For the fitness industry, it’s also a chance to look beyond performance metrics and appearance goals to talk about men’s physical and mental health – and to acknowledge how gym culture contributes to men’s body image.
What Is the Theme of International Men’s Day 2025?
The theme for International Men’s Day 2025 is “Supporting Men and Boys”, and as a gym owner, support is a big part of your mission. The campaign encourages organisations, communities, and individuals to promote a more inclusive definition of masculinity and health. For gyms, that means celebrating men and boys of all body types and fitness levels, and supporting conversations around self-esteem.
Why Is International Men’s Day Important?
Men face unique pressures when it comes to body image and wellbeing. The fitness industry is still dominated by muscular physiques and “grind culture” messaging, which can make men feel they don’t belong unless they look or train a certain way.
Research from Mental Health UK shows that one in three men feel anxious about their body image, with social media, advertising, and gym culture contributing to unrealistic expectations. And while gym attendance among men is high, so are levels of anxiety, disordered eating, and burnout.
International Men’s Day is an opportunity for the fitness industry to take stock. How can we help men feel confident, supported, and motivated and not judged, pressured, or excluded?
How Male Body Image and Gym Culture Are Connected
Gyms can play a vital role in men’s physical and mental health, but they can also amplify insecurities. “Fitfluencer” culture and comparison means many men step into the gym feeling like they already have something to prove.
For some, the gym is a safe place to de-stress, find structure, and feel part of a community. But for others, it’s intimidating or triggering, particularly if they feel their body doesn’t match up.
Body image concerns can affect every demographic, from young men chasing size and definition, to older men dealing with weight gain or declining strength. And of course, we must consider men and boys with disabilities and other visible physical differences.
How Can Gyms Help Men with Body Image?
Gym operators are in a great position to shift the narrative from appearance to wellbeing and to support men with in their relationships with their bodies.
What works well:
- Promoting function over form highlighting strength, mobility, and energy, rather than just aesthetics.
- Offering education around healthy habits, nutrition, recovery, and mental health.
- Building community – group environments that feel supportive and non-judgmental.
- Training staff to recognise signs of overtraining, disordered eating, or anxiety around exercise.
What to avoid:
- Overemphasising transformation imagery, weight loss, or “before and after” results as this can reinforce comparison culture.
- Using overly masculine or competitive language that alienates some members (“man up”, “no excuses”, “go hard or go home”).
- Designing programmes that Also assume every man wants the same outcome.
How to Make Your Gym Inclusive for Men of All Shapes and Sizes
Inclusivity means recognising that there’s no single “fit male body.” Accessibility, visibility, and representation all play a role in helping men feel welcome in your facility.
- Marketing and communications: Use diverse imagery and inclusive language that represents men of different ages, body types, and backgrounds. Include stories of members who’ve improved energy, sleep, mental health and other outcomes.
- Touchpoints and onboarding: Ensure that your joining process is friendly and approachable. Offer optional introductions or “welcome sessions” to remove intimidation.
- Programming: Include options beyond hypertrophy or HIIT. Yoga, mobility, walking groups, and functional training are all great ways to engage men who don’t identify with traditional gym culture.
- Accessibility and environment: Think about lighting, layout, and flow. Are there quieter training areas? Is equipment easy to use for all sizes and abilities? Are there private spaces for changing?
- Visibility and culture: Highlight male instructors who model inclusivity, not just the young and shredded PT archetype. Encourage staff to use open, supportive language that discourages comparison.
8 Ways to Make Your Gym Inclusive for Different Male Bodies
- Audit your marketing imagery – show real members, not athletes or models.
- Offer a variety of training styles – strength, cardio, flexibility, recovery, and mindfulness.
- Use inclusive language – avoid gendered assumptions or body-centric messaging.
- Train your staff – give them tools to talk about wellbeing, not just performance.
- Highlight functional achievements – energy, sleep, mobility, and mood improvements.
- Create social opportunities – group training, workshops, or community challenge.
- Partner with mental health initiatives – align your gym with campaigns that promote male wellbeing.
- Celebrate International Men’s Day – run open sessions, workshops, or campaigns that celebrate men’s health in all its forms.
EGYM Hussle helps gym owners build inclusive, accessible communities by connecting you to new audiences through our corporate and private healthcare partnerships.
Ready to attract more members and make your gym part of a national movement for inclusivity?
Get in touch with our team to learn more about the benefits of joining the EGYM Hussle network.
