Pre-order your @conquertheweights Reps Out for Harambe design now!! Website link is in my bio. #conqueringbarbell #conquertheweights #harambe #repsoutforharambe #harambestrong #powerlifting #powerlifter #squat #benchpress #deadlift #gymwear #gym #madeintheUSA #crossfit #bodybuilding #strongman
Crossfit has adopted a visual and ideological aesthetic that fits the upper-middle class, white collar worker. Culturally, Crossfit harnesses a nostalgia for a simpler past, and combines it with the romanticization of the natural in order to craft a comprehensible view of the present that embraces precarity by being prepared for everything. This is not simply a pre-lapsarian fantasy, though. The idyllic and savage “primal” is coupled with modern science in an attempt to recreate a born-again human that specializes in the unspecialized. As lean management forces all employees to be flexible in their working hours and expertise, Crossfit demands the same from their consumers. Crossfit is the figurative and literal lean production of the body. To avoid precarity, one must embrace precarity. Do a little of everything, and then do more of it. The fragmented sense of progress in lifting a heavier weight or beating an old WOD time creates a fleeting autonomy in a managed subject. Through Crossfit, despair and uncertainty are replaced by trust in the primal, one simulated shoveling exercise at a time.
As capital flows back into the city once again, old auto clearing houses and factories are prime locations for Crossfit boxes, and the loft condos that house many of their customers. Crossfit promises a physique that matches the aesthetic of new city wealth. The body as repository for the ghost signs of production reflects the social relations of labor and leisure presented by the economy. You can get strong, but not too big. The workouts are quantifiable and scalable, but never boring. Companion to the rise of beards, tattoos, “work” boots, and lumbersexuality, Crossfit sculpts a body that appears to have labored. Reminding us that physical labor was done at one point, the shell of industry now has a core of chiseled abdominal muscles. Crossfit reverses the traditional relation of labor to the body in that the bodies appearing to have labored the most now reflect the highest material conditions of leisure. Similar to the way that new technology introduced into the production process is embedded with the value of past labor, the Crossfit body is also imbued with the surplus value of past generations. In Scientific Management, Taylor remarked, “In the past man has been first; in the future the system must be first.” Today is the future, and the Crossfit box offers a concise summary of our post-industrial predicament. “People walk through the door and say, ‘Hey, where are all the machines?’” To which Crossfit boldly replies: “We’re the machines!”