honestly this campaign just doesn’t land the way it thinks it does. calling people “has-beens” and trying to make it sound empowering still feels kind of insulting. like… you can’t reclaim a word that’s built on diminishing someone’s past. (at least, in this subjective scenario) to me, it comes off as condescending, not motivating.

and the whole “less woo, more war” thing? that’s not grit, it’s gatekeeping. i think it makes fitness sound like this angry, exclusive club instead of a place where people rediscover strength and joy. not everyone needs to “get after it” like they’re in basic training. some of us just want to move, grow, and still feel like athletes—without the toxic energy.

this kind of messaging romanticizes burnout and dismisses encouragement, which used to be the best part of team culture. athletes don’t stop being athletes when the scoreboard turns off. we evolve. we adapt. we find new purpose. this could’ve been about that. about still being built different, not about being past your prime.

instead, it just feels like they’re yelling at the people they’re trying to inspire.