Is Ageism Still a Thing in Fitness? Yep. Let’s Talk About It.

I’ve been in the fitness industry for over 20 years now, and I’ve seen just about every trend come and go. From aerobics VHS tapes to HIIT workouts and the rise of Instagram influencers with abs so sharp they could slice a watermelon.

And while there’s been plenty of progress, more options, more awareness, better access to training, there’s one issue that still lingers like the smell of sweaty gym socks in a spin studio: ageism.

The Fitness World Still Worships Youth

Let’s be honest, fitness is still heavily marketed towards the young, lean, and Insta polished. Scroll through social media or look at adverts for gyms and supplements, and you’ll mostly see twenty somethings bouncing around in Lycra, smiling with perfect teeth, telling you to “crush your goals” and “be the best version of yourself” (whatever that means).

But what about the rest of us? The ones who’ve hit 40 and beyond, juggling work, family, dodgy knees, and a strong desire to avoid burpees at all costs?

Where’s the space for our version of health and fitness?

Real Talk: We Don’t Care About Six Packs

Here’s what I know from working with hundreds of incredible people over the years: most of us over 40 aren’t chasing aesthetic perfection. We’re chasing energy. Mobility. A longer, happier life. We want to be strong enough to lift our shopping bags - and maybe our grandkids one day too. We want to get up off the floor without grunting. We want to go on walks, enjoy meals, laugh a lot, and feel good in our own skin.

It’s not about abs. It’s about ability.

But when the industry only shows one kind of body, one kind of goal, it can make the rest of us feel invisible, or worse, like we’re “too late” to start.

What Can We Do About It?

The good news is: things are changing. Slowly, but surely. There are more coaches, like me, shouting about this stuff. More communities that welcome you exactly as you are. More understanding that fitness isn’t just about how you look, but how you live.

Here’s what I’d say to anyone over 40 who’s feeling disconnected from the gym scene or tired of the influencer noise:

💡 1. Define your version of fitness.

Do you want to feel less stiff when you wake up? Be able to play with your kids without needing a nap? Get out for a walk without worrying about your back? That’s your goal—and it’s just as valid (arguably more so) than hitting 10% body fat.

💡 2. Find a coach or community that “gets” you.

You don’t need a drill sergeant or a TikTok superstar. You need someone who listens, understands your lifestyle, and helps you build sustainable habits that fit you. Bonus points if they make you laugh and actually enjoy moving again.

💡 3. Celebrate consistency, not intensity.

The magic isn’t in smashing every session, it’s in showing up regularly, even if that just means stretching for ten minutes or going for a walk. Fitness isn’t a punishment. It’s a tool to help you live better.

💡 4. Remember: it’s never too late.

Seriously. You’re not past it. You’re just getting started. The human body is amazing at adapting at any age. Start small, build momentum, and give yourself credit for every win.

My Mission Going Forward

I’m on a mission to make fitness more inclusive, more fun, and a lot less intimidating - especially for people in their 40s, 50s, 60s and beyond who’ve been told (directly or indirectly) that fitness isn’t for them.

Whether it’s through my podcast, the FWF Academy, or our online and in person training, I want to help you move, feel, and live better, with no six-pack required.

So if you’ve ever felt left out by the fitness world, just know: you’re not the problem. The system is.

And we’re here to change that.

🎧 Want to hear more? We dive into this topic properly in this week’s episode of The Voice of Fitness Reason Podcast. Give it a listen here and let us know what you think.

Let’s keep moving, and living on our own terms. 💪

FRANK

your Personal Trainer / Proud 40+'er