The maternity fitness industry is a boon for women’s health that’s also a fat-phobic, capitalist minefield.

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Maternal fitness is having its moment.

Wellness and prevention are huge right now, especially since the pandemic, says Hoover.

woman sweating in the gym

chief physical therapist at P.volve

People are taking their health more seriously and doing their own research to better themselves.

This means they are looking to be more active in every phase of life, including pregnancy.

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Moreover, exercise is shown to begood for your mental health, which many people struggle withduringandafterpregnancy.

Full body female athlete in sportswear using rowing machine during fitness workout in gym.

Its empowering, Dr. Schrank says.

It makes women feel less alienated from their bodies.

As a culture, we have so much ambivalence around the maternal body, Dr. Schrank says.

Happy woman dancing and listening to music near a green empty wall outdoor in the city.

chief physical therapist at P.volve

Capitalism loves ambivalence, because you might always sell things to people when theyre anxious.

And so exercise then becomes this way of mediating those things and thats not so great either.

Like maybe its okay to like, just rest and eat Doritos.

Healthy female training in the gym, performing a hip thrust.

Like, maybe thats okay.

Could maternal exercise programs be adding yet another fat-phobic should to a biological process alreadywrought with dos and donts?

Dr. Zanotti doesnt think this is the case, because of how important exercise is for a healthy pregnancy.

A young black woman doing post-run stretches in the park on the road amidst green grass and trees.

Clearly, companies are making these pregnancy programs because they have the potential to acquire new customers.

Its endless, how much stuff can be sold.

And some of whats being sold can feel a little fishy.

Though trainer certification organizations offer pre- and postnatal certificationswhich trainers pay hundreds of dollars to add to their credentialsDr.

Zanotti notes that there is no official licensing for pregnancy trainers.

This means advertising that highlights trainers with these credentials is little more than marketing.

Moreover, it isnt a clear sign of true medical oversight, like input from an OB/GYN.

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