14 Retro Fitness Commercials That Wouldn’t Air Now
These 14 old fitness commercials contain messaging and visuals that would not be considered appropriate or acceptable today.
- Sophia Zapanta
- 5 min read
Fitness advertising in the past often included content that lacked sensitivity, accuracy, and proper health information. These commercials used stereotypes, unrealistic body standards, and unproven claims to sell products. Many of them would not meet today’s advertising or health standards.
1. Body Shaming as Motivation
Maksim Sokolov on Wikimedia Commons
Many older fitness ads used body shaming to encourage people to buy products or join gyms. They often showed people looking unhappy or uncomfortable before losing weight. These commercials treated body image as a problem that needed to be fixed to gain respect. Today, this approach is seen as harmful and not supportive of healthy change.
2. Oversexualized Content
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Several ads from the past used revealing clothing and suggestive scenes to promote fitness services. Women in particular were shown in ways that focused more on appearance than ability or strength. These images were often unrelated to the actual workouts or products being sold. Present-day advertising guidelines encourage respectful and relevant representation.
3. Fake Health Claims
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Some older commercials promised rapid weight loss, muscle gain, or full body transformation in a short time. These results were not based on science and were often impossible to achieve safely. The products they advertised included pills, devices, and plans with no proven results. Modern regulations require health claims to be supported by evidence.
4. Stereotyping Genders
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Many retro ads showed men doing weightlifting or high-intensity workouts while women were pictured doing light exercises. This suggested that different fitness levels were appropriate based on gender alone. It limited how people viewed their own physical goals and abilities. Today’s fitness messaging promotes a more inclusive and equal approach.
5. Unsafe Workout Advice
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Some commercials pushed extreme routines or diets without mentioning risks or proper guidance. They encouraged viewers to push themselves without talking about form, rest, or injury prevention. Viewers were left without tools to judge whether the workouts were safe. Health advice today is expected to include clear warnings and professional input.
6. Mocking “Unfit” People
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Older fitness ads often included jokes or skits about people who were not in shape. These segments presented larger bodies or slower people as lazy or weak. The humor came at the expense of real people’s dignity. This kind of portrayal is now seen as disrespectful and inappropriate.
7. Ignoring Mental Health
Wokandapix on Wikimedia Commons
Retro fitness content focused only on physical appearance and did not address how people felt mentally or emotionally. Confidence, motivation, and self-esteem were not part of the message. This created a narrow view of what it meant to be healthy. Today, mental health is considered an essential part of overall wellness.
8. Smoking or Drinking in Fitness Ads
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Some vintage commercials featured smoking or drinking in scenes meant to sell fitness or wellness products. This gave a confusing message about what healthy living meant. At the time, these habits were more socially accepted and often ignored in health discussions. Now, such images would be criticized for promoting unhealthy behaviors.
9. Using Celebrities with No Expertise
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Brands sometimes paid actors or entertainers to sell workout products even though they had no training or background in health. Viewers trusted these faces without knowing if the information was reliable. The ads created confidence based only on popularity. Today, companies are encouraged to work with certified experts.
10. Cultural and Racial Insensitivity
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Some ads used costumes, language, or humor that made fun of other cultures or used racial stereotypes. These elements were added for entertainment but showed little awareness of the people they represented. Many viewers were excluded or misrepresented in these commercials. This type of content is now often removed or called out for bias.
11. Promoting One “Ideal” Body Type
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Older ads often presented a single type of body as the goal: thin, muscular, or both. Anyone who looked different was shown as needing to change. This created unrealistic expectations and led to negative self-image. Today, many brands work to promote a broader range of healthy bodies.
12. Misleading “Before and After” Photos
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Some ads edited or staged before-and-after shots to look more dramatic than they were. They used lighting, posing, or even makeup to exaggerate results. This made people believe in fast success that rarely matched reality. Advertising standards now discourage or ban this kind of photo manipulation.
13. Targeting Teens with Unrealistic Promises
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Some fitness commercials were aimed at younger people and suggested they would become more popular or attractive if they used a certain product. These messages played on insecurities that many teens experience. They focused more on appearance than health or skill. Today, this type of targeting is closely watched and often restricted.
14. Laugh-Track-Style Gimmicks
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Several old fitness ads included scripted jokes, laugh tracks, or cartoonish effects to seem fun or casual. These elements made it hard to take the advice seriously. They also reduced trust in the effectiveness of the program. Fitness marketing now tends to use a more direct and respectful tone.