In consumer society the body, one focus for a youthful consumption, is a symbol of identity, the ‘true presentation’ of who one really is. We have witnessed new images for elderly people, especially the Young-Old. This descriptive study focuses on the importance of youthfulness and fitness in different among Swedes in different ages. The empirical study among 1.250 Swedes in the age 20-85 show youthfulness and fitness as uni-age phenomena. More than 7 out of 10 report lower ‘subjective ages’ (Feel-Age, Ideal-Age and Look-Age) than their chronological age. Fitness activities and slenderness ideals seem to be important independent of age group. This could, on one hand, be interpreted as a changing life course with new, more ‘positive’ images of old age. On the other hand it could be interpreted as a new, more subtle form of ageism.