You're quite right: it's really caught up in the sports culture. So it's the whole culture that needs to change, looking at what we idealize and who we set up as role models.
That's why, in my talk, I talked a lot about the importance of scientific knowledge. The science shows us that, contrary to what you might think, it's not the coaches or the behaviours we're seeing now that are most successful in the long run. So we need to make the science available and get it out to people to train and inform them. That's how a culture change can happen.