“Look Great Naked!” “Sexy Legs Now!” “Score a Perfect 10 Body!” These invitations appear regularly on the covers of glossy fitness magazines, always beside a photograph of a too-perfect-not-to-be-airbrushed, generally scantily clad, young woman. Are they really invitations or are they imperatives? What should we make of the apparently presumed connection between fitness and sex? These are the questions that drive this article, in which we distinguish between fitness and sport and provide a feminist account of fitness to set the (...) stage for analysis of the conflict between norms of femininity and heteronormativity in sport and in the fitness industry. We examine the medicalization of fitness to show that women’s... (shrink)