CrossFit (CF) is one of the fastest growing exercise regimens in the world. However, sociologists have been relatively slow in examining the place of CF coaches in contemporary CF fitness culture. CF coaches are key figures in the production, promotion and consumption of CF fitness services. Therefore, coaches are a sociologically compelling group to examine. Drawing on interviews with male CF coaches in Tasmania, Australia, this paper argues that the way that CF coaches become qualified, interact with clients and understand 'health' and 'fitness' is shaped by the confluence of masculinity and neoliberalism. As CF grows in Australia alongside other fitness regimens, these findings pose a unique set of concerns for the Australian fitness industry, especially in relation to the ways that CF coaches translate the meaning and practice of 'health' and 'fitness' to their athletes.

Item Type:	Refereed Article
Keywords:	Crossfit, neoliberal, masculinity, gym, sport
Research Division:	Studies in Human Society
Research Group:	Sociology
Research Field:	Social Change
Objective Division:	Health
Objective Group:	Other Health
Objective Field:	Health not elsewhere classified
UTAS Author:	Nash, M (Dr Meredith Nash)
ID Code:	122616
Year Published:	2018 (online first 2017)
Deposited By:	Office of the School of Social Sciences
Deposited On:	2017-11-21
Last Modified:	2018-08-23
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