ABSTRACT
Since 1999, the pinnacle of bodybuilding as professional sport, the Mr Olympia competition, has been held in Las Vegas. The present paper explores how the event has been produced materially and symbolically in this context. More specifically, an attempt is made to trace connections with other well-developed leisure industries that thrive there: in packaging the Mr Olympia as a lifestyle weekend in ‘Sin City’, bodybuilding entrepreneurs capitalize on Las Vegas’s reputation and the various networks and infrastructures of its show, event, tourism and night-life entertainment industries. Through this discussion, a comparative picture will emerge between, on the one hand, the Mr Olympia and the bodybuilding industry and, on the other hand, those other industries prominent in Las Vegas. I argue that, although the former may be viewed as a niche enterprise that addresses a relatively closed audience of ‘insiders’, it shares fully the logic and practices of corporate entertainment that define the latter. This is both a reflection of and a force in the late-modern transformation of bodybuilding as organized sport towards ‘extreme’ spectacle and relentless competition that can, in turn, be situated in a wider system of cultural forms and activities operating on a similar model. In treading upon this largely unexplored territory, the discussion and arguments are based on a combination of methods and original research, including archival, online media and ethnographic research involving in-depth interviews with key figures in the for-profit promotion of bodybuilding.
