Blogilates is home to a large and diverse community of like-minded people interested in both health and fitness with a contemporary flare. However, there is an evident participatory profile that predominantly categorises a large sector of the Blogilates ‘POPster’ community. It is evident after analysing each platform of the Blogilates community that the majority of socially active community members appear to be female. Although male members can be found in various areas of the Blogilates social media platforms, the ones most socially active online appear to be the ‘trolls’ or ‘haters’, community members who enjoy commenting negative remarks on POPster posts and criticising the effectiveness of the Blogilates program itself.
The majority of Blogilates posts and videos, such as “Six minutes to a sexy little waist”, “Best workout for sexy, slim calves”, and “Quick burn booty and thighs workout”, are clearly aimed towards a predominantly female audience, utilising the word sexy and slim and arguably stereotyping the desires of women rather than men. Cassey’s use of colour and wording in her social media posts and advertising campaigns also allude to a specific target market, with the profuse amount of pink theming and colloquial ‘girl language’ increasing the interaction of women in a community setting. Koller states that “consumer goods targeted at a female market are suffused with pink, usually combined with rounded shapes and rather static perpendicular vectors,” (2008, p.395). This statement reaffirms the way in which colors can be used to include and exclude certain genders, in this case the way in which Cassey Ho is shaping her company to be targeted to a certain audience.
The POPster community is based predominantly around positive body image, appealing to a community of theoretically younger women who are portrayed in society to suffer more from body image issues. After analysing the various interactions between POPsters, it is clear that women of this mindset are more likely to join a community such as Blogilates, as it is a space they feel comfortable in knowing they will be encouraged and supported amongst similar, like-minded people.