Looking for God,meaning, physical fitness and beyond: the religious and spiritual space in sport entrepreneurship

Over the past several years, both academic literature and the popular press have heralded a renewed interest in religion and spirituality in both entrepreneurship and sport disciplines. The search for God, meaning, and other expressions of religiosity and spirituality tends to appear embedded in a wider variety of cultural forms in the Western world, including enterprise and sport cultures. Notwithstanding the increasing awareness of the mutual impacts of religion and spirituality in the entrepreneurship and sports academic fields, attention to these topics is lacking within the sport entrepreneurship literature. In this conceptual paper, sport entrepreneurship is re-thought from its religious and spiritual dimensions, paying special attention to the fitness sector, specifically to activities related to so-called “slow fitness”. Utilizing existential philosophy from Paul Ricoeur as our theoretical framework, we reflect on this part of the fitness industry to understand the religious and spiritual space in sport entrepreneurship. In this sense, the paper provides other elements to introduce into discussions of what defines this emergent academic area.