An exploration of 'fitspiration' content on YouTube and its impacts on consumers.

The 'Fitspiration' movement may endorse problematic body image and behaviour. This study aims to expand the understanding of 'fitspiration' by examining its presence on YouTube. Analysis was conducted in accordance with Tiggemann and Zaccardo and Santarossa et al. Thematic analysis of videos revealed three themes; 'Fitness and beauty', 'Trust me-I'm a YouTuber', and 'Health for the right reasons'. Thematic analysis of comments revealed themes 'YouTube fitness community', 'Body appearance dissatisfaction', and 'YouTuber fitness role models'. Fitness YouTubers were found to promote unhealthy behaviours to achieve fitness, and commenters expressed belief in and replication of their advice.