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Fra Muskelmasse Til Massebevægelse – Indblik I Den Kommercielle Fitness-Sektors Historie

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Fra Muskelmasse Til Massebevægelse – Indblik I Den Kommercielle Fitness-Sektors Historie Fra muskelmasse til massebevægelse – indblik i den kommercielle fitness-sektors historie Kasper Lund Kirkegaard IDRÆTTENS ANALYSEINSTITUT Fra muskelmasse til massebevægelse - indblik i den kommercielle fitness-sektors historie Kasper Lund Kirkegaard Idrættens Analyseinstitut Titel: Fra muskelmasse til massebevægelse – indblik i den kommercielle fitness-sektors historie Delrapport i projektet ‘Sved for millioner’ Forfatter: Kasper Lund Kirkegaard Omslagslayout, grafik og opsætning: BUCHS.DK Forsidefoto: Spinning. Foto: Scanpix/Jeppe Michael Jensen Tryk: BUCHS.DK Udgave: 1. udgave, København, juni 2007 2. oplag (elektronisk version), august 2007 med enkelte rettelser Udgiver: Idrættens Analyseinstitut Kanonbådsvej 12 A · 1437 København K T: +45 32 66 10 30 · F: +45 32 66 10 39 E: [email protected] · W: www.idan.dk ISBN 978-87-92120-00-7 ISBN 978-87-92120-01-4 (elektronisk version) Gengivelse af denne rapport er kun tilladt med tydelig kilde- anvisning. Rapporten samt supplerende materiale om fit- ness-sektoren i Danmark kan hentes på www.idan.dk. Yderligere eksemplarer af den trykte udgave kan bestilles hos Idrættens Analyseinstitut for kr. 250,00 inkl. moms. Sideløbende med denne bogudgivelse har Idrættens Ana- lyseinstitut som led i projektet ‘Sved for millioner’ udgivet rapporten ‘Overblik over den danske fitness-sektor’. Denne rapport med en lang række nøgletal om fitness-sek- toren i Danmark, Norden og internationalt kan i sin trykte form bestilles hos Idrættens Analyseinstitut for kr. 250,00 inkl. moms. Fotobrug: Vi har tilstræbt at spore fotografen til alle billeder i bogen, som kan være omfattet af ophavsret. I enkelte tilfælde har dette ikke været muligt. Såfremt brugen af specifikke fotos skulle give anledning til berettigede ophavsretmæssige krav efter dansk lovgivning, skal disse rettes til Idræt- tens Analyseinstitut. Disclaimer: We have attempted to locate owners of all pictures under copyright. In a few cases this has not been possible. Should the use of specific photos result in justified copyright claims according to Danish law, these claims should be addressed to the Danish Institute for Sport Studies (Idrættens Analyse- institut). Indhold Forord. .5 Indledning. 6 Kapiteloversigt. 8 Tidstabel over vigtige begivenheder i fitnesshistorien. 9 Kapitel 1 – fitnessindustriens historiske rødder. 15 Historisk perspektivering – konstruktionen af et vestligt kropsideal . 15 Kropsidealers udvikling – fra funktionel betydning til æstetisk symbol . 18 Skønhedsidealernes indre logik. .19 Idealiseringen af ‘det smukke’ og ‘det smukkes’ kommercielle potentiale. 20 Kunstens udbredelse af kroppen. 22 Wellness, det sunde liv og ungdomsidealet . .25 Markedsføringen af det smukke menneske og den sunde krop. 29 Den instrumentelle trænings-gennembrud. 31 Gymnastikbevægelsen og fitnessindustriens ligheder. .35 Sandow the Magnificent og bodybuildingens introduktion. .38 Adskillelse mellem sportens præstation og kroppens æstetik. .41 Skønhedskonkurrencers og træningsmagasiners gennembrud. 44 Charles Atlas’ kommercielle succes. 50 Træningsmagasiner, kønsroller og den relative krop . 53 Den kommercielle strategiske triumf. 60 Kapitel 2 – den danske fitness-sektors historie . .61 De første privatejede styrketræningscentre og bodybuildermiljøet. 65 Fra Århus Muscle Studio til Dansk Helsesport. 67 Club Roma og Sven-Ole Thorsen. 71 Odense Body-Builder Club. .74 Arnolds Schwarzeneggers besøg og bodybuildingens gennembrud. 75 Dansk Body-Building Forbund stiftes. 77 Kvindernes entré i bodybuilding . 79 Sven-Ole Thorsen takker af. 81 De første kommercielle fitnesskoncepter. 82 Videnskabelig træning og kampen om sandheden. 86 Fitnesscentre åbner og kæder udvikles. 94 Aerobicens introduktion i Danmark . 97 Fitness og aerobic i foreningslivet. 99 Fitnesskædernes nedtur – og redning. .103 Spinning kommer til landet. .107 PBS’ introduktion - fitness bliver til business. 108 Fitnessbranchen organiserer sig i ambitiøs brancheforening . 116 Store udfordringer . 118 Kapitel 3 – kommerciel fitness i en forbrugerkultur. .120 Idrættens kommercialisering og den konsekvenser. 120 Fra idrætstager til idrætsforbruger . 125 Kommercialismens udvikling fra det ekstreme til det folkelige. .129 Den strategiske markedsføring af kropslig lykke og forfald. 131 Træningsmotiver og fitnessindustriens modstridende logikker. 133 Mellem lyst og pligt - fitness som instrumentel idrætsaktivitet . 135 Fitnessindustriens placering i en oplevelsesøkonomi . 138 Litteratur. 143 Bøger og artikler. 143 Artikler og tekster fra internettet. .148 Andre anvendte internetlinks. 149 Fitnessbegrebernes introduktion i Danmark .................................... .154 Noter. 155 Noter til kapitel 1 – fitnessindustriens historiske rødder. 155 Noter til kapitel 2 – den danske fitness-sektors historie . 162 Noter til kapitel 3 – kommerciel fitness i en forbrugerkultur. .168 Personregister. 171 Forord Fitness-sektoren har en langt bredere appel traditionelle foreningsidræt og den traditionelle til motionsaktive mennesker end det typiske danske idrætspolitik i det hele taget. billede af fitness som en lidt egoistisk aktivitet for tidens kropsfikserede ungdom. Tværtimod Et vigtigt udgangspunkt for historieskrivningen har fitness-sektoren i de seneste 20 år gennem- var et seminar, som Idrættens Analyseinstitut gået en rivende udvikling med nye produkter og afholdt i samarbejde med Syddansk Universi- tilbud, der netop har bred appel til store dele af tet i Odense den 12. januar 2006. Deltagerne, den danske befolkning. som både repræsenterede forskningsverdenen samt den foreningsbaserede og kommercielle Sektorens økonomiske op- og nedture og med- fitnesskultur, var: Anders Kragh Jespersen, Bir- lemmernes øgede tilstrømning til centrene er gitte Nymann, Birgitte Pedersen, Charlotte Bir- i mange år foregået i relativ ubemærkethed i cow, Christina Pape, Claus Bøje, Hanne Larsen, forhold til den offentlige og idrætspolitiske debat. Ingeborg M. Hansen, Jørgen Schönherr, Leif Det forhold forsøger Idrættens Analyseinstitut at Christensen, Marina Aagaard Salminen, Morten råde bod med projektet ‘Sved for Millioner’. Zacho, Nicky Petersen, Steen Broford og Thue Kvorning. Til disse inspirerende og vidende per- Projektet søger at skabe overblik over og ind- soner skal der lyde en stor tak. blik i den danske fitnesssektor. Desuden er det et mål at stimulere til debat om hele sektorens Der skal ligeledes lyde en stor tak til en række rolle i forhold til det frivillige foreningsliv og den nøglepersoner, der siden hen har ladet sig inter- offentlige sektor. Baggrunden for projektet er en viewe eller på anden måde har bidraget til fitness- generel mangel på viden om fitness-sektorens historien: Bettina Borg, Jens Lind, Hans-Henrik historie og økonomiske forhold, kunde-/med- Palm, Henning Eichberg, John Hansen, Jørgen lemskredsens størrelse og udvikling, kædernes Albrechtsen, Lars Stig-Møller, Leif Roed, Lisser ejerforhold, sektorens fremtidige betydning og Frost-Larsen, Ole Graubæk, Rasmus Ingerslev, potentialet i samarbejder mellem den offent- Sven-Ole Thorsen og Trey Greenwood. lige sektor og foreningslivet som led i en fore- byggende sundhedsindsats over for den brede Endelig skal DGI takkes for økonomisk støtte til befolkning. projektet og for faglige input fra den følgegruppe, der kom fra DGIs træningskultur-projekt. Den her foreliggende delrapport giver for første gang et sammenhængende indblik i den kom- Sammen med denne rapport udgiver Idrættens mercielle fitness-sektors historiske udvikling; Analyseinstitut en sektoranalyse og statusrap- både med talrige referencer til udlandet og her- port om fitness-sektoren under overskriften hjemme. Historien giver indblik i de forudsætnin- ‘Overblik over den danske fitness-sektor’. Den- ger, som nutidens kommercielle fitnessindustri ne kan rekvireres ved henvendelse til Idrættens baserer sin forretningsmæssige succes på. Den Analyseinstitut. tegner et billede af de mekanismer, der styrer den kommercielle breddeidræt – mekanismer, Direktør Henrik H. Brandt som givet også kan udfordre og inspirere den Idrættens Analyseinstitut, juni 2007 FRA MUSKELMASSE TIL MASSEBEVÆGELSE - Indledning Set i forhold til forskningen i gymnastikkens og porten giver et indblik i fitnesshistoriens mange foreningsidrættens historie er den kommercielle interessante, underholdende og betydningsfuld fitness-sektor stort set historieløs. Mens der begivenheder, men forklarer også den kommer- sidder talrige forskere på landets universiteter cielle fitness-sektors forretningsmæssige succes med viden om foreningsidrættens udvikling og i et historisk perspektiv, hvor foreningsidrætten betydning for samfundet, har den kommercielle monopol på at organisere idrætten er udfordret fitness-sektor hovedsageligt interesseret forret- af købeidrættens fremmarch. ningsfolk med økonomiske motiver. På landets biblioteker finder man ingen analyser af fitness- Denne version af den danske fitness-sektors sektorens udvikling i breder e samfundsper- historie er primært skrevet med henblik på at spektiv. Intet om sektorens store betydning for give indblik i væsentlige begivenheder samt de danskernes motions- og idrætsvaner. Intet om personer, der på den ene eller anden måde har den åbenlyse udfordring, som den kommercielle interesse for den kommercielle breddeidræts breddeidræt skaber for foreningsidrætten. udvikling fra subkultur til massekultur. Det er samtidig mit håb at give de mange personer, Derimod findes der en del litteratur om trænings- som har deres frivillige eller professionelle gang formers fysiologiske betydning.
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