Skip to main content
padlock icon - secure page this page is secure

Elements of rituality in consumer tribes: The case of crossfit

Buy Article:

$20.40 + tax (Refund Policy)

This study analyses the elements of rituality in consumer tribes. Data are drawn from a qualitative study on the Reebok CrossFit 33100 fitness community. According to previous research, rituality is a primary contributor to the existence, creation and recreation of consumer tribes. However, further research is needed on how rituality is constructed in consumption tribes. This study identifies three elements, namely, linguistic, physical, and emotional, that hold the tribe together and give form to its shared myth of transformation. By conducting a cultural analysis of focus group interviews and online data, we identified a key ritual, the 'workout of the day' (WOD), which we analysed for elements of rituality. According to our findings, participating in this ritual creates a shared myth of transformation for tribe members that permeates the entire tribal experience. This article contributes to literature on consumer tribes by deepening knowledge on how rituality is constructed, especially the emotional and embodied nature of the tribal experience. By identifying the shared myth that is created through rituality, companies can better understand and co-operate with consumer tribes.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics


Document Type: Research Article

Publication date: December 1, 2017

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more