EVIDENCE OVER INFLUENCE

Unqualified fitness in󹀹uencers are shaping public health behaviours online. Jenny Patrickson, MD of Active IQ, says it’s time for the industry to champion professional voices and raise digital standards to ensure the voices of qualified fitness professionals aren’t drowned out

INFLUENCE EVIDENCE OVER

The fi tness industry has always prided itself on its commitment to evidence-based practice and professional standards, but in today’s digital age, that foundation is being challenged and undermined. On social media platforms, unqualified fi tness influencers now command audiences on levels that rival national campaigns from major brands. Much of the content shared is aspirational, but there is plenty that is misleading, unregulated and potentially harmful. While we might have once dismissed this as a marginal concern, it is now clear that misinformation in the fi tness space is shaping behaviours and perceptions and, in some cases, damaging both physical and mental health.

At Active IQ, we believe this is a pivotal moment for the industry to reflect and respond. As a leading awarding organisation, we work with thousands of qualified professionals across the sector who operate under strict codes of conduct, undergo rigorous training and are held accountable. Despite these standards, their voices are being drowned out at an alarming rate by influencers whose reach exceeds theirs.

The core issue is not the existence of fitness influencers; making fitness advice and workouts more accessible is something we champion at Active IQ. Data from our Skills Gap Report shows that 65% of fitness professionals view social media as having a positive impact, highlighting the potential of these platforms when used responsibly. The issue lies in the persuasive and unqualified information delivered to audiences without the resources or knowledge to assess its validity. When the public cannot distinguish between credible, qualified guidance and content designed for trends or clicks, the value of professional expertise quickly decreases. It also increases the risk of unsafe practices being normalised, from extreme dieting and overtraining to unregulated supplements. Alarmingly, our research also found that 65% of fitness professionals have witnessed their peers acting in ways they consider unprofessional or potentially dangerous, underscoring the need for better regulation and accountability.

The industry must work collaboratively to address this challenge, and a key part of this is raising digital standards, encouraging platforms to implement greater transparency around fitness credentials. Employers and operators have a vital role to play in championing professional credibility by amplifying the voices of qualified practitioners to ensure regulated information is reaching both their staff and members. It is also essential that we engage constructively with the influencer community. Amidst this surge in misinformation, there are many passionate creators with the good intentions of promoting healthy lifestyles. As an industry, we must ensure there are accessible pathways for them to gain the qualifications needed to share advice responsibly.

This is not about hindering innovation or dismissing the positive impact of social media; there is enormous potential in these platforms to support health and wellbeing. But as an industry, we cannot stand by while misinformation chips away at the standards we have spent decades building.

We must ensure the public can tell credible, qualified guidance from click-driven content, or risk normalising unsafe fitness practices