There is a massive “follow-me” trend in the fitness industry to glorify exercise as an all-out war on the body. I call it the “capitalism” of fitness and health—all the military-style boot camps, Latin dance-inspired workouts, ridiculously intense pseudo workout routines, and general glorification of pain, sweat and vomit. Various boutique fitness studios and gyms are cashing in on massive hyped-up fitness programmes sold to the masses. These programmes are devised by influential “experts” from overseas and delivered to the local market via partnerships. These …