The Menopause Marketing Madness (and Why Muscle is the Real Magic)

Jessica Bento, Physical Therapist (Don’t Miss 25% Off Our Fat Loss 6-week CEU Masterclass HERE)

I turned 46 this year, and suddenly my phone is convinced I’m two hot flashes away from total hormonal meltdown.

It’s like one day I was scrolling through dog memes and air fryer recipes, and the next, boom, every other ad is screaming, “PERIMENOPAUSE IS HERE! GAIN 20 POUNDS OVERNIGHT! SAVE YOURSELF. BUY THIS GUMMY!”

The health and wellness industry is making A LOT of money telling women we are somehow “broken”.

Seriously, if I see one more pastel-labeled supplement promising to “reset my metabolism” or “balance my hormones naturally,” I might just chuck my phone out the window.

Now, full disclosure: I’m a physical therapist. I spend my days talking to real women (with real bodies) about movement, strength, pain, and yes sometimes hormones. And trust me, the fear-based marketing out there right now? It’s doing us all a disservice.

And here’s the kicker: the menopause industry in the U.S. is now worth a whopping $18 billion. That’s a billion, with a “B.” Turns out, fear of hormone changes is very, very profitable. There are companies out here selling everything from rejuvenation lasers to “bloat-banishing” powders—and women are buying, because the message we’re constantly fed is: you’re falling apart, and only this product can save you.

Let’s talk about the elephant in the room (or, more accurately, the “menopause belly” that the internet seems to think we all wake up with at 45). Is weight gain during perimenopause and menopause inevitable?

Spoiler alert: No.
Longer spoiler alert: It’s complicated.

The Real Story (Not Sponsored by Gummies)

Yes, our hormones start to shift in our 40s. Estrogen declines, progesterone plays hide-and-seek, and our sleep and mood can get a bit… wobbly. These changes can influence body composition. But the narrative that “you will gain 15 pounds overnight and there’s nothing you can do about it” is not only false, it’s harmful.

What’s actually happening is far more nuanced:

• Muscle mass naturally declines with age—especially after 30. This means if you’re not actively doing something to maintain or build muscle, your metabolism may slow down over time. Not because of menopause. Because of muscle loss. Finding exercise you can be consistent with is key as is making sure we can make some form of strength training part of our program is key.
• Lifestyle shifts sneak up on us. We get busy. We sit more. We sleep less. We stress-eat while doom-scrolling. All of this adds up. Learning to become more focused on strategies that can help encourage good sleep hygiene is key. This doesn’t mean making yourself crazy, but slowly implementing strategies that mean not staying up late and instead getting into a good routine.
• Hormones do play a role, but they’re only one piece of the puzzle. A piece, not the whole dang jigsaw. The only person you really should be discussing your hormones with is a qualified medical professional. They can monitor you safely, help with potential side effects, and work with different options that end up working for you specifically.

The Real Threat? The Couch, Not the Ovaries.

What really frustrates me is that all this doom-and-gloom marketing misses the point. It keeps women focused on shrinking, detoxing, and suppressing when what we actually need is to lift, fuel, and thrive.

I keep telling my friends this, even as they toss $49.99 menopause gummies into their Amazon carts like they’re the Holy Grail. (Spoiler: most of those gummies are just glorified fruit snacks with some herbs and a sprinkle of hope.)

Look, I’m not knocking supplements entirely. There are times when magnesium and vitamin D  might help. But the way they’re marketed as magic bullets for weight loss or energy or youth? It’s giving snake oil salesman vibes in 2025.

Here’s the science-backed, PT-approved advice I give my clients (and my besties, even though they never listen):

1. Muscle is Metabolic Gold

If you take nothing else from this rant-blog hybrid, let it be this: muscle is your menopause superpower.

More muscle = higher resting metabolism = better blood sugar regulation = better bone health = fewer injuries.

You don’t have to become a powerlifter. But you do need to resistance train 2-3 times a week, consistently, with enough intensity to challenge your muscles. Pilates and walking are great, but it might be time to add in some more resistance training if you are not already doing so.

People THINK that weight training is the only way to work on building muscle. While it is highly effective don’t discount other forms of exercise that also have been shown to improve muscle. Finding exercise you enjoy is going to be key in building a habit and consistency.

Here is a follow along workout you can do as a total body workout

2. Eat Enough—Especially Protein

One of the biggest mistakes women make in their 40s and 50s is eating less to fight weight gain. Ironically, this can backfire and cause more muscle loss and metabolic slowdown. I see it all too often, the majority of my friends tend to skip breakfast and it’s not because they’re not hungry it’s because they think , hey, that’s one meal worth of calories I don’t need to worry about. Yes, this is a true story.

You need protein, about 25–30g per meal to maintain muscle. You need carbs to fuel workouts and brain function. You need fats to support hormones.

This isn’t the time to shrink into a smaller version of yourself. It’s time to fuel your body like you love it and want it to last another 50 years.

3. Sleep, Stress, and the Stuff We Don’t Want to Talk About

Yes, cortisol plays a role. Chronic stress and poor sleep can influence weight, cravings, and inflammation. But the answer isn’t in a tea detox. It’s in boundaries, better sleep hygiene, walks outside and saying no to things.

(And maybe hiding your phone when it tries to sell you menopause belly gummies  root for the 12th time.)

Renowned psychology research, Angela Duckworth explains it well…

“But the science says: change your situation, not just your mindset. It’s not about pushing harder — it’s about shaping the situations that shape you. That’s what mindfulness looks like in the digital age. This idea, known as situation modification, is one of the most powerful tools we have for sustainable behavior change. Whether it’s putting your phone in another room, building routines that support your goals, or reimagining your environment, small shifts can lead to lasting transformation.”

 

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A post shared by Angela Duckworth (@angelalduckworth)

 Don’t Let Fear Sell You Stuff

I get it. Change is uncomfortable. Our bodies are shifting, and we want to feel in control. But don’t let fear-mongering ads convince you that you’re broken or doomed. You’re not.

You don’t need a detox. You need muscle.
You don’t need magic pills. You need movement and nourishment.
You don’t need to disappear. You need to take up space stronger, re-evaluate your goals, boundaries, and strive to achieve things that are meaningful to you now that could be different than they were before.

And if you still want to buy the gummies? Go for it. Just don’t expect them to replace your workout program. As Josh will love me to remind you of the great philosopher Yoda, “fear is the path to the dark side” and these companies aren’t trying to make you a Jedi;)

Learn more about honest approaches to fat loss, a deep dive into the surprising science, and an in-depth discussion on menopause and other topics related to fat loss at our NEW 6-week CEU online Fat Loss Masterclass. Use coupon code “coach25” for 25% off this week only HERE