In the fast growing fitness industry the use of scientific organization of work might suggest a backward trend. These managerial practices are also associated with franchising as a business model. It is paradoxical because the industry is averse to the practices and to the business model as well because the fitness is valued as an artistic activity where personal skills, sometimes considered inborn, such as individual gifts and creativity should predominate. The main goal of this article is to answer the following question: are scientific organization of work, creativity and innovation compatible at all? The attempt to answer was made possible by visiting many websites, interviewing people and observingthe fitness businesses. It was found that at the organizational level the scientific organization of work is a limitation to creativity and innovation, but not eliminating them entirely. Thus the paradox remains and might bring further developments.
Scientific management; franchising; globalization; fitness; market
