McDonald's at the Gym? A Tale of Two Curves®

Laura L. O'Toole
2008 Qualitative Sociology  
In this paper I present findings from an ethnographic study of interaction patterns among members and workers in two Curves® franchises in different locations. Curves® International markets rationalized fitness programs for women. Using a mixed methodology of participant observation, staff interviews, and comparison of facilities' official data, I analyze these patterns in relation to the rules of the Curves® system and the possible factors that contribute to the observable differences across
more » ... e two facilities. I argue that despite the corporate mandate for rapid and rationalized (McDonaldized) fitness, local Curves® organizational cultures and client preferences may constitute internal resistance to the McDonaldization process.
doi:10.1007/s11133-008-9120-2 fatcat:357hfx3q6zhjvcbiiibbno6vpu