ABSTRACT This paper examines the fitness industry as a by-product of neoliberal ideology, using “The New Way of the World: On Neoliberal Society” as a conceptual framework. Neoliberalism, as articulated by Dardot and Laval, extends beyond economic policy to shape governance and human behavior by embedding market-driven rationality into everyday life. The fitness industry, with its emphasis on individual responsibility for health and self-optimization, exemplifies core neoliberal tenets. It fosters the notion of the “entrepreneurial self,” wherein success or failure […]
