The fitness and wellness industry has a responsibility “to stop selling shame disguised as inspiration,” writes Sabrena Jo, PhD, senior director of science and research at the American Council on Exercise, in a new article for ACE fitness professionals. Anti-aging language may be profitable, but it is ultimately harmful—perpetuating ageism, undermining motivation and diverting attention from the real foundations of health, according to Jo.

The article explores the dangers of anti-aging marketing language and offers a science-backed argument for shifting toward a "pro-aging" movement grounded in the six pillars of health: nutrition, physical activity, restorative sleep, stress management, social connection, and avoidance of risky substances.

Among the problems with "anti-aging" language, Jo writes, is that it pathologizes a natural process, fuels unrealistic expectations and shame, and distracts from evidence-based health practices.

The "pro-aging paradigm," described in some detail by Jo, along with key takeaways, provides guidance for professionals and consumers alike. "Perhaps the most profound difference between 'anti-aging' and 'pro-aging' is a psychological one.," Jo notes. "Anti-aging is rooted in fear—fear of loss, decline and death. Pro-aging is rooted in strength—strength of body, mind, character and community."

To read the full article, published in CERTIFIED ™, click here