Context & Background

We conducted our study at the Westin Ottawa Health Club, one of the most expensive and luxurious fitness clubs in Ottawa. As well, we also analyzed several expensive gyms' websites, including the Ottawa Athletic Club, The Athletic Club, Goodlife Health and Fitness Club as well as the Westin Ottawa Health Club's websites. Therefore, we accumulated data from various sources both online, through telephone and in person. Firstly, we conducted an analysis of each website. Specifically using the websites, we looked at additional services offered, such as personal training packages, towel service, food and beverage services and pool access. As well, through the websites, we analyzed the language that was used and the pictures that were featured to assess the methods of promotion used by the facilities. Secondly, we called specific clubs in an attempt to book private tours and question them about their membership fees (several facilities did NOT list their membership prices online). After talking to representatives from the Ottawa Athletic Club and the Westin Ottawa Health Club, we analyzed the words used when describing the facilities, and the promotional tactics each  chose to disclose. For example, the Ottawa Athletic Club, upon signing up as a member, gives you promotional material such as a gym bag, and a "free trial" (not really free seeing as you are paying for the membership...) personal training session. Lastly, we booked a private tour (via telephone) with a personal trainer (for which we cannot disclose the name) from the Westin Ottawa Health Club in order to immerse ourselves into the culture of social fitness. During our tour we assessed not only the aesthetics of the facility, but also the verbal and nonverbal cues given by the personal trainer and the members.

This research analysis is special because it addresses a topic of modern society that is not seen as an aspect of crime, nor consumption, because it is premised the ideology of benefiting health. In contemporary society, anything that ameliorates an individuals’ health is seen as a positive contribution for society. However, these facilities only further promote overconsumption and impose barriers between the wasters (the rich) and the needy (the poor). As such, our research study is unique because it is challenging the positive connotations associated with fitness clubs. We will discuss, using critical criminology theoretical concepts, the futility of such facilities as individuals could just as easily workout outside with better health results.

References

Websites of the Fitness “Clubs”

Ottawa Athletic Club: http://www.ottawaathleticclub.com/

The Athletic Club http://www.theathleticclubs.ca/

Goodlife Fitness http://www.goodlifefitness.com/

            The Health Club at The Westin Ottawa http://www.westinhealthclub.com