Pilates Mantra vs. Imagery: Why don’t they tend to match up?

The phrase “Pilates is for EVERY BODY” has become pretty ubiquitous in the Pilates world. The message is meant to convey a sense of inclusivity, because any body type, age, ability, or background can benefit from the Pilates method. It’s truly an admirable mantra to have, and one that I also subscribe to. In fact, many studios claim to cater to bodies of all types and even base their mantra around being egalitarian. Is there anything wrong with that? No. At least not unless the mantra doesn’t match the advertisements they put out. What gets my springs in a twist is seeing the countless instructors and studios that purport to be for all kinds of people, exclusively post pictures of a hyperflexible, (admittedly) gorgeous woman or man in a super advanced position (often on a piece of equipment that many studios don’t own), without any supposed assistance, representing their business. This dichotomy just doesn’t play for me. 

There’s nothing wrong with a fit body

Of course, these “perfect representations” of Pilates do exist, and I am not taking away from their hard work and efforts to be able to model the movements so beautifully, but I also know they are not the typicalrepresentation of a Pilates client. Truly, this is the only angle I’m coming from, because I really do applaud the strength and practice it takes for anyone to be able to pose for such glorious photographs. My intent for this blog is not to degrade women or men who have the stereotypically fit body at all. The amount of time and work they put into their health and image is notable, but I don’t feel like it is always more than that of someone with a different body type. Some people really are born lucky, and others will put in the same work, only to be sidelined when it comes to fitting the mold. If you disagree, fine. However, just take a look at the majority of studios, instructor certification programs, or social media posts. You’ll very likely find a trend of certain body types being represented more than others. 

Just look at the advertising 

Let’s begin with the whole point of advertisement. What’s the goal of advertising your business, particularly when it comes to Pilates? Obviously, you want prospective clients to see your website, social media posts, or other advertisements and think, “I need/want that”. How do you lead people to that mindset? You do it mainly through images and videos – in this day and age specifically. Studies have shown that imagery is vastly more impacting for marketing than text or audio sources. As it turns out, there is a reason why “a picture is worth a thousand words” (who would have have thunk it?). Carefully choosing what photos or videos you use to reflect your business is crucial. With all this being said, I get why people choose the Adonis route, but I don’t think you should claim an Everyman outlook at the same time. This strategy can prove inspiring, but it leaves out the largest group of people that you want to patronize your business. 

Free your mind, and the rest will follow…don’t be so shallow (good song btw)

It’s not easy to break from tradition. When you look at how Pilates has been advertised since the very beginning (looking at you, Joe), the Grecian Olympian is the ideal body. Shortly following the establishment of Joseph Pilates’ studio, dancers started to frequent his space – with most of the elders being dancers – which led to an unintended link of Pilates and dancers (thus a link between dancer-type bodies and Pilates). This link continues in modern Pilates, and infiltrates the marketing tactics for the majority of business owners, despite the fact that many or most clients do not necessarily adhere to this model. There are several reasons why a potential client would view such ideal images as off-putting, and why you should change your mindset towards how you choose images to best represent the mantra of “Pilates is for every body”. Just some examples are – and each one of these is really deserving of their own blog or even research paper, but I’ll keep things brief for this specific posting:

·      Phenotype

Phenotype refers to the observable, or outward physical characteristics a person exhibits. In regular person speak, it is their outward appearance. Too often people are judged based on how they look, and in Pilates is goes further to assume someone’s health. A thinner person can be considered “in shape”, while a curvier body type will be written off as weak or deconditioned. This is exactly why most advertisements for Pilates feature thinner customers, because it suggests a healthier clientele. In fact, nothing could be further from the truth, and what gets me is that the instructors/studio owners know it. Yet, they still claim to have an environment that supports all body types. How do you fix this? Start by believing the mantra you put out there. Don’t just say it, be about it. Feature your clients (with permission, of course) that break the old-school mold and perform the exercises beautifully, regardless of their BMI or whatever arbitrary factor that holds you back from spotlighting deserving bodies. 

·      Abilities/Disabilities

While Pilates is NOT a cure for disabilities, despite what some shady people will have you believe (for their own benefit, mind you), it is a wonderful way to offset and/or remedy the symptoms that accompany physical ailments/disorders. I have practiced Pilates for years, due to a congenital problem with my hips (hip dysplasia), and it has allowed me to move with more strength and assurance in my joints, have a stronger connection between my mind and body, and warded off surgical intervention for the time being. Why shy away from including images of people with osteoporosis, scoliosis, knee/hip replacements, shoulder issues, etc.? Considering the numerous people out there that could benefit from Pilates, and who seek out Pilates due to some sort of diagnosis (like myself), it seems senseless to exclude these clients in your marketing. 

·      Age

It should come as no shock that far too often the poster children of Pilates trend towards the youthful side of life. People of a more mature age get pigeon-holed as representing senior classes with comments that feel downright patronizing or infantilizing (ex: “Diane is killing the ab series even in her 70’s!”). People of advanced age, much like children/youth may need some special considerations for their bodies, but the low-to-no impact style and the strength/body weight training Pilates offers is immensely helpful for those of all age groups. Excluding imagery of potential clients that fall outside the 20-50 or 60 year timeline of life is just plain dumb, and possibly rude. 

·      Race

As a subset of the phenotypes, it is important to show people of all races in your marketing (at least if you are to state a position of inclusivity). The history of white (mainly) women hogging the spotlight in Pilates imagery is long. Unfortunately, even today, POC are hugely underrepresented, despite a slow shift towards correction. Pilates has grown immensely over the better part of century and is found worldwide. That should mean the people portrayed in the marketing and observance of Pilates are indicative of this fact. 

·      Gender

As previously stated, women in the Pilates industry are highlighted more than anyone else. Men and other genders identities seem rare in comparison. I’ve railed against this in my other blogs for different reasons, but the overall fact is that Pilates seems like it is a “women’s activity” – and that gets my tights in a bunch. As Pilates gains in popularity amongst professional athletes, the tide is turning and more men are discovering the benefits of the method. Transgender and nonbinary Pilates lovers are gaining more presence on social media as well, but I have yet to see them used in many advertisements. 

Onwards and Upwards 

I understand that not all business models want to include an array of people and bodies, and that is their choice (for whatever reason). Yet, with the much-deserving growth and acceptance of Pilates as a legitimate form of exercise among the masses, the antiquated ways of reaching prospective clients needs to shift as well. With that said, can we please see more diversity in Pilates advertising with images that celebrate all bodies, abilities, life experience and genders? The Pilates community is vast and varied, and it is a wonderful thing!