Research suggests that exposure to #fitspiration content can result in increased body dissatisfaction. Employing a data-driven approach, the present study examines the nature of images and text contained within #fitspiration posts on social media. First, a content analysis of images labelled as #fitspiration on popular site Instagram (N = 1,000) was performed.People featured in 52% of images, of which nearly 90% of individuals were coded as having low body fat and 55% were coded as muscular. Individuals were typically presented in sexually objectified ways, which varied as a function of gender. Second, a thematic analysis of text from the same set of images (N = 400) was conducted to identify common themes and underlying meaning embedded within the messages. Six themes were developed: (1)