In contemporary western societies, the “fit body” has replaced body decoration as a potent symbol of status and character, both for men and women. Fitness gyms and health centers have become highly visible as the sites where such a body is produced. They are at the core of a much broader fitness culture, comprising a variety of commodities and are key institutions of contemporary consumer culture. Fitness culture has attracted contrasting diagnoses from within a host of disciplines, often corresponding to disciplinary specializations in the study of sport and physical activity at large. As a culturally prized practice, fitness is often framed as a response to collective issues such as poor health, obesity, or aging bodies, while as a fundamentally individualized consumer culture promoted by profit-seeking commercial institutions it may not help us to ask the crucial questions. This seems to require a critical perspective on rationalized, urban living, commercial relations, and fitness activities which goes beyond the promotional sirens portraying fitness training inside a gym as a quick fix solution for body and soul.