Abstract
In a research carried out with female bodybuilding athletes, seeking to understand how they shape their athletic subjectivities through extreme body modification, we came across identities marked by a system of codes, discourses and practices which incorporate ideals of sacrifice, resilience, strength, motivation, determination and power beyond the sports metier, reaching the dimension of the market, business, the competition incarnated in the bodies of entrepreneurs, both in terms of the production of muscle modeling and the sales of services related to it. Thus, in this article, we aim to present the work strategies of bodybuilders that result, according to our hypothesis, from a type of athletic subjectivity which is also expressed in an entrepreneurial subjectivity, establishing a dialogue between the competitive fields of sport and market. To do so, two Brazilian athletes of this sport were remotely interviewed, due to the COVID-19 pandemic. An analysis was made on how this sport dialogues with the ideals of entrepreneurship from the inculcation of competition and individualism, not only in the sphere of the sport competition, but also the maintenance of life, as well as the generation and sales of products and services related to the fitness market.
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