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Gender-Bending Fitness Editorials

This Issue of Men’s Fitness Australia Features Ronda Rousey

— October 11, 2015 — Lifestyle
The November issue of Men’s Fitness Australia features female UFC athlete Ronda Rousey. This particular shoot is a monumental moment for gender equality and female empowerment because it is the first time that a woman has ever been on the cover of Men’s Fitness Australia.

The cover shows the fierce female fighter with a stern look on her face and she is dressed as though she's ready to hop in the ring. The cover reads “how Ronda Rousey will make you tougher.” The cover is an honorable tribute to the athlete's years of hard work and dedication -- Rousey has achieved a successful career and hold the current Women's Bantamweight Champion title.

Other male fitness magazines have featured covers with the likes of Carmen Electra and Stacey Keibler, but this is a first for the Australia-based medium.
Trend Themes
1. Empowering Women in Fitness Industry - There is a disruptive opportunity for fitness brands to prioritize female athleticism and highlight their achievements by featuring them on magazine covers.
2. Diversifying the Audience of Fitness Magazines - An opportunity exists for fitness magazines to expand their audience by featuring athletes from underrepresented groups and using diverse models for their editorial campaigns.
3. Breaking Gender Stereotypes in Fitness Industry - There is a trend towards acknowledging that both males and females can be fierce competitors and athletes, and an opportunity exists for fitness brands to feature both on their covers.
Industry Implications
1. Health and Fitness Industry - Fitness magazines, gym equipment manufacturers, and athletic apparel brands have the potential to break gender stereotypes and promote gender equality in their marketing campaigns.
2. Sports Industry - By featuring female athletes on their covers, fitness magazines can help to shift the industry towards recognition for female athletes and promote their achievements.
3. Media and Publishing Industry - With the current trend of promoting diversity and gender equality, magazines and publishers can gain a competitive edge by featuring more underrepresented groups on their covers and in their editorial content.
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