US – Social media fitness influencer Bethany C Meyers has launched an app that celebrates inclusivity in the fitness industry.
Each week, Meyers will release one 25-minute total body workout routine for users of The be.come Project app, which is designed to be repeated daily over seven days. With only one workout a week and no archive available to return to older routines, Meyers has better control over her clients’ fitness journeys, making the digital experience, which costs £27 ($35, €30) a month, feel more like a boutique fitness class.
Meyers encourages users to feel confident in their body shape, suggesting users even take the at-home classes in their underwear. This more inclusive approach to fitness is evident in the project’s corresponding campaign, which shows men and women of all sizes working out in their underwear, challenging the idealised visions of fitness with which the industry has become synonymous.