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Intimidating sports culture is putting millions off working out \u2013 as many are feeling alienated by the exercise industry, research has found. A poll of 2,000 adults, who don\u2019t exercise, found 68 percent feel too embarrassed to go to the gym, because they don\u2019t fit the mould of the \u201ctypical\u201d gym goer.<\/p>\n
More than three-quarters (78 percent) don\u2019t find sports adverts motivating, and 33 percent say such adverts actually put them off working out.<\/p>\n
However, 55 percent would be more likely to exercise if they saw everyday people in sports adverts \u2013 and 20 percent would be more inspired to do something active, if more realistic expectations were set by the industry.<\/p>\n
A further 29 percent say sports brands aren\u2019t relatable to them, and a quarter think exercise culture is intimidating \u2013 although 49 percent wish they had more confidence to exercise.<\/p>\n
The research was commissioned by ASICS, as part of its \u201cNew Personal Best\u201d campaign, which is calling out performance-obsessed exercise culture, in partnership with mental health charity Mind.<\/p>\n
Gary Raucher, European vice-president for the sportswear brand, said: \u201cThe sports industry has been telling us for years that the only thing that matters is a faster time, a longer distance, a higher score, and more reps.<\/p>\n
\u201cAlthough it\u2019s aimed at motivating people, our research shows it\u2019s having the reverse effect, and instead creates an intimidating culture that\u2019s putting people off exercise \u2013 something we\u2019re committed to change.\u201d<\/p>\n
As part of the research, survey respondents were shown a series of marketing images from sportswear and athletic brands, and asked to comment on how the pictures made them feel.<\/p>\n
Just over one in ten (12 percent) said the images made them feel \u201cinferior\u201d, while 13 percent felt intimidated \u2013 and for seven percent, the images even made them feel depressed.<\/p>\n
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\nI run purely because it makes me feel good, I don’t worry about my time or being the slowest<\/p>\n
Tom Durnin, London Marathon 2023 last-place finisher<\/p>\n<\/blockquote>\n
It was found 16 percent typically come across these types of images on social media, with 42 percent admitting that seeing boastful exercise posts makes them feel like a failure \u2013 even before they\u2019ve started exercising.<\/p>\n
Hayley Jarvis, head of physical activity at Mind, added: \u201cFor people who don\u2019t exercise, taking that first step can be daunting, especially if they\u2019re also experiencing a mental health problem.<\/p>\n
\u201cWhen you add the pressure of performance, so often seen in sports marketing or on social media, for some it can feel impossible to get started, as they don\u2019t feel like they\u2019re \u201cgood enough\u201d.<\/p>\n
\u201cGetting active can play a vital role in helping us stay and live well with mental health problems.\u201d<\/p>\n
The survey, which was conducted via OnePoll.com, also found 23 percent of non-exercisers feel too embarrassed to start now \u2013 and nearly one in five (18 percent) worry people would judge them as they are too unfit.<\/p>\n
Over three-quarters (77 percent) admitted they are aware of the mental health benefits of exercise.<\/p>\n
However, despite 61 percent saying they have either personally experienced a mental health problem, or know someone who has, it is still not motivation enough to get them moving.<\/p>\n
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Mental health activist and TV personality, Dr Alex George, who is supporting the ASICS campaign, said: \u201cAs someone who is passionate about the benefits of exercise on mental health, it\u2019s upsetting, but unsurprising, that people feel excluded and alienated by the sports industry.<\/p>\n
\u201cI, too, have felt intimidated and insecure after comparing my performance and results to others.<\/p>\n
\u201cPeople need to know that regardless of the type of exercise they do, or the times or distances they achieve, any movement benefits mental health, and is something that should be celebrated.\u201d<\/p>\n
The \u201cNew Personal Best\u201d campaign features everyday people, and is encouraging them to share their own \u201cpersonal best\u201d images on social media, using the hashtag #NewPersonalBest, on World Mental Health Day, October 10.<\/p>\n
One of these is Tom Durnin, whose inspirational story caught the sports brand\u2019s attention when he finished in last place at the London Marathon 2023.<\/p>\n
He said: \u201cFor me, it was all about crossing that finish line, no matter how long it took me. I run purely because it makes me feel good, I don’t worry about my time or being the slowest.<\/p>\n
\u201cI never thought I\u2019d ever be the face of a sports campaign, but I\u2019m honoured to be partnering with ASICS to encourage more people to move for their mental health.<\/p>\n
\u201cIf my story can inspire at least one person to take the first step, that\u2019s all I could ask for.\u201d<\/p>\n