Branded fitness: Exercise and promotional culture. (November 2017)

• Record Type: Journal Article
• Authors: Powers, Devon; Greenwell, DM
• Is Part Of: Journal of consumer culture. Volume 17:Number 3(2017)
• Page Start: 523
• Page End: 541
• Publication Date: 2017-11
• Subjects: Branding -- exercise -- fitness -- promotional culture -- consumer culture -- CrossFit -- Bikram; Consumption (Economics) -- Social aspects -- Periodicals; Consumers -- Periodicals; 339.47
• DOI: 10.1177/1469540515623606
• Languages: English
• ISSNs: 1469-5405

Abstract

This article develops a theory of branded fitness within the United States through a focus on two of its most visible examples: CrossFit and Bikram yoga. We argue that highly successful forms of branded fitness such as these give insight into the enormous power and permeation of branded sensibilities into everyday life – in this case, going so far as to inform how we relate to, and attempt to modify, our own bodies. However, we argue that a close examination of branded fitness likewise reveals the inconsistencies, trouble spots, and extraordinary limits of the brand as a way to build a fitness movement – which we contend is instructive in thinking about how branding more generally relates to mediation, community, and cultural commodification.