McDonald's at the Gym? A Tale of Two CurvesRG

In this paper I present findings from an ethnographic study of interaction patterns among members and workers in two CurvesRG franchises in different locations. CurvesRG International markets rationalized fitness programs for women. Using a mixed methodology of participant observation, staff interviews, and comparison of facilities' official data, I analyze these patterns in relation to the rules of the CurvesRG system and the possible factors that contribute to the observable differences across the two facilities. I argue that despite the corporate mandate for rapid and rationalized (McDonaldized) fitness, local CurvesRG organizational cultures and client preferences may constitute internal resistance to the McDonaldization process. Adapted from the source document.