This article examines how the confluence of sports and masculinity articulates with modern capitalism in shaping subjectivities crucial to performing in the hypercompetitive corporate world. We explore how Tough Mudder, as part of a larger matrix of power relations, provides a site that allows participants to gain rhetorical proof of their ''fitness'' within that world. Furthermore, our purpose is to demonstrate how the logic of neoliberal capitalism is reflected within Tough Mudder challenges that culminate in an embodied performance of discipline toward that logic. We also argue that these challenges act as ''functional sites'' that are specifically produced and mobilized for the training of individuals' minds and bodies to align them with the values of a dominant political and economic order.

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The purpose of this article is to analyse what is described as the non-aesthetic within the discourse and consumption of sports, which emphasizes the entrepreneurial logic of its management culture. In particular, I address the growing importance of analytics in sports as well as the growth of sports gambling and daily fantasy sports, which are simulated forms of the non-aesthetic, and how each of these embodies the philosophy of neo-liberalism and its entrepreneurial ethos. These are contrasted with the sports as an aesthetic activity relying upon the writings of ) to illustrate that, while analytics, sports gambling and daily fantasy sports can contribute towards the marketing potential of sports, particularly among younger demographics, these shifts come at the sacrifice of sports as a source of important cultural meaning.

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