THE HARMFUL EFFECTS OF (Not So) SUBTLE AGEISM IN THE FITNESS INDUSTRY (An Open Letter to Lululemon)

Let me just say, I love Lululemon. I have a picture on the wall of my Pilates studio that features me on the front of the LA Times Health section from 2003. And in the photo, I am wearing some…yes…Lululemon. So, I’ve been wearing your apparel for at least 20 years. That’s why I was surprised with the process of signing up for the Sweat Collective. I’m used to the good old days (and remember the word “old”) when I just flashed my business card at checkout and reaped all the wonderful benefits your company offers fitness professionals, but alas, different times, different processes.

It was simple enough to go to the verification website (SheerID), provide them with the appropriate documentation, and hit the apply button. But, my application was kicked back because one of my documents was expired or “too old.” Come to find out they don’t accept any certification older than 10 years.

Well, Pilates certification never expires. Especially if you obtained it 20 years ago, when it took around 900 hours of study, practical testing, written tests - that included anatomy and kinesiology – student teaching, etc., etc., etc. It became possible, certainly within the last 10 years, to get certified by taking an online weekend class.

Now, when I made an inquiry with a real person who works for SheerID, she kindly reminded me that somewhere in the application it was specified that they only accept certifications that were obtained within the last 10 years. BUT because she checked out my website, she could tell I was legit and, therefore, she approved my application manually. So that was nice of her. She also apologized for the inconvenience. That was also nice of her.

This, my friends at Lululemon, is a problem. I understand that you are using a computerized process to verify people (some sort of algorithm?). And maybe a document older than 10 years is harder to verify (but is it?). But when I go to your website and when I was on hold on your Guest Services phone line, your company goes on and on about inclusivity…

I did not feel included.

By requiring someone to have a certification no older than 10 years, you are inadvertently excluding anyone over 30. I am 58. I have 20 years of experience as a fitness trainer, and my certification was “too old.” So, I felt “too old” to be in your collective.

Again, I understand you are using a computer system to verify. Maybe rather than saying you must have a certification less than 10 years old, you could say, “If your certification is more than 10 years old, please contact customer service.” Simple. Please be better. I have some of your yoga pants that are as old as my certification. Your product is exceptional. Be exceptional when it comes to combating ageism.

Thank you for your attention.

Bonnie Cahoon