The Fitness Industry Is Broken...
And It’s Not Even AI’s Fault
(But There Is a Better Way)
Get The Secrets to Exercise you genuinely LOVE Without fighting the Uphill motivation battle against old habits
Written by Michael Pritchard, Use It or Lose It
The fitness industry is in a tizz. It has flat out failed the 31% of adults and 80% of adolescents globally who are not getting enough physical activity.
For an industry valued at USD $45 billion and growing, that is not good enough.
Growth, without inclusion, means people get left behind.
I propose a contributing factor is a literacy issue.
Not a sports and exercise literacy issue; there are advances in both of these every day.
The issue I see is a behavioural literacy gap.
A widespread lack of understanding that the fundamentals to getting good quality exercise you genuinely LOVE are understanding your values, your “self-narratives,” your capability, your enjoyment, and your circumstances. A grounding, in other words, in the realities of the person and their life.
I see very few organisations teaching this. Personal trainers, sports scientists, sports psychologists, and many schools do incredible, essential work in this area, and kudos to them. But their reach can be limited, particularly by low adoption in the mainstream industry. Gyms and online influencers with large mainstream audiences spend a lot more time on exercises and supplements than proliferating insights from the world of sports science, which means that becomes the reserve of elite and big budget sports. For the rest of us we get thousand clever people showing us how to exercise our abs and two thousand loud ones telling us why we should feel bad for not wanting to.
Enough is enough! We can do better.
My mission is to offer a new approach to exercise to help address the behaviour literacy gap with online learning that delivers straightforward, actionable skills for everyone wondering why exercise seems so easy for others to want to do yet feels so hard for them.
Because the 31% of adults and 80% of adolescents deserve to have available to them a means of overcoming mental blocks and correcting internalised self-narratives (or other-people-narratives) to make the life-lengthening, capability-preserving changes to get the exercise they need.
If that feels relevant to you, try this short identity exercise.
Below are 22 points.
Each is phrased as an identity statement.
Sort each statement as either “That’s ME!” or “That’s NOT me.”
Give them a spin and count how many are true for you:
1. I need to get more regular exercise than I currently do but I don’t have a clear plan to go about it.
2. I face mental blocks toward exercise that I only have a vague idea what they are.
3. I know that it is possible for me to get regular exercise I enjoy, I just don’t know how to make it happen.
4. I need clear, actionable guidance to change my exercise behaviour from not enough to... good enough.
5. Not getting enough exercise is going to become a problem for me if I do not make a change reasonably soon.
6. I understand that if I don’t start getting regular exercise into my life I will lose physical capability over time, which will reduce my quality of life.
7. I believe it is possible for me personally to enjoy exercise somehow... even though I don’t yet know how that could look.
8. Getting regular exercise I enjoy is important to me, and I seriously want the right skills and knowledge to do it.
9. I know it is possible for me to change my behaviour permanently.
10. I know learning new knowledge, trying new perspectives, and practicing new skills will help me change my behaviour... and I have done that before in other areas of life.
11. I have been bombarded with other people’s body image issues and their takes on exercise my entire life... and I honestly would’ve preferred if somebody had simply shown me how to form my own approach to exercise based on my own values.
12. I prefer a focus on physical capability and enjoyment of my exercise over a focus on how my body looks as the basis of my approach.
13. I am ready to (and frankly I need to) start getting more regular exercise in the very near future and do it in a way that I will keep going at it long term.
14. There is a good solution out there for me somewhere! I just need to find it, recognise it, and take action.
15. No matter how many cool and interesting exercises I learn I never seem to stick with exercise, and I suspect there’s something important missing from what I’ve tried so far.
16. I’m developing some skepticism of the fitness industry as a whole and social media fitness influencers in particular, having observed that short-form videos (whilst often very informative) have little to no impact on my behaviour and do not deliver the “inspiration” and “results” they promise.
17. I understand using AI for fitness is risky and unnecessary because I know you cannot slop your way to success. I prefer genuine human knowledge, provided in good faith, with the proper context, and it’s a bonus if it’s designed by professional instructional designers using proven learning principles.
18. I’m eager to try a completely new take on exercise and a 3-week commitment that fits in around my other responsibilities – about 30 minutes a day is an appropriate timeframe for me.
19. If I invest my time, effort, and money in a learning course I expect guaranteed results.
20. I’m aware online learning courses can be hit or miss... but I value learning in general, I like to learn by doing, and especially when it’s things I need or that interest me.
21. I am someone who knows I can always trust the effort I put into my commitments because I am reliable and resolute when I set out to accomplish something.
22. I’m eager to gain skills to resolve “mental blocks” that are holding me back from regular exercise... and those are skills I would use in other areas of life too!
What was your count of the ones that resonated?
If 15 or more of these identity statements are true for you, I invite you to click Make The Change below, purchase Use It or Lose It: Your Most Capable Body, and put in 30 minutes a day for three weeks to completely transform your relationship with exercise.
Having evaluated a list of identity statements you’ve already demonstrated that you are a person of decisive action. By doing that you have already proven you’ve got what it takes to succeed at this course.
There are 17 short lessons in the course. All of them come with clear, decisive actions that build the behavioural literacy required to achieve this Learning Outcome:
Get quality exercise you genuinely love into your life for the long-term.
Get full course access for USD $97 for the full course access. That’s a one-off payment. No recurring fees or subscription.
Bottom line: If you want that outcome AND you are in the group of people who counted 15 or more of those identity statements as true for you I am willing to offer a money back guarantee that this self-paced online learning course will change your life for the better, just as it changed mine.
Thanks for Learning!
Michael Pritchard
P.S. My personal contact details are in the course and in your setup email for you so you can reach out directly as you go – so you’ll never have to worry about getting stuck. No chatbots, guaranteed. This is a human service.
P.P.S. 3 weeks is the recommended timeframe but we know life happens... So you’ll get 12 MONTHS of full access. You can complete the course multiple times, or use it as a reference library of skills you can draw upon as needed until you've got them mastered through practice.
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