Fitspiration

In contrast, fitspiration operates under such mantras as "strong is the new skinny" and "fit not thin". Its focus on images of athletic women have led some to hail it as a positive step, and it has now been transposed offline, with the model Daisy Lowe fronting a newspaper campaign.

The craze on Instagram and Tumblr within the last year has been for blogs and accounts devoted to ‘fitspo’ or ‘fitspiration’.

This situation is particularly clear within certain facets of fitness culture, which employ “fitspiration” slogans to berate those considered unfit or unhealthy, asking “What is your excuse?” or declaring “Every excuse is a decision to fail.”