With the prevalence of body cult in the Western society, more and more people feel pressure to conform to social expectations. Media constantly is bombarding with the messages how to be fit (thin or muscular), nice and forever young. In other words, in consumer society Health becomes an alibi for improving Appearance.
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EuropeActive represents the whole industry, including associations, suppliers, training providers and individuals because it has a simple unifying purpose: to raise standards in the health and fitness sector and get 'more people more active more often'.