Gold's Gym has a "humorous" new ad campaign called "Say No To Cankles." Despite the fact that, as every health and fitness expert knows, spot reduction is a myth. Still, on the gym's microsite, there is text which reads:
Cankles are the fastest growing "aesthetic affliction" in the United States… even ahead of other bathing suit killers like Muffin Tops, Saddle Bags and Moobs. Millions of people across the country are currently affected by Cankles and millions more are "at risk." In fact, it is estimated that if current trends continue, by the year 2012 Cankles will surpass Love Handles as the number one aesthetic affliction in the world.
Gold's Gym has created saynotocankles.com to raise awareness for this growing epidemic and provide information and resources for those affected. If you or a loved one is suffering Cankles…we are here to provide the support you need.
This is supposed to be hilarious.
Listen, no one disputes that that obesity is an epidemic and that exercise is good. But what point is there in mocking someone's "aesthetic affliction"? What if you're big-boned? Should you shave down your fibula?
Luckily, Gold's Gym talks to Corry Matthews, "a Virginia-based trainer and member of Gold's Gym Fitness Institute." (Not a doctor.) He says: "Even if you're in great shape, fatty deposits around the ankles are difficult to shrink."
Great. So what's the point again?
Gold's Gym Addresses 'Cankles' [BusinessWeek]
Related: SayNoToCankles.com [Official Site]