I don't see the problem. Maybe the adverts are aimed at women like me. I was brought up to believe that fat people couldn't do/wear things that slim people could. Big bums don't belong in trousers or on bikes.
Then there was school PE teachers. One, who referred to herself as The Witch, used to humiliate me every lesson for being fat. One of the things she used to say was that I sweated more than normal girls and it was disgusting ergo I was disgusting. She would also push me until I was beyond breathless and actually suffering then tell me again that it was all my fault for being fat.
So I spent my adult life trying to hide the shame of my fatness and avoiding anything that would make me breathless or break out in a sweat. I knew I should exercise but I just couldn't because exercise was only for slim people who looked good in lycra or swimming costumes and didn't sweat.
DH convinced me that I could wear trousers and exercise. The first few times I tried not to sweat (not easy lol) and he couldn't understand what was wrong. Finally I told him about the PE teacher. He totally understood and we took it gently as he gradually persuaded me that sweating is a sign that your body is working. He was one of those kids I envied so much at school. The one who was really good at sport and never picked on by the PE teacher. He went on to be a PTI in the army. I doubt he was a gentle when training the squaddies as he is with me
all the 'girls' are under 40! I would have liked a view of 'older' women doing exercise such as a brisk walk, gardening, yoga, maybe even golf - but then I suppose gentle exercise by oldies is not sport
He is, janerowena. He knows my self esteem was very damaged in childhood and adulthood. I need to change but rather than nagging me he gently encourages. He knows I can't deal with criticism, either real or perceived, so he walks on eggshells but never gets cross or frustrated with me lol.