McDonald’s at the Gym? A Tale of Two Curves

• Published in: Qualitative sociology Vol. 32; no. 1; pp. 75 - 91
• Main Author: O’Toole, Laura L.
• Format: Journal Article
• Language: English
• Published: Boston Springer US 01.03.2009; Springer; Springer Nature B.V
• Subjects: Corporate culture; Corporate governance; Cross Cultural Psychology; Ethnographic research; Ethnology; Gender; Gyms; Health clubs; McDonaldization; Organizational behavior; Organizational culture; Personality and Social Psychology; Physical activity; Physical fitness; Social interaction; Social Sciences; Sociology; Sociology of organizations and enterprises. Bureaucracy and administration; Sociology of work and sociology of organizations; U.S.A; McDonaldization; Women’s fitness; Gyms; Organizational culture; Women's fitness; Organization; Comparison; Rationalization; Woman; Sports
• ISSN: 0162-0436; 1573-7837
• DOI: 10.1007/s11133-008-9120-2

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 the 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.