Movement > Fitness

It’s Time to Move ⏰

Forget Fitness, join the Movement

Rafa Ballestiero
Published in
2 min readJan 23, 2023


😩 The fitness industry is broken

It thrives on our inactivity. Unused gym memberships, unrealistic body images and useless gadgets clutter our lives and feeds.

From superstar athletes to Instagram influencers, the image of the “fit” person is distorted and borderline unhealthy. It only applies to 1% of the population, leaving the rest of us feeling guilty, inadequate and ugly. Through decades of intensive marketing, the fitness industry has made us believe that we needed that six-pack and thin waistline to be healthy and attractive.

That’s a lie.

A little word from Behale’s CEO.

🛍 Consume -> Regret -> Repeat: The vicious fitness guilt cycle

Currently, fitness is made to be consumed. We’re expected to keep buying the 3-week programs, upgrading to the latest wearables, or subscribing to a year-long plan at a gym (that’s impossible to cancel). These purchases might work for a bit, but they never last. We’re sold empty promises, but we keep buying them, hoping that eventually one of them will work. And so the vicious cycle continues.

This has an ugly consequence: we’re incentivized to think that skipping a workout is a sin and, so we feel guilty for not keeping up with our exercise routine. Ultimately, this feeling of guilt manifests as negative self-talk and anxiety, making it even harder to stick to a movement habit.

But, it’s perfectly okay to skip a session every once in awhile. Sooner or later, we all need some time to rest, recover and have fun with friends and family.

🤸‍♂️ Forget fitness, welcome movement

We believe that we need a revolution in how we move in the world.

Photo by Tyler Nix on Unsplash

It’s time for a drastic change within the fitness industry. It’s time to move on from our obsession with six-packs and weight loss in the short term, and to focus instead on making people feel better and get healthier in the long term.

It’s time for us to forget about fitness and, instead, welcome movement into our lives. It’s time for all of us to work together to bring back movement into our lives.

It’s time to move.

If you share our vision and want to learn more about movement, visit our website or get moving for free today!



Rafa Ballestiero
Editor for

Published in Bootcamp | Mindful Tech & Behavior Science | Co-founder @ Behale |