Before and after photos have become the hallmark of the weight loss industry. They’re on the TV in commercials for slimming programmes and diet shakes. They’re on social media advertising the services of fitness professionals and miracle products. They’re telling a story and making a promise; this could be you.

Inevitably, the “after” pictures show a thinner and fitter person, and that person is usually smiling, proud and victorious. The photo is a celebration, like crossing the finish line of a race, it says – “I did it”.

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