Fitness Philanthropy and Social Capital: an Emerging Research Agenda for Sport and Community Well-Being

This paper proposes "fitness philanthropy" as an emerging research agenda for sport and community well-being, moving beyond traditional fundraising and health outcomes. It conceptualizes sports charity as a socio-sporting movement mobilizing well-being in neoliberal times, drawing on literature on sport, social capital, leisure, and well-being. The article argues that fitness philanthropy provides a social barometer for cultural and ideological imperatives, offering novel insights into health and well-being within a broader societal context and the role of physical activity.