During times of security instability, fitness culture becomes a survival tool, both mentally and physically. In Israel, where wars and military conflicts are an inseparable part of reality, physical activity is not merely a means to maintain health but an anchor that helps individuals cope with stress and anxiety. Past wars and the experience of dealing with them have shaped the way Israelis perceive fitness – not only as a method for improving combat readiness but also as a tool for maintaining personal and social resilience.

During the Cold War, the emphasis on physical fitness was an essential part of the ideological struggle between the United States and the Soviet Union. US president John F. Kennedy called on citizens to take care of their physical fitness as a way to “strengthen the nation” and “demonstrate superiority” over the Soviet bloc. Kennedy even published an article in Sports Illustrated, where he said that Americans had become “soft” and that there was a need to improve physical fitness to maintain US superiority in the world. This phenomenon led to a new wave of physical activities such as running, aerobic exercise, and the development of the modern fitness industry, which became a part of American popular culture and later spread worldwide. The Cold War transformed fitness into an ideological battleground, where sports and physical activity were used as tools to demonstrate power and national dominance. At the same time, in the Soviet Union physical fitness was viewed as a way to showcase communism’s superiority and present the USSR as a model for a strong and united society.

Over the years, it has become evident how global emergencies, such as those in Israel, have led to significant changes in the fitness and health habits of citizens. From major wars to military operations in recent decades, trends in the fitness market have evolved in accordance with the times. In the complex reality of wartime, when anxiety, uncertainty, and daily stress become an integral part of Israeli life, fitness centers and group workout classes have become a significant refuge for many. Physical activity is not only a way to maintain physical health but also a crucial tool for preserving mental well-being. In situations where overwhelming headlines and security tensions weigh heavily on the public’s sense of calm, fitness provides an island of sanity – a space where individuals can disconnect from the outside world and focus on themselves.

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