The “new” corporate habitus in adventure racing

Abstract

This article explores the overrepresentation of management-level corporate participants in Discovery Channel Eco-Challenge (DCEC) as a suggestion of the emergence of a new class — or social group — habitus common to both “new” corporate culture and the adventure racing (AR) field. The current analysis, which examines the parallels between conceptualizations, perceptions and judgements of practice embedded in AR and “new” corporate discourses, has two aims: first, to uncover the practice-generating principle(s) (habitus) in the AR field; second, to explore the relationship between the AR and “new” corporate habitus through AR's purported benefit of “transferability'. Our qualitative analysis is based on participant observation and on 37 semi-structured interviews with AR participants. © 2002, Sage Publications. All rights reserved.