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

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...