The new fitness geography: the globalisation of Japanese gym and fitness culture

Using a minor case study of the local fitness culture scene in Tokyo, Japan, this exploratory and qualitative article aims to discuss and analyse the consequences of globalisation of fitness culture. The article focuses particularly on how fitness culture is negotiated in Japanese society – at a national, local and subjective level, and in relation to attempts to uniformly rationalise and standardise gym and fitness culture. The results indicate that the fitness geography is changing, and through the establishment of a globalised fitness culture, Japanese youth are following in the footsteps of many other countries. However, this does not mean that we are witnessing a homogenisation process, or a completely McDonaldised version of fitness culture in Japan. Instead, this cultural phenomenon is shaped and formed in particular ways, pointing towards certain strong national sentiments concerning body ideals, views on gender and exercise and relaxation. For example, the cuteness ideal has a strong influence on the way young women talk about and perceive body ideals and corporeal performances in Japan.