Convergences between CrossFit and corporate culture: the production of work subjectivities through training and physical activity

Abstract

This article explores the convergence between sport and the business world that has intensified since the 1980s. In connection with the advance of ideas and values linked to neoliberalism, companies have used sport in many of their functional departments, influencing the creation of business ideas, symbols and strategies. Due to its relevance and current spread, we have selected a specific sporting modality – CrossFit –. This study analyses eight trainers' manuals to identify ideas and values that converge with the business environment. Through categories such as discipline, personal improvement, competitiveness and performance, a thematic analysis is carried out that seeks to explore how the messages transmitted can influence the behavior of practitioners and align with business values. The findings show how CrossFit reinforces key values for companies, consolidating itself as a component of the "entrepreneurial device" that links sport and business.