Quoted in ADLAND.tv, Merrie Harris, global business director at JWT, said that after being informed that it could not use the word vagina in advertising by three broadcast networks, it shot ["Reality Check"] with the actress instead saying “down there,” which was rejected by two of the three networks.

(Both Ms. Harris and representatives from the brand declined to specify the networks.)

“It’s very funny because the whole spot is about censorship,” Ms. Harris said. “The whole category has been very euphemistic, or paternalistic even, and we’re saying, enough with the euphemisms, and get over it. Tampon is not a dirty word, and neither is vagina.”

Ironically, the ad incorporates amusing but aesthetically and culturally dated archival Kotex TV ad footage, further evidence that “Kimberly-Clark’s Kotex brand is hoping to break down the stigmas and embarrassment surrounding feminine care products,” according to mediapost.com.

“Body Language delivers important messages in bullet fashion. It’s hard to keep people’s attention these days and the concept Springmann came up with is a great one. People really listen, too, as I get calls all the time. That’s really neat!”

Ernie Bodai, MD, Kaiser Permanente
Creator, Breast Cancer Research Stamp
Sacramento, CA

In 2000, fitness experts predicted that the high-impact aerobics classes and Jane Fonda tapes would be replaced by more balanced workouts about connecting the mind and the body. Spinning classes, kickboxing, and group strength training (called “BodyPump”) took the lead on the intensity side and Pilates, yoga, and tai chi gained popularity in the mind/body camp.

Looking back over those 10 years, those fitness prognosticators were dead-on. In fact, by the end of the decade, many of these activities morphed into some interesting combinations and trends.

Through telephone conversations with both Jessica Matthews, Continuing Education Coordinator for the American Council on Exercise (ACE), and Denver’s John Gillingham, a Denver fitness fixture (who is still teaching outdoor classes through the Colorado Athletic club at the DTC), for 53 of his 81 years, we can both analyze what has changed and have a nice peek at what to expect in the coming decade.

GROUP FITNESS

“I taught the first ever co-ed aerobic class in the USA in 1962,” remembers John Gillingham. “We drew a curtain across the gym at the Downtown Denver YMCA to separate the men and the women, another woman played the piano, and we did basic calisthenics.” For decades, group fitness tended to favor the large aerobics classes—high/low impact aerobics, step, Jazzercise ®, and kickboxing—that primarily served and catered to women.

Currently there has been something of a return to that but with some dynamic shifts.

According to Matthews, group fitness is seeing–and will continue to see–these four trends:

- FUSION
Classes such as Pilates/yoga and spinning/yoga are popping up everywhere. “For people who are new to these activities, they present a good way to try out two different genres in one class,” explains Matthews, “and for those who are experienced, they have the opportunity to get more variety in a one-hour class.”

-MIND/BODY
“This trend began 10 years ago with a few classes a week to an abundance of Pilates, yoga, and tai chi classes in the club and recreation center schedules.”

-DANCE
The TV shows “Dancing with the Stars,” and “So You Think You Can Dance,” along with “exergaming” via Wii programs like “Dance, Dance Revolution,” kicked off an interest that gave rise to Nia, Zumba, HipHop, Samba and Rumba, and even old-style Fox Trot classes. “This trend towards more creative and expressive dance based classes is likely to continue,” predicts Matthews.

-SPORT CONDITIONING/HIGH-INTENSITY
Drill and circuit classes with more plyometric (explosive) activities are examples of things old that are new again, according to Gillingham, who in 1956 developed an exercise program that he named “variety training,’ later renamed “circuit training.”

The sports conditioning/”boot camp” genres—adapted from the earlier circuit-training model– became very popular again a few years ago and are likely to continue. “These kinds of classes attract both men and women and tend to appeal to those who enjoy a more competitive, intense, and ramped up atmosphere,” says Matthews. “But these kinds of classes are not appropriate for everyone so know your limitations and choose wisely.”

CARDIOVASCULAR TRAINING

A decade ago, research on the relationship between output and fuel sources from the body (fat and/or glucose) was misconstrued, leading people and many manufacturers of exercise equipment to believe that low intensity training utilized more fat. “While it is true that a higher proportion of calories burned during low-intensity exercise comes from fat,” explains Matthews, “high intensity exercise still ultimately burns more calories from fat.”

The emphasis on the so-called “fat-burning zone” is a thing of the past and people are now starting to embrace interval training. “This time-efficient method of training, when you fluctuate between high and low output, effectively challenges the cardiovascular system.”

What is relatively new is the way we individually calibrate how hard we are working.

“Although percentage of maximum heart and heart rate reserve are widely used and accepted approaches for monitoring exercise intensity and are supported by current guidelines, emerging research is looking at what is called the “ventilatory threshold (VT).”

Research has found that at the point in your cardiovascular workout where you are no longer able to speak comfortably corresponds with the level where the body is switching fuel sources. Ultimately this encourages the body to adapt accordingly, making the body more efficient at burning fat on a daily basis. “This point is known as VT1 and can be gauged with a simple talk-test, which is easy and safe to administer,” she explains. The next marker is known as VT2, the point where high intensity exercise can no longer be sustained—think running from a cheetah on the Serengeti.

By using this method more people will be able to easily assess how hard they need to work in order to get the results for which they are training.

STRENGTH TRAINING

Ten years ago, women started to make some headway into the strength-training domain but most still carried the fear of becoming too muscular. This tended to keep them out of the weight room and stuck on machines. If weights were used, they were too light to really have much effect on muscle or bone.

Research into the positive effects of strength training on bones and the appealing metabolic benefits of muscle on body composition has ameliorated those fears to a large degree. (That, and Michelle Obama’s arms.) Women in particular are finally getting the message that their muscles require an appropriate load in order to get any benefit. In addition, the aesthetic appeal of good muscle tone and shape has gotten more women into strength training.

The current focus away from machines and into what is known as “functional training,” means getting back to the basic life-moves of pushing, pulling, squatting, twisting, and lunging. But, the muscles need to be loaded realistically in order to live life safely and independently. Because research shows that the more muscle you have the healthier and leaner you tend to be, the emphasis on strength training in general is going to continue.

Body weight exercising is also among the new trends, particularly with training tools such as TRX. After all, body weight exercising (pushups and stair-climbing are examples) can be done anywhere and is both inexpensive and practical.

FLEXIBILITY

Within the last ten years, the research about the ineffectiveness of static stretching before a workout filtered down to the fitness centers. Today and for the future dynamic warm-ups that are full body and that take the joints through full ranges of motion will prevail. Static stretching, where you hold stretches for specific muscles for a designated amount of time, has great benefit at the end of a workout.

BALANCE

Ten years ago, balance exercises and the use of balance equipment was just entering the fitness regimen. Today—thanks to the Boomers and seniors—maintaining and improving balance is de rigueur. “Boomers are taking ownership of their own fitness,” says Matthews, And seniors no longer accept that you lose your ability to maintain good balance just because of aging.”

Stability Balls were the hottest item 10 years ago and remain important today. But the BOSU Balance Trainer has taken a dominant place in most fitness facilities and shows no sign of disappearing.

DIET

Ten years ago, the diet rage shifted from “low-fat” to “low carb.” Diet fads never seem to die, they just get reinvented. The grapefruit-only/cabbage-soup/cookie/ blood-type/hair-color/horoscope-based “advice” will always be promulgated in one form or another by assorted mountebanks and celebrity “experts.”

The future is looking better, however, for good sense and balance in our food choices. “Portion control has become the focus instead of low this or no that,” says Matthews. “The new food pyramid from the USDA added an exercise component to the old pyramid.” Also, food quality and the focus on locally grown food is sharpening.

FITNESS INDUSTRY PROFESSIONALS

In the 1980’s the personal trainers were easy to spot. They were the huge muscle-bound guys who were competitive bodybuilders or football players. Today personal trainers are certified and often carry numerous accreditations. This is because personal training is no longer the exclusive purview of celebrities and the super rich. Today an informed public knows that in order to learn how to use their time wisely, get results, and exercise safely, some sessions with a certified trainer are practical investments.

Physicians often refer patients to trainers because the medical community is coming around to the idea that prevention is both cheaper and better for the person. Today trainers even specialize in specific population groups; state-by-state licensing is on the horizon.

KUDOS AND CAUTIONS

In John Gillingham’s opinion, one of the biggest changes he has witnessed is the rise of quality Recreation Centers. “The counties have stepped up and built some incredible fitness centers that offer programs inexpensively to the whole community,” he observed. This commitment by local communities to the health of their citizens has brought quality fitness experiences and information to a much wider population. “Apart from this phenomenal rise in quality Recreation Centers, we need to focus much more on fitness programs for our youth, programs that go beyond the usual team sports like basketball and football,” recommends Gillingham.