Fitness guru Richard Simmons, who died at the age of 76, was authentic in a way that later influencers could only dream of.
few years, with the rise of the social-media marketing ecosystem, the word “authenticity” has been increasingly integrated into the pop culture consciousness. As used by brands in pitch meetings and slide decks, it’s an ineffable commodity possessed by a rarified few in the creator space who seem to start trends, rather than follow them.
It is generally agreed upon by anyone who is not compensated for working in the social media space that this is bullshit. As, true authenticity is “dangerous and expensive.” No one actually wants to hear what a FashionNova brand ambassador with 2.5 million followers thinks about the Biden administration’s Middle East policy. No one actually wants to see an middle-aged mother of four review a $500 under-eye cream that says it removes dark circles and doesn’t.
This is not an entirely fair assessment: Simmons was an activist and fitness entrepreneur who first became famous in the 1970s, when his Los Angeles gym Slimmons became a safe space for those who fell outside the Hollywood aesthetic norms. But it’s true that he’s probably better known for being an omnipresent pop culture presence than anything else. Richard Simmons wasn’t an actor or a model or a musician or an author or an athlete.
Richard Simmons wasn’t for the yuppies and strivers, people who wanted or were able to embody the taut-tummied, plasticine-reared Suzanne Somers aesthetic. It was for normies — working moms, fly-fishing dads, closeted 12-year-olds — who wanted to lose a few pounds but knew they had more important things to think about than how to get the perfect ass.
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