In this article, I discuss the presence and power of guilt in health and fitness discourses, and argue that it is potentially damaging to its targets, however normalized it may have become. It is not that guilt has been excluded from sociocultural studies of exercise, fitness, and health ; rather, it has merely been lurking inside these general areas of concern and has not been purposefully isolated to be investigated on its own merit. Addressing this lull in the conversation, I (...) conducted research to ask what the sources of exercise related guilt in women’s lives are, how that guilt manifests, how it operates, and how women manage it. My arguments... (shrink)