Some Sociological remarks on the Fitness Industry and the Fitness Culture

Abstract

During the last few years, the fitness culture is becoming gradually more globalized, and such a trend involves sport, physical activity, and wellness areas. The globalization of fitness culture also reflects the prosperity of the fitness industry, today a global business of multibillion dollars. This article discusses the reasons that have led to the transformation of fitness culture in a global movement. The relationship between the processes of globalization and the fitness culture is addressed under the sociological perspective. The metaphor of “McDonaldization” of society partly explains the homogenization and standardization of cultural ideals, bodies representation, and conceptions of wellness and health.