Has our definition of real beauty been distorted by supermodels and bodybuilders?

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Has our definition of real beauty been distorted by supermodels and bodybuilders?

Power Systems Fall 2012 Catalog Cover

KNOXVILLE, Tenn. – The industry leader in fitness and sports equipment is dedicated to changing the way the fitness industry portrays “fit and healthy” people – and they’re starting at “home.”

Power Systems is committed to presenting realistic images of fitness in the sports and exercise industry – in fact, the company has included ONLY “real people” in the photos published in its brand new Fall 2012 catalog. These are “real people” – people of all shapes and sizes, ages and abilities. And this effort extends to all marketing materials Power Systems plans to publish.

“It’s human nature to want to look good. We place great value on presenting a pleasing physical appearance. But, over time, we have allowed our definition of beauty to become synonymous with our definition of fitness. At Power Systems, we want to make it clear that people don’t need to look like bodybuilding champions or supermodels to be the picture of physical health,” said Julie Pauletto, president of Power Systems. “The marketing images of the past represent a very specific sub-set of our audience: the extreme margins of athleticism, body shaping and fitness. Going forward we want to depict our real customers.”

Power Systems isn’t alone in pushing this initiative. Recently, Vogue editor Anna Wintour published a letter from the editor in the magazine about how the publication is doing the same. They have recognized the extreme pressures to be thin in the fashion industry and have launched a worldwide health initiative aimed at depicting healthy body images in the magazine. The letter is online at http://www.vogue.com/magazine/article/the-health-initative-june-issue/#1.

“Consider the types of models usually chosen to illustrate catalogs and marketing materials. These men and women represent a standard of physical health and fitness that is simply not achievable by a majority of the general population,” said Pauletto. “We are perpetuating unrealistic goals with these images. Frustration from an inability to achieve results that match the images offered can lead to discontinued exercise regimens or plant the seed for the consideration of unhealthy shortcuts like steroid abuse or eating disorders to match the ‘ideal’ body type.”

“We are committed to making a real difference to real people. And if we expect real change in our nation’s attitudes toward exercise and fitness, we’ll begin by offering realistic examples and encouragement,” said Pauletto.

For more information on Power Systems and its initiative to redefine the picture of fitness, visit www.powersystems.com.


About Power Systems: Power Systems is the fitness and sports equipment industry leader committed to making a real difference in the health, fitness and performance needs of people at every level of experience. Since its founding in 1986, Power Systems has been recognized for its standards in customer service, product selection and on-time delivery. The company is headquartered in Knoxville, Tennessee. For additional information about Power Systems, visit their website at www.powersystems.com.

Media Contact:
Sandra Heinig
(865) 584-0550

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