Max Weber showed (The Protestant Ethic and the Spirit of Capitalism, 1905) the importance that Christian asceticism, and particularly the more puritanical sects of Protestantism, had in capitalist morals, what endowed qualities such as making use of the time, efficiency or productivity with a privileged and almost mystical value. Thus, despite the apparently materialistic nature of these notions, the fact is that they are all imbued with a profound religiosity. Especially if we consider that this religiosness goes unnoticed to the majority of its practicants. The contemporary body worship exemplifies this deep ascetic component of late capitalist culture, or in other words, that masochism is one of the fundamental elements of contemporary pleasure.
Image after various fitness training exercises [ua-fu/fd].