Abstract
This paper summarizes my PhD research, which examines how Les Mills (LM) group fitness instructors across eleven countries perceived and adapted to virtual fitness during the COVID-19 pandemic. Employing a mixed-methods approach, the research began with an initial survey, followed by 22 semi-structured interviews, and later focus group discussions conducted over sixteen months. Using Critical Discourse Analysis (CDA) as the primary analytical framework, the study also engages with Serious Leisure and Healthism to examine how fitness professionals framed virtual exercise in relation to broader cultural understandings of commitment, discipline, and health responsibility. Findings reveal that, initially, LM instructors perceived virtual fitness as a “last resort” primarily suited for those they described as “afraid exercisers”—individuals who were overly cautious about COVID-19 and hesitant to return to in-person training. Simultaneously, resistance emerged among instructors and participants who strongly opposed gym closures and viewed digital fitness as an inadequate substitute for live group exercise. Over time, instructors’ discourse shifted. Through the linguistic analysis of their narratives, it became evident that virtual fitness was gradually reframed as a more legitimate option—though still associated with what instructors labeled as “non-normative exercisers” such as “new mums,” “busybodies,” and “introverts.” These categories reflect how instructors positioned digital fitness within existing social norms of fitness participation rather than an equivalent alternative to in-person training. As a case study of a globally recognized fitness brand, this research provides insights into how corporate fitness structures and global-local dynamics influenced the transition to virtual training and professional identity.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2025 Special Focus—Global Sports Local Cultures
KEYWORDS
Group Fitness, Professional Identity, Virtual Fitness, Critical Discourse Analysis
