Visit a typical gym and you will encounter a highly standardised notion of what the human body should look like and how much it should weigh. This strictly controlled body ideal is spread across the world by large actors in the fitness industry.
A new study explores how the fitness industry in many ways resembles that of fast food. One of the authors is from the University of Gothenburg.
McDonaldisation of the gym culture is the theme of an article published in Sports, Education and Society, where Thomas Johansson, professor at the University of Gothenburg, together with Jesper Andreasson, senior lecturer at the Linnaeus University, have explored the development of the modern fitness concept. The study is partly based on interviews with personal trainers and group fitness instructors.
14 000 gyms across the world
With the example of the company Les Mills, established in New Zealand in the 1960s, the authors describe the emergence of a strictly regulated and globalised culture in the field of group fitness training. Les Mills – a giant in the fitness industry – operates based on a franchise model where permission to use the company’s programmes is sold across the whole world. Today, over 14 000 gym offer a Les Mills programme. The company is represented in over 80 countries, including Sweden, and caters to over four million fitness class participants every week.
Strictly regulated movements
‘Les Mills implies a standardised set of techniques that look basically the same in all forms of group fitness training. It’s really a business empire built around group fitness,’ says Johansson.
The concept consists of the company’s head trainer presenting strictly regulated movements, including which music should be played while they are performed. The instructions are updated every three months and then spread throughout the whole chain of certified Les Mills instructors. As a result, local instructors have a very marginal influence over the fitness classes they lead.
Limits utilisation of competence
‘This of course limits the individual instructors’ chances of tapping into their full competence, as they have no way of changing the movements, music or the way they give instructions. Their abilities are not fully utilised since they have to adhere so strictly to a pre-designed terminology and choreography. At the same time, individual gyms often promote the whole thing as a quality index,’ says Jesper Andreasson.
This summer, the authors will publish a book titled The Global Gym. Gender, Health and Pedagogies (Palgrave Macmillan).
Read the article Doing for Group Exercise What McDonald's Did for Hamburgers: Les Mills and the Fitness Professional as Global Traveler in Sports, Education and Society - http://www.tandfonline.com/doi/abs/10.1080/13573322.2014.885432#.U1ZslyTJ4Xy
For more information:
Thomas Johansson, Department of Education, Communication and Learning, University of Gothenburg, firstname.lastname@example.org, +46 (0)31 786 2003
Jesper Andreasson, Department of Sport Science, Linnaeus University, email@example.com, +46 (0)702 585678
Torsten Arpi | idw - Informationsdienst Wissenschaft
New evidence: How amino acid cysteine combats Huntington's disease
27.07.2016 | Johns Hopkins Medicine
Cord blood outperforms matched, unrelated donor in bone marrow transplant
27.07.2016 | University of Colorado Anschutz Medical Campus
Transparent electronics devices are present in today’s thin film displays, solar cells, and touchscreens. The future will bring flexible versions of such devices. Their production requires printable materials that are transparent and remain highly conductive even when deformed. Researchers at INM – Leibniz Institute for New Materials have combined a new self-assembling nano ink with an imprint process to create flexible conductive grids with a resolution below one micrometer.
To print the grids, an ink of gold nanowires is applied to a substrate. A structured stamp is pressed on the substrate and forces the ink into a pattern. “The...
A new Fraunhofer MEVIS method conveys medical interrelationships quickly and intuitively with innovative visualization technology
On the monitor, a brain spins slowly and can be examined from every angle. Suddenly, some sections start glowing, first on the side and then the entire back of...
Researchers at the U.S. Department of Energy's (DOE) Ames Laboratory have discovered an unusual property of purple bronze that may point to new ways to achieve high temperature superconductivity.
While studying purple bronze, a molybdenum oxide, researchers discovered an unconventional charge density wave on its surface.
Munich Physicists have developed a novel electron microscope that can visualize electromagnetic fields oscillating at frequencies of billions of cycles per second.
Temporally varying electromagnetic fields are the driving force behind the whole of electronics. Their polarities can change at mind-bogglingly fast rates, and...
Breakup of continents with two speed: Continents initially stretch very slowly along the future splitting zone, but then move apart very quickly before the onset of rupture. The final speed can be up to 20 times faster than in the first, slow extension phase.phases
Present-day continents were shaped hundreds of millions of years ago as the supercontinent Pangaea broke apart. Derived from Pangaea’s main fragments Gondwana...
15.07.2016 | Event News
15.07.2016 | Event News
11.07.2016 | Event News
28.07.2016 | Information Technology
28.07.2016 | Materials Sciences
28.07.2016 | Earth Sciences