CrossFit and Self-Optimization in CrossFit's Popular Literature

Abstract

CrossFit is one of the fastest growing fitness phenomena of the last decade. Considered the largest fitness business today, CrossFit’s widespread popularity has attracted increasing interest from a variety of disciplines. Despite this burgeoning scholarly attention, few analyses have focused on examining CrossFit’s discourse of self-optimization and the role it plays in shaping the ideal image of the CrossFitter. The present paper addresses this question by examining the popular literature on CrossFit using a Critical Discourse Approach (CDA). Findings reveal CrossFit’s understanding of self-optimization as a polyhedral and demanding process that goes beyond physical discipline to encompass all facets of the self. Five main themes of self-optimization are identified in the popular CrossFit literature: 1) failure and weakness, 2) pain and constant preparedness, 3) integral self-work and passionate commitment, 4) constant self-improvement, and 5) community support. Drawing on previous research on the topic, the paper also reflects on the relationship between CrossFit and neoliberalism, suggesting CrossFit as a fertile ground for the humanities and social sciences to further explore the intersections between the fields of health, sport, self-optimization, and identity.