“Making a living from street workout!”: Athletes between bricolage, self-entrepreneurial tactics, and the pursuit of professionalization in an emerging sport

Originating in the United States in the early 2000s, Street Workout (SW) has evolved, through social media, from an urban body weight training trend into an emerging sport characterized by competitions and media coverage of its “SW athletes.” Despite its rise in France, it remains underexplored in the social sciences. This article, based on ethnographic research conducted in a popular “neighborhood gym” in Strasbourg, analyzes the processes of formalization and professionalization of SW, highlighting the central role of social media platforms. Combining “in situ” and online observations, this study examines how SW athletes leverage social media to promote their discipline, generate income, and address the challenges of an emerging market. The findings reveal that these platforms play a key role in the identity and professional development of athletes while shedding light on broader dynamics, such as the professionalization of emerging sports, tensions surrounding athlete remuneration in France, and the transformation of sports cultures and socialization in the digital era.