This article tracks the main vectors that shape the embodiment of leadership as one of the most representative axiological principles of the new capitalism. In order to accomplish this objective, it analyzes the process of production and transformation of the fit body as the ideal that portraits this ethos. Also, it elucidates some of the specifics narratives that underlie the dynamics of fitness' performance, those that allow elaborating connections with the values that characterize the figure of the self entrepreneur. This paper concludes that the practice of fitness, in the context of new capitalism, would give the consumers of fitness products a set of subjective and corporeal resources that would fit in the vertiginous and unpredictable waters of contemporaneous labour market.
Advanced capitalism; Leadership; Fitness organizations; Fit body