Despite the social media furore over Protein World’s recent ‘beach body ready’ campaign, the fitness industry needs to stand strong and continue to challenge the public’s growing acceptance of overweight as the norm.

That’s according to Health Club Management editor Kate Cracknell, who in her latest editor’s letter highlights how the social media outcry to the advert shows some consumers view healthy, toned bodies as “offensive and discriminatory”.

The poster – of a slim, toned model in a yellow bikini next to the words ‘Are you beach body ready?’ – was hardly the first to use this sort of imagery to sell a product, notes Cracknell. Neither was the model an unhealthy size zero. As such, she adds, the resultant Twitter campaigns, online petitions and Hyde Park protest were something of a surprise.

“Fitness industry take heed: some of today’s consumers see images of fit, toned bodies not as aspirational and motivating, but rather as offensive and discriminatory,” writes Cracknell.

“At least, that’s what the recent furore over Protein World’s ‘Are you beach body ready?’ ad campaign would have us believe.”

The fitness industry, Cracknell says, must always be mindful that body image is a delicate subject. That said, she believes it’s vital the fitness industry educates people and helps re-set their sights before ‘overweight as the norm’ becomes embedded in society. The matter is particularly pertinent in light of new research showing nearly 95 per cent of parents of overweight children believe their kids are exactly the right size.

Cracknell, who spent a decade in advertising before becoming a journalist, said the fitness industry remains too reliant on ‘beach body’-style images in its marketing. The key, she added, is to know your audience.

“If you’re a leisure centre with a brief to get inactive people moving, then follow the lead of This Girl Can, Nuffield Health and I Will If You Will, whose recent ads show how ‘normal’ people can be both aspirational and realistic,” writes Cracknell.

“However, if you’re a CrossFit box that caters for the already fit, the yellow bikini girl – slim but hardly a size zero – would be an appropriate image. Ditto for Protein World, as evidenced by its sales boom (reportedly £1m+). You can’t be all things to all people in your advertising; if you are, you’re probably not making an impact with your target market.”

To read Cracknell's column in full, check out the June 2015 edition of Health Club Management by clicking here.