Glocalised fitness: the franchising of a physical movement, fitness professionalism and gender

Abstract

The focus of this study is on the development of a globalised and localised gym and fitness culture. The article takes its point of departure from three distinct levels. These are (1) organisational aspects of the culture, (2) fitness professionals' individual trajectories, and (3) national variations and gender regimes. The findings indicate that fitness professionalism is emerging as an uncertain profession. On the one hand there are international accreditation systems that aim to ensure the status of these professionals. On the other hand, there are simultaneous tendencies towards devaluation of the status of fitness professionals, on a global level. Partly, this can be related to the standardisation of training programmes, as well as the connectedness between the service industry and feminised gender regimes. In conclusion, the globalisation of fitness is a highly gendered process, involving national body ideals and cultural variations in how fitness professionals are valued and perceived locally. ARTICLE HISTORY

Negotiating female fitness doping: gender, identity and transgressions

“…The feeling of being misunderstood and gazed at is quite common among the women interviewed. Whereas the fitness-doping men and their muscles are understood as being somewhat in sync with idealized notions of muscular masculinities, there are no obvious cultural alliances between femininity and muscles (cf., Jong and Drummond 2016; Washington and Economides 2016; Andreasson and Johansson 2018a). This kind of narrative also resonates well with research on female athletes, and how they are socially excluded or framed within polarized gender configurations and discourses of emphasized femininities (Malcolm 2000;Bolin and Granskog 2003;Jong 2017).…”

Motives and barriers to initiation and sustained exercise adherence in a fitness club setting—A one‐year follow‐up study

“…Another explanation that the participants in our study had high scores on the motives positive health, increase in physical fitness, and mobility may be that individuals motivated by external outcomes join a fitness club because it appears to be an activity setting that fits their goals. 25 Several studies among fitness club members 20,22,24 and the general population 30,39 demonstrate that lack of time and motivation are the most common barriers that inhibit exercise adherence. This is in line with our findings, where priority (lack of time/energy or valuing other leisure-time activities) was perceived as the most important barrier.…”

“…17,19,20,23 In the fitness club industry, exercise has often been promoted in relation to external outcomes, such as appearance. 25 However, the fitness club industry has evolved substantially over the last decade. 25 To make gym culture more accessible to everyone, fitness clubs have shifted toward a more body-positive, health-related focus.…”

“…25 However, the fitness club industry has evolved substantially over the last decade. 25 To make gym culture more accessible to everyone, fitness clubs have shifted toward a more body-positive, health-related focus. 25 To date, the "typical fitness club" offers exercise options that should make you feel good, instead of "looking good."…”

“…25 To make gym culture more accessible to everyone, fitness clubs have shifted toward a more body-positive, health-related focus. 25 To date, the "typical fitness club" offers exercise options that should make you feel good, instead of "looking good." However, we do not know whether this shift also has influenced the motives of those who choose to join a gym, especially new recreational exercisers.…”