you can’t get the smiles if you don’t do the miles”. Or what’s the other one “nothing tastes as good as skinny looks”.

Um, bullshit. Pizza is pretty tasty.

The point being is that you don’t have to live a rigid life all of the time to reach your goals but more importantly you shouldn’t support people that are feeding into your fears or insecurities for money.

I get it, "it's just a joke" but it's a joke with a dark meaning behind it based in making people feel shame for seeking joy every now and again.

Even the programs that reverse don’t do a good job because they cave to the fear of their clients or they let AI (artificial intelligence) do the work.

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Paul Nobles Jr
Apr 25, 2022

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