Theses on Fitness, Health and Physical Exercise
Work It Out – A Typology of Managerial Athleticism in Professional Service Firms (BSc)
Ellen Dahlfors and Lea Koerner (2023)
Abstract: In recent years, interest in sports and fitness among executives has increased, leading to the term managerial athleticism. This qualitative study explores the phenomenon of managerial athleticism and how it is expressed in professional service firms. Through semi-structured interviews with 32 partners, managers, and executives, and by applying social identity theory and goal-setting theory, this thesis examines how identity, gender, and goals shape managerial athleticism. An ideal-type analysis was used to create a typology that identifies four types of managerial athletes: feel-goods, fulfilment functionalists, health functionalists, and fanatics.
The results show that there are different types of managerial athletes. Their goals vary in terms of tangibility and how closely their pursuits are connected to identity. These differences and similarities help explain how the types’ training regimes differ. This thesis contributes to a broader understanding of managerial athleticism as a contemporary leadership characteristic.
Sara Gisslar and Linnéa Sundman (2021)
Abstract: In recent years, fitness trends have shifted from collectivistic to individualistic motivations for exercise. Some researchers describe “healthism” as an ideology of modern society, emphasizing the value of a fit and slender body as a metaphor for a successful life. This has contributed to the rise of athleisure, combining fashion and sportswear for use both inside and outside the gym. At the same time, digitalization has accelerated, with Millennials being the first generation fully globalized online. Social media is increasingly used to construct personal and social perceptions of health, which may increase pressure on individuals.
This thesis investigates gender differences among late Millennials in Swedish fitness culture and explores why these differences occur. It examines the role of the digital landscape and personal health issues in shaping how fitness culture is experienced and consumed. The study is based on qualitative in-depth interviews and an abductive research approach.
The findings suggest that hegemonic masculinity helps explain differences between women and men, where women are perceived as passive objects and men are evaluated based on their performing bodies. Expectations from parents also appear to play a role. One interpretation is that the competitive and result-oriented traits associated with Generation X influence late Millennials’ perceived need to prove themselves worthy of love and respect. Managerial implications highlight the importance for brands to promote a long-term health perspective and consider how athleisure can be adapted for men.
Joel Mankowitz and Chengtian Wu (2019)
Abstract: Marketing in the digital world is highly competitive, as companies seek to capture consumers’ attention and time. While prior research has focused on cognitive effort, consumers’ physical effort has received less attention. This study examines how engaging consumers’ physical effort affects marketing outcomes such as brand attitude, engagement, and behavioural intentions. Two quantitative studies were conducted with a total of 322 responses. Participants were randomly assigned to different physical effort conditions, using a Nike campaign to simulate a real-life setting.
The findings indicate that low to moderate levels of physical effort can positively influence brand engagement and behavioural intentions, while excessive effort can have negative effects. Consumers’ attitudes toward physical effort also influence their attitudes toward the brand. The study contributes to research on consumer effort in marketing and suggests that marketers, particularly in the sports industry, can use physical effort strategically to improve campaign effectiveness.
Adrian Strömberg and Victor Wänerfjord (2015)
Abstract: This thesis examines whether the personal characteristics of chief executive officers (CEOs), specifically sports merits from endurance challenges, influence firm performance. The relationship between executive traits and firm outcomes is well established in academic research. Participation in endurance sports has increased, and individuals who complete such challenges are often associated with traits valued by executive recruiters. Using data from 2003–2012, this study defines Swedish CEOs of small and medium-sized enterprises (SMEs) as sports-merited if they have completed demanding endurance challenges. By matching data on firm performance with CEO characteristics, the study analyses whether firms led by sports-merited CEOs perform better than others. The results are statistically insignificant, suggesting a need to question assumptions in existing literature. The study adds nuance to the understanding of CEO characteristics and their relationship to firm performance.