Thursday 23 February 2017

Turning tide of beach body tyranny

Published 04/07/2015 | 02:30

A furious row ignited in the UK and US about an ad campaign for Protein World’s slimming products, entitled ‘Are you beach body ready?’
A furious row ignited in the UK and US about an ad campaign for Protein World’s slimming products, entitled ‘Are you beach body ready?’

It's that time of year when we get ready to enjoy better weather at home or abroad by swimming and lounging on the beach. Inevitably, for many of us, it is a time for qualms about baring our bodies to the world at large, as distinct from routine exposures to loved ones.

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Gym memberships are on the increase. And as someone who has joined many gyms over the years and not lasted very long, I can identify both with the resolve and with the attrition rates. The sad fact is that unless you are obsessively disciplined with time management, it is very difficult to keep up an exercise regime for sufficient duration to make a difference. While on the treadmill recently doing my cardio', a poster screamed: 'Life is too short to spend it hating your body.' Rather than encouraging me, it put me off. It offended me because I do not hate my body even when I have a few kilos to lose.

Health and fitness and weight loss have become a serious global industry and social preoccupation. Over the decades with better nutrition and less physical labour, we have grown in size. Obesity is now the big health challenge in the western world. Diets, slimming regimes and products have proliferated with varying degrees of success.

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