The profession of fitness or personal trainer, much like that of coffee barista and shop attendant in high-end malls, has emerged out of ec...
The profession of fitness or personal trainer, much like that of coffee barista and shop attendant in high-end malls, has emerged out of economic growth itself. These professions are characterised by new ways of working, often requiring direct contact with clients and customers.
At Starbucks, for instance, this revolves around the idea of creating a “third space” for customers – an alternative to the home or office space. Baristas are specifically encouraged to make customers feel at home by engaging in chitchat, inquiring about their day and learning their names and preferences, something unheard of in the fast-food outlets and eateries they may have otherwise found employment at.
In the case of providing fitness training, this contact tends to go much deeper. Besides, trainers are the physical manifestation of something their clients desire, something that money cannot necessarily buy: a muscular body characterised by bulging biceps, clearly pronounced pecs and rock-hard abs.
However, those successful in the field of fitness training are rarely able to rely on their bodies alone. They must be able to successfully interact with clients as well as translate the customer’s vision into training routines and dietary regimes. A certain middle-class comportment is deemed crucial to this, something that...
