‘Let’s work on your weaknesses’: Australian CrossFit coaching, masculinity and neoliberal framings of ‘health’ and ‘fitness’

CrossFit (CF) is one of the fastest growing exercise regimens in the world. However, sociologists have been relatively slow in examining the place of CF coaches in contemporary CF fitness culture. CF coaches are key figures in the production, promotion and consumption of CF fitness services. Therefore, coaches are a sociologically compelling group to examine. Drawing on interviews with male CF coaches in Tasmania, Australia, this paper argues that the way that CF coaches become qualified, interact with clients and understand ‘health’ and ‘fitness’ is shaped by the confluence of masculinity and neoliberalism. As CF grows in Australia alongside other fitness regimens, these findings pose a unique set of concerns for the Australian fitness industry, especially in relation to the ways that CF coaches translate the meaning and practice of ‘health’ and ‘fitness’ to their athletes.