This series on diversity, equity and inclusion is brought to you in collaboration with BLAQUE. For more on this series, read our introduction story here.
Most founders of health clubs and studios started their companies with the intent of improving the health of their communities. Directors of YMCAs, JCCs, university rec centers, and parks and rec facilities took their positions to do the same. Few if any of these people had a purposeful plan to exclude people based on color.
But many club operators have a target customer in mind, and they create a profile of their ideal customer that includes their needs and their likes and dislikes. Their marketing materials and websites then use pictures to communicate who they believe to be their target customer.
More often than not, the pictures used indicate that the target customers are younger, middle to upper-middle class, fit, able-bodied, white women.
What that often says to everyone else (people of color, those who aren’t already fit, older people and people who aren’t able-bodied) is that this facility caters to people who are not them. It says the same to potential employees.
That is changing as more fitness facility operators are working to project a more diverse and inclusive membership and staff in marketing materials, on websites and in real life in their staff recruitment efforts and membership outreach. But has it changed enough and in a meaningful way?
That is the question that this week’s Hear Our Voices series tackles, with input from these Black fitness professionals.
Q: Many companies strive for diversity and inclusion. In what ways has the fitness industry missed the mark? Is diversity and inclusion the solution to these problems or has this focus been misplaced?
Cheryl McCarver, Executive Director, Cooper Street YMCA
A: Diversity and inclusion solutions have become so commonplace that organizations have come to think that as long as they have a D&I statement, program or employee with the title, they're good. Cynt Marshall, CEO of the Dallas Mavericks, puts it perfectly: “Diversity is being invited to the party. Inclusion is being asked to dance.” Just because I represent a minority group and sit around the table—that isn't the only goal. Including me in the decision making, in the vision and direction of the organization is asking me to dance.
Mike Z. Robinson, Owner, MZR Fitness
A: Yes, I believe that diversity and inclusion is key. It would be fantastic to see more diversity within the industry as far as some of the leading companies helping to position more minority fitness professionals as experts to help them to create larger platforms, having more diversity in leadership positions of these larger companies, creating a new board and/or committee that meets year round that addresses diversity in the industry, hiring minority spokespeople to endorse companies, requiring community service in more diverse communities for fitness professionals and the employees of larger companies.
I can remember winning the IDEA Personal Trainer of the Year award back in 2015, and I can’t even tell you how many African American fitness professionals reached out to me. Many of them were shocked that I even won (so was I – haha), but most of them wanted to congratulate me and were just so proud to see someone of color win the award for the first time. The award was amazing, and it’s still one of my proudest career moments ever, but it was an even more incredible feeling being able to see how many people acknowledged how powerful and inspiring me receiving that award was for them.
Jessica, Personal Trainer, Equinox (last name withheld upon request)
A: What do diversity and inclusion actually mean? Simply having Black and brown faces in the room? That’s not enough. What happens to them once they’re there? If a white trainer’s business is suffering, management tends to see that as an external issue—it’s a quiet time of year, the trainer has simply had some bad luck with clients leaving, etc. This leads to that white trainer receiving more support from management to build up their clientele. When a Black trainer’s business is suffering, the fault is placed on the trainer with management saying that the trainer is not doing enough to retain their clients or they are not doing enough to get new clients on their own. Black trainers are told to figure out how to turn things around themselves. Black trainers are generally not given the benefit of the doubt, and they are not given as many opportunities as their white counterparts. Often, these Black trainers end up leaving because they cannot support themselves. Black trainers who succeed have to be exceptionally talented and hard-working, whereas mediocre white trainers succeed often.
Kurt Gillon, General Manager, LifeStart
A: Many strive to. They include it in their mission statement/mantra and have it posted all over the place, but when you look in the boardroom or executive leadership, you don’t see it reflected. For me, I would like to see genuine management training, especially in larger clubs, but on the business side of fitness. The great thing about the fitness industry is the available opportunities for the entrepreneurial spirit and people succeeding regardless of race or class. Women are doing some phenomenal things in fitness. I mean the racism or bigotry against women, regardless of color, is just as important from an equality standpoint. But it will start with consciously looking outside of your network. It is easy to identify with folks that we feel comfortable with, but it does lend itself to who you would likely go to for an opportunity.
Ariana Stowe, Personal Trainer and 305 Fitness Instructor
A: When it comes to diversity and inclusion, the fitness industry has missed the mark by not frankly reaching out and collaborating enough with personal trainers who might be located in these areas where they are the only trainer in their community, for example. I think for many of us, having clients isn’t necessarily an issue, but it’s maintaining the business—whether it’s having the space, proper equipment or even just the right network of support for those who really want to take it to the next level and make a difference.
It is long overdue for a Black fitness and health expo where those who do have influence and a voice in the industry can extend an olive branch with the only intention of bringing a Black person with them on the way up.
I don’t know what D&I measures have been put in place if any at this time, but I think if there’s more of an emphasis on supporting and catering to the Black community needs, the change can become a reality. Maybe a gym is the starting point, but what if there’s the ability to have childcare and a small market inside?
Again, these ideas should be born from asking the people what they want and then finding a way to make it happen.
Carlos Davila, Adjunct Professor at LIU Brooklyn, John Jay College and Baruch; Diversity Officer at the Fhitting Room; and Coach at 5th Ave Gym
A: I feel they have missed the mark by not acknowledging that there is a problem. The issues within fitness regarding diversity, equity and inclusion (DEI) were there way before COVID-19 and Black Lives Matter forced us to take a long look at our behaviors and what we believe in, and spaces were forced to take a stand. I wrote a book chapter a year ago on this topic, and there is a significant amount of literature devoted to this topic. Having someone on staff that understand the nuances of DEI is a start, but there has to be an honest conversation about how these spaces have perpetuated racist/sexist/homophobic ideas and narratives before we can genuinely move to a place of growth and development.
David Rachal III, Founder and CEO, HEALTHEFIT
A: The fitness industry’s focus on gym memberships, home equipment/videos, mobile apps, etc. has made little to no impact on the declining health status of America. The fact is that the underlying conditions that make most people highly susceptible to COVID-19 can be addressed through strengthening the immune system via appropriate exercise and nutrition. The fitness industry has been so focused on getting people fit that it forgot that positive health was more important.
Ianthe Mellors, Head of Fitness and Dance, FitXR
A: The focus should not just be diversity and inclusion; it should be equality, and it should be woven into everything companies do. A huge issue is that our unconscious biases have a lot of say in the choices we make and actions we take. Unless this is fully examined and addressed on every level and unless processes and policies are put in place that leave no room for unconscious bias, nothing will change.
Jana Stewart, Health And Lifestyle Accountability Coach And Lifestyle Consultant
A: Diversity and inclusion are absolutely the solution. We live in a very diverse world. For me personally, I like to see variety, different ethnicities, etc. We all have something different to bring to the table. Two amazing examples of this were demonstrated by Strong Magazine and FitPosium. Strong Magazine invited me and other Black fitness professionals to take over their Instagram Live. We all taught classes, did presentations, etc. FitPosium did the same thing. Even I had no idea there were so many amazing Black fit professionals out there. Strong magazine continues to include a diverse group presenting and teaching. History shows that Black people in particular have been purposely discriminated against dating back hundreds of years. And that trend has carried on until today. So there must be an effort by all people to make changes to history. I commend the fitness companies that have done that. Even Beachbody donated $1 million to the NAACP.
Venus Davis, Founder, The Strong Academy
A: For progress to be made, companies have to see the need for diverse hires and inclusivity measures as more than checking the “diversity and inclusion” box. In order for the industry to not continue missing the mark, they will need to focus on not only being a successful business by refocusing on marketing, PR and advertising but begin to develop planning for people who could benefit greatly from wellness and fitness industries, such as individuals with health issues and disparities. Preventative care, which is one of the leading issues in COVID-19 related cases, should have been a priority when gyms reopened, but instead was an afterthought for many facilities. The lack of care for this population alone shows and is a sad reminder that gyms are not as accessible as they should be, and they do not focus on the communities that are truly in need of their resources.
Dr. Antonio Williams, Associate Professor and Associate Department Chair, Indiana University School of Public Health
A: Black culture has always been a source of inspiration for the fitness industry. You would have a hard time finding a club without programming inspired by Black music genres (hip hop, jazz, soul, blues and reggae), choreography and expressions. However, in many of these clubs you won’t find Black faces. From the members, trainers and staff to the marketing and branding, Black people have historically been left out while their culture is ever present in the industry. However, the time is now for the industry to embrace Black fitness in the same manner it has embraced Black culture.