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This article applies Zygmunt Bauman’s notion of liquid modernity to understand the dynamics of temporary communities through the branded strength and conditioning programme of CrossFit (CF). By drawing on 18 semi-structured interviews across 4 different UK CF gyms, we argue that to some participants CF offers a temporary return to a modified version of the strong social bonds associated with older forms of community (described by Ferdinand Tönnies as Gemeinschaft). These close communities, however, are modified by their intermingling with contemporary capitalist relations and their service to the development of individual identity and body projects consistent with recent re-conceptualizations. These new forms retain some Gemeinschaft characteristics, such as a space for friendship and camaraderie, while also providing opportunities to work on individual life and body projects. Ultimately, due to their temporary character and focus on self-development, we argue they are best categorized as what Zygmunt Bauman refers to as ‘peg communities’.
Till et al. (Fri,) studied this question.