“…With the exception of times of war, the meaning of fitness over the twentieth century was predominantly cast in terms of individual-rather than social-improvement, and since the 1970s the concept of fitness has increasingly narrowed to a commercialized lifestyle, an individualized project of self-improvement to be carried out in one"s leisure time, through the consumption of exercise programs and fitness goods (Smith Maguire, 2008). While goals may vary for specific exercises, the fitness lifestyle is represented as a general enhancement of health, appearance, and, ultimately, quality of life (Howell & Ingham, 2001). As such, the research from which this article is drawn conceptualizes fitness not as a commercial industry but as a commercial cultural field (Bourdieu 1984(Bourdieu , 1993Ferguson, 1998;Laberge & Kay, 2002): a network of sites, texts, producers, and consumers that generates practices of exercise and meanings of the exercised body.…”