283 © Te Author(s) 2018 R. A. Dionigi, M. Gard (eds.), Sport and Physical Activity across the Lifespan, https://doi.org/10.1057/978-1-137-48562-5_15 15 The Mid-life ‘Market’ and the Creation of Sporting Sub-cultures Rylee A. Dionigi and Chelsea Litchfeld Upon entering the registration area for the Pan Pacifc Masters Games, I was funneled through about 12 booths that included Games merchan- dise, local tourist information and exhibitions. Six of them were selling sports-related goods, such as ‘custom made’ sports team apparel, ‘func- tional and fashionable’ swimwear, ‘revolutionary’ running shoes, ‘state-of- the-art devices’ for pain relief and a ‘ground-breaking’ functional performance exercise program. Four booths were dedicated to promoting the next three Masters Games events to be held locally (Lismore), nation- ally (Australia) and internationally (New Zealand). One booth was occu- pied by an airport transfers company and another the Cancer Council. Te registration tables were positioned at the back. When I collected my backpack and event program, I noticed that inside my backpack was a QLD events guide, swimwear magazine and Gold Coast visitor’s map. As I exited R.A. Dionigi (*) School of Exercise Science, Sport and Health, Charles Sturt University, Port Macquarie, NSW, Australia C. Litchfeld School of Exercise Science, Sport and Health, Charles Sturt University, Bathurst, NSW, Australia