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21: The Secret Language of Cult Brands

Unseen Unknown

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The Origins of the Modern Fitness Industry

The dawn of cultish new religions in the US, which is around the 70s, really corresponds to the dawn of women exercising in general. For a very long time, women were not encouraged to exercise in the United States. And yoga studios were the first places where the idea that your spiritual fitness and your physical fitness were connected. By the 21st century, all kinds of what are known as cult fitness studios took that concept and ran with it.

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