The fitness boom and the pursuit of body ideals: domesticating the use of smartwatches in Ghanaian fitness spaces

Abstract

This study explores the use of smartwatches within fitness spaces in Ghana. As part of the fitness boom, the pursuit of body ideals has become increasingly intertwined with digital self-tracking, health, and moral imaginaries of self-improvement. The use of smartwatches in fitness spaces is crucial for understanding these connections. The study draws on interviews and participant observations with fitness enthusiasts in gyms and keep-fit clubs. We employ domestication theory to examine how smartwatches influence users’ understanding and construction of their fitness identities, social identities, and body ideals. Using these ethnographic methodologies and reflexive thematic analysis, our study reveals that smartwatches shape the Ghanaian understanding and construction of fitness and social identities. Practically, the participants have domesticated smartwatches to function as an infrastructure that promotes an active lifestyle. Symbolically, the device represents their socio-economic class and commitment to self-improvement. The findings suggest that as Ghanaian fitness enthusiasts strive to meet their fitness goals and conform to societal expectations of the ideal body, the smartwatch becomes a proxy for fitness, body ideals and communication convenience.