With the emergence of the coronavirus in 2020 led to the closing of
gyms and churches, along with the “she-cession” in which women disproportionately left the
workforce (Hammer, 2021), Christian women with an interest in fitness increasingly turned to
home-fitness-based multilevel marketing (MLM). MLM companies like Beachbody, for example,
saw a 300% increase in subscribers in 2020 (Haithman, 2020). Although MLMs encourage their
distributors to think of themselves as “independent entrepreneurs,” these companies demand
fealty -- putting Christian women who participate in a double bind: bound to company,
family, and God, they must still position themselves as free agents and strong women in
order to build their “fitness ministry” (Coach 8, 2020) and close the sale. We extend
Sullivan & Delany’s (2017) framework of “evangelical entrepreneurial femininity” by
asking how fitness complicates or shepherds the relationship between the independent
entrepreneur, the MLM, and the patriarchal foundation of her religious practices. Our
initial research suggests that Christian women navigate the potential shame of occupying a
masculine economic role and a muscular body by reframing Beachbody as an opportunity to
fulfill God’s plan, (re)inhabit the home, and encounter the Divine through their uplines.
References: Haithman, D. (2020, May 18). Beachbody sees gains. Retrieved from
https://labusinessjournal.com/news/2020/may/18/beachbody-sees-gains/. Hammer, B. (2021,
January 25). How to fix women's jobs during the covid-19 pandemic. Sullivan, K. R., &
Delaney, H. (2017). A femininity that ‘giveth and taketh away’: The prosperity gospel and
postfeminism in the neoliberal economy. Human Relations, 70(7), 836-859.