Our Instagram feeds are constantly littered with images of buff, tanned women flexing for the camera.
The #fitspo movement has well and truly arrived, along with millions of women who love to push their bodies to their limits and compete in bikini competitions.
One of those competitors, Colorado woman Julie, is shedding some light on just how much work and sacrifice goes into those bodies, reported news.com.au.
She used to compete in bikini competitions in 2014 and says that kind of effort is not sustainable all year round.
"I was almost in the single digits for body fat percentage (not healthy), constantly cold, always thinking about my next meal because I was in a deep caloric deficit and couldn't miss a gym session," she wrote in an Instagram post which has been viewed more than 1.5 million times.