einstein (São Paulo). 17/dez/2025;24((spe1)):eRW1778.
The new fitness world: commodifying well-being in the neoliberal era
DOI: 10.31744/einstein_journal/2026RW1778
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 is attributed to personal merit, thereby marginalizing collective health initiatives. The proliferation of fitness influencers further reinforces this paradigm, often disseminating misinformation and promoting unrealistic ideals of health and fitness. We argue that the commodification of health within the fitness industry aligns with neoliberalism’s foundational principles: competitiveness, self-regulation, and the erosion of collective structures. In response, we advocate for a shift toward health frameworks rooted in inclusivity, equity, and shared responsibility, challenging the individualistic ethos embedded in current fitness discourse. Reimagining health policy through a lens of solidarity offers a pathway to dismantling neoliberal rationality and fostering a more democratic and equitable health system.
Palavras-chave: Physical fitness; Well-being; Neoliberalism; Health policies
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