Serious leisure and professional identity in branded fitness: a cross-national study of les mills group fitness instructors

The fitness industry continues to grow globally with group fitness instructors playing a visible role in gyms. Drawing on the Serious Leisure Perspective and survey data from 332 instructors based in 29 countries, this study explores professional identity among Les Mills group fitness instructors. The survey measures instructors’ perceptions of professional commitment, belonging, and physical ideals, aiming to identify which aspects they regard as most central to their vocation. Exploratory and confirmatory factor analyses revealed two central dimensions: Community, reflecting social connection locally and globally, and Physical Perfection, foregrounding bodily aesthetics and physical performance. Further analyses showed that perceptions varied with age, teaching frequency, and employment status, suggesting distinct professional orientations within the instructor cohort. These findings extend the Serious Leisure Perspective by identifying measurable patterns of vocational commitment, offering a validated typology that can inform future research on leisure labour in fitness communities.