2 Women Developing and Branding Fitness Products on the Global Market The Method Putkisto Case Jaana Parviainen Fitness has become a dynamic global industry that produces new fitness forms in rapid succession. For instance in the U.K., fitness classes con- tinue to represent an important and growing segment of the health and fitness market in spite of economic recession (Mintel 2009). In the past ten years, Yoga, Pilates and other mindful fitness classes have become increasingly popular with women. This slow movement of fitness activity can be seen as a part of a cultural trend that includes slow city (cittaslow), slow food and slow travel (Honoré 2004). A principal characteristic of the slow movement is that women look for physical exercise where they can enjoy the silence and tranquility of bodily movement. Focusing on movements in detail, they usually want to learn more about their bodies to develop tools for their well-being. One such fitness form is Method Putkisto (MP). The MP has not yet been internationally established, but it has gained popularity within the U.K. and Finland. In this chapter, I will explore how the brand of the MP is constructed based on Marja Putkisto’s heroic life story in which her body, feminin- ity, expertise and slow movement take a central role. The MP is one of those body techniques through which women are advised to improve their self-image (Markula 2006). The MP can hardly be called a feminist approach, but it includes resistance to the traditional aerobic-oriented fit- ness culture. Body work in MP classes is work on the self and appearance. For example, Putkisto constantly emphasizes that the MP keeps the body looking youthful, but unlike mere body shaping, the method is ‘working inside out’ to improve the entire self. The body work of MP programs is based on relaxation, visualization, breathing, slow movement and using body weight. Before analyzing the success of MP program, I will detail my theoretical and methodological framework. METHODOLOGY AND THEORETICAL FRAMEWORK ‘Branding’ has become a popular topic of studies in the marketing of sport equipment companies and professional athletes (Chavanat et al. 2009; SW_254_Ch 2.indd 44 SW_254_Ch 2.indd 44 8/20/2010 4:07:04 PM 8/20/2010 4:07:04 PM