Social Media’s Toxic Fitness Culture Is Holding Women of Colour Down

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Content now prioritises viral appeal and follower validation — think jiggling derrieres in tight clothing for clicks — over the essence of fitness, such as strength, mobility, and mental wellbeing.

When Instagram becomes the mirror through which we view ourselves, the relentless pursuit of a cinched waist, lean muscles, or the “slim-thick” physique portrayed by influencers can lead to an unhealthy obsession with unrealistic beauty standards. For Africans and other marginalised communities, this reality fractures our relationships with our bodies, minds, and inevitably, our purses — costing far more than we realise.

The Myth of “Perfection”

In Nigeria, that “slim-thick” ideal demands a snatched waist paired with a firm, rounded derriere — an ideal that felt unattainable for me. From adolescence to adulthood, I struggled with anorexia, bulimia, body dysmorphia, and obsessive fitness routines in pursuit of the ‘perfect’ body. My goal was clear: a lean waist, toned muscles, and a figure that fit the images plastered on social media. But no matter how hard I tried, I was a long way from this illusion, and it left me grappling with years of mental suffering.

As someone who never truly knew her body type, it came as a shocking truth when I discovered it was endomorphic. Psychologist William Sheldon explains that “endomorphs have a higher percentage of body fat and muscle mass. Although muscle mass may not be visible due to the extra weight they carry. They're often heavier and rounder but do not necessarily have obesity”. This revelation brought me temporary peace, but social media algorithms soon found a way to rekindle my insecurities with new trends and products promising miraculous transformations.

Two-Faced Social Media Influencers

From aesthetically pleasing videos to insensitive memes labelling slow progress as “laziness,” social media amplifies judgment and condescension while ignoring critical factors. The National Institute of Health (NIH) highlights genetics, metabolism, medications, age and even stress and hormonal imbalances as significant determinants of body development. In its approach to health, this superficial, unempathetic fitness culture undermines and ignores these challenges.

In three months, the lack of apparent body changes seeded the temptation to choose a swift alternative to working out. Surgery was never an option, but I was drawn to viral trends like Ozempic, and Wegovy. It took a great deal of reflection and determination for me to realise they weren’t for me, and that I didn’t need them to finish what I had started.

The influencers I once idolised projected themselves as paragons of virtue and discipline, promoting detox teas, fat burners, intermittent fasting and customised meal plans in their online coaching as pathways to success. Yet, behind the scenes, many led double lives, relying on fillers, liposuction and other enhancements to achieve the perfection they preached against. Why hide that part of the journey? 

Social media’s fitness niche has also shifted from promoting health and endurance to chasing clout. Content now prioritises viral appeal and follower validation — think jiggling derrieres in tight clothing for clicks — over the essence of fitness, such as strength, mobility, and mental wellbeing. 

The Underrated Power of Rest

My life took a turning point when rheumatoid arthritis severely affected my right leg, forcing me to stop exercising. The unbearable pain and inability to walk, run, or jog sank me into depression. During this period of forced rest, I reflected on my routines and realised I had neglected a significant part of my fitness journey. My compulsive calorie counting and self-starvation when I ‘hit surplus’ had overshadowed my mental health and recovery. I hadn’t been listening to my body’s needs; instead, I had been burning myself out.

Stories of Resilience from Women of Colour

Women of colour face harsher challenges than others, due to cultural, societal, economic and physical barriers.

I talked to Joy, a Nigerian woman whose septic arthritis has been affecting her right leg since childhood and limiting her mobility. This disability meant enduring a world that often underestimated her. Undeterred, Joy took pride in powerlifting. 

Finding acceptance meant seeking solace in smaller gym communities where she built an encouraging “fit fam”. Yet, within this supposed safe space, she faced the incessant judgmental stares of women who believed she was doing “ too much”, and the mocking tones of men who didn’t fully include her in their circles due to her inability to lift heavier weights. She felt out of place. Some assumed she was trying to compete with men, but Joy couldn’t relate as septic arthritis prevented her from performing key exercises like squats and lunges. Occasionally, she bore the tremendous pain that affected her right leg, but it didn't stop her upper body training. While striving for inclusivity and development, Joy encountered barriers that made her reflect on her own fitness attitude, focusing on portion control, staying hydrated, avoiding junk food and admiring her reflection in the mirror instead of focusing on other people’s opinions or trends. Fitness revived her confidence and self-love, and taught her that every body differs.

Tracy, a plus-sized woman, struggled with slow progress and fluctuating weight. Her Instagram was flooded with images and videos of dramatic transformations, leaving her demotivated. Financially unable to afford trendy Ozempic, surgeries or injectables, Tracy felt in limbo. 

The judgments Tracy received from friends also stung deeply, making her wish she could buy the confidence promoted by influencers. Body shaming eroded her self-esteem, and it got uglier when friends commented mocking and discouraging remarks on videos she shared.

But Tracy fought back by embracing consistent daily walks of about five thousand to seven thousand steps, making dietary changes, incorporating intermittent fasting, and finding a fitness routine that specifically worked for her and not millions of social media followers. 

While focusing on aligning her fitness goals with her lifestyle, energy and timing, Tracy noticed the social media trend of users going through a tremendous physical transformation and quickly becoming uncertified coaches, attaching links in their bio to sell eBooks and videos, and advertise random products. Their self-positioning as fitness gods raises questions about authenticity on social media platforms as the focus shifts from guidance to capitalising on miraculous transformations.

Mariam, a Muslim woman, took me on a deep dive into her life, which quickly revealed what social media influencers overlook: balancing modesty, expenses, and fitness goals. Finding affordable and appropriate workout clothes was often tedious, and even switching to thrifting sometimes failed her with its disadvantages like ill-fitting and inadequate covering. While fitness can be pocket-draining, Mariam was determined to stick to what aligned with her earnings by prioritising intermittent fasting, portion-controlled meals and the nutritional value of vegetables. Despite her slow progress in achieving a flat tummy and staying fit, she hasn't derailed from fitness, and takes social media advice with a pinch of salt.

Mariam has countlessly drawn attention to her own fitness community by identifying some influencers one shouldn’t take too seriously, such as self-proclaimed coaches. While she is unmoved by their influence, they are responsible for hurting the self esteem of many others and maintaining an unrealistic expectation of health and fitness. In particular, Mariam critiques the ridiculous, even funny, extremes of social media influencers who condemn essential foods like vegetables, dairy, bread and in some cases, water.  

Owning Your Fitness Journey

Women, especially those from marginalised communities must be kinder to themselves, and understand success should not be defined by other people’s standards or measured by comparison. Our journeys are personal and shaped by our culture, body types and backgrounds, which social media simply cannot comprehend.

Whether it’s Joy’s resilience, Tracy’s consistency, or Mariam’s discipline, these stories illustrate that fitness is about listening to your body, finding a sustainable balance, and celebrating small victories. So surround yourself with real-life people who mean well for you and reclaim your narrative. Only we can dictate our fitness journey, not strangers from the internet. We listen no more to a world that tells us we don’t fit in.