Framing Fitness

Part of the Consumption and Public Life book series (CUCO)


Inside the gym, clients find themselves in a relatively separated world of meanings, with its own interaction rules aimed at facilitating relatively stable and exclusive concentration on performing structured and prescribed physical activities. According to regulars, this is a quality of fitness gyms which is much appreciated: they think it crucial that these places “push” them to exercise even when they do not feel very motivated. Clients actively contribute to the training scene. Fitness is a lived culture wherein participants, providers and clients, co-produce the scene of consumption. Amy, a young woman who has practised fitness training for many years, illustrates this point alluding to the “concentrated people” that she sees around her while training. She thus elaborates the compelling character of the scene:

The gym is important because I would not exercise at home. I know it does me good, but if I had to do it on my own, laziness would get the better of me. Going to the gym is a way of saying: “I do physical exercise.” It is a stimulating environment, which allows you to concentrate on trying to better yourself; for an hour no one disturbs you, so you exercise.


Sport Activity Exercise Performance Expressive Behaviour Fitness Training Regular Client 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Roberta Sassatelli 2010

Authors and Affiliations

  1. 1.University of MilanItaly

Personalised recommendations