Nicky Reardon

They have to convince you to hate something about yourself in order to sell you the solution. You can be skinny, but you don't have a Pilates body. You can have a Pilates body, but your butt is flat. You can be curvy and thick, but then your waist isn't small. So what do they do? They find a way to monetize your agony with a new trend.

They have to convince you to hate something about yourself in order to sell you the solution. You can be skinny, but you don't have a Pilates body. You can have a Pilates body, but your butt is flat. You can be curvy and thick, but then your waist isn't small. So what do they do? They find a way to monetize your agony with a new trend.

First it's Pilates, then SoulCycle, then Barry's Bootcamp, then you have to drink bone broth, or okay, great, you're skinny, but now you need to gua sha, or get your lymphatic whatever the fuck drained. Like, eat! is insane. And there's a reason all of these things cost money. They have to move the goalposts, so you have to keep buying in pursuit of this thing.

First it's Pilates, then SoulCycle, then Barry's Bootcamp, then you have to drink bone broth, or okay, great, you're skinny, but now you need to gua sha, or get your lymphatic whatever the fuck drained. Like, eat! is insane. And there's a reason all of these things cost money. They have to move the goalposts, so you have to keep buying in pursuit of this thing.

Like, this cult of wellness is a marketing scam. It is a marketing scam. It is convincing you that you have something wrong with you, so they sell you a solution. That is what the entire thesis of it is. And it's so terrifying and very weird late-stage capitalism shit that, like, we're just cool with that.

Like, this cult of wellness is a marketing scam. It is a marketing scam. It is convincing you that you have something wrong with you, so they sell you a solution. That is what the entire thesis of it is. And it's so terrifying and very weird late-stage capitalism shit that, like, we're just cool with that.

and love it and i've also convinced ourselves into being like this is not only normal but like optimal like that is optimal living you should have to spend hundreds of dollars a month on facials on a nice gym on a workout class on getting your things drained on getting like that's not normal that is not normal it's never been normal in history like we need to take a step back and reevaluate that and that is why glow up culture has become sort of repackaged body dysmorphia

and love it and i've also convinced ourselves into being like this is not only normal but like optimal like that is optimal living you should have to spend hundreds of dollars a month on facials on a nice gym on a workout class on getting your things drained on getting like that's not normal that is not normal it's never been normal in history like we need to take a step back and reevaluate that and that is why glow up culture has become sort of repackaged body dysmorphia

They have to manufacture a new subculture, the pink Pilates girl or the hot girl, this or that, because by then defining that group, they can then isolate people from that group where they have to pay money to be accepted into that scubs culture, right? An average Pilates class costs $30 or $40 a session. $300 a month for a membership. An alley yoga mat costs $150.

They have to manufacture a new subculture, the pink Pilates girl or the hot girl, this or that, because by then defining that group, they can then isolate people from that group where they have to pay money to be accepted into that scubs culture, right? An average Pilates class costs $30 or $40 a session. $300 a month for a membership. An alley yoga mat costs $150.

Luxury gyms like Equinox cost $300 a month. And they are doing that to create this subculture of what you wear, right? It's not just the memberships and the classes. Then it's the Stanley Cup. Then it's the Lululemon leggings. Then it's the matching set from Aritzia. And it's fascinating is like this sort of idea of athleticism to create a class divide is not new, right?

Luxury gyms like Equinox cost $300 a month. And they are doing that to create this subculture of what you wear, right? It's not just the memberships and the classes. Then it's the Stanley Cup. Then it's the Lululemon leggings. Then it's the matching set from Aritzia. And it's fascinating is like this sort of idea of athleticism to create a class divide is not new, right?

One of the best examples of this is golf and tennis, fun fact, is that like during these times when we were desegregating and whatnot, there were these things where they tried to create like predominantly white spaces on purpose.

One of the best examples of this is golf and tennis, fun fact, is that like during these times when we were desegregating and whatnot, there were these things where they tried to create like predominantly white spaces on purpose.

One of the great examples of this, again, golf and tennis, where like they intentionally made it so in order to participate in something like golf, for example, you have to have a specific drafts code in this thing. You had to be a membership at this specific country club, blah, blah, blah.

One of the great examples of this, again, golf and tennis, where like they intentionally made it so in order to participate in something like golf, for example, you have to have a specific drafts code in this thing. You had to be a membership at this specific country club, blah, blah, blah.

So the only people who could do that were like the people who already had amassed this wealth in some way, which didn't happen to be these people who were like recently desegregated, couldn't have access to a better education system, blah, blah, blah, right? Same thing with tenants.

So the only people who could do that were like the people who already had amassed this wealth in some way, which didn't happen to be these people who were like recently desegregated, couldn't have access to a better education system, blah, blah, blah, right? Same thing with tenants.

Like these, they have found ways to like bake in these norms of adding an aestheticism to a physical activity because then not only can they exclude people from it based on that, they get to monetize it more. They get to monetize it more. You got to buy the golf shirt. You got to buy the golf pants. And you have to buy shoes for this sport or different shoes for that sport.

Like these, they have found ways to like bake in these norms of adding an aestheticism to a physical activity because then not only can they exclude people from it based on that, they get to monetize it more. They get to monetize it more. You got to buy the golf shirt. You got to buy the golf pants. And you have to buy shoes for this sport or different shoes for that sport.