This book explores the consumption behaviour of ‘extreme’ athletes from a quantitative perspective. Extreme sports are a multi-billion-dollar industry. The behaviour of athletes who participate in them differs from the majority of consumers in that they voluntarily seek out risky and dangerous situations that other consumers actively avoid. It has therefore been suggested that these consumer-athletes may have a unique psychology in this regard. The book adopts a novel approach based on established psychological theories concerning the behaviour of extreme individuals, applying and translating them into marketing research and practice. It discusses how specific psychological drivers impact the consumption behaviour of consumer-athletes and a variety of marketing-relevant outcomes. By demonstrating that extreme consumers are characterized by a unique psychology that leads them to act and think differently, this book offers scholars deeper insights into consumer behaviour, while also helping practitioners target this lucrative marketing segment more effectively.

Two crucial components of a healthy life are nutrition and exercise. The importance of appropriate diet, food and nutrition are extremely important to be successful in sports, and, especially, in extreme sports. Extreme sport is an activity where a participant must demonstrate both mental and physical skills. This type of activity provides an adrenaline rush to individuals who are part of the "community of extreme sportsmen." Extreme sports provide opportunity for individuals to be active and fit with added enjoyment of partaking in a fun activity. Extreme sports in conjunction with proper nutrition helps to boost immunity and resistance against common infections. Studies have also exhibited that sports and exercise activities help in managing effective work-life balance as well. Extreme and Rare Sports: Performance Demands, Drivers, Functional Foods, and Nutrition provides a comprehensive treatise on extreme sports emphasizing the importance of nutrition and research-driven nutraceutical supplements in injury prevention and treatment. The book presents information on the nutritional requirements of sports activities on land, in water, or with high altitude-base. It covers a wide variety of definitions, philosophies, thoughts and practices involved with structurally diverse extreme sports. Features: Discusses specific food and nutritional requirements in extreme sports Provides information on the importance of functional foods, nutrition and structurally diverse phytonutrients for different sports Features information on Olympic and diverse extreme sports Details the importance of hydration and use of gelatin; skeletal muscle damage and recovery from eccentric contractions; and information on dietary supplements and antioxidants Presents analysis on growth, marketing, techniques, and future of extreme sports

Since their emergence in the 1960s, lifestyle sports (also referred to as action sport, extreme sports, adventure sports) have experienced unprecedented growth both in terms of participation and in their increased visibility across public and private space. book seeks to explore the changing representation and consumption of lifestyle sport in the twenty-first century. The essays, which cover a range of sports, and geographical contexts (including Brazil, Europe, North America and Australasia) focus on three themes. First, essays scrutinise aspects of the commercialisation process and impact of the media, reviewing and reconsidering theoretical frameworks to understand these processes. The scholars here emphasise the need to move beyond simplistic understandings of commercialisation as co-option and resistance, to capture the complexity and messiness of the process, and of the relationships between the cultural industries, participants and consumers. The second theme examines gender identity and representations, exploring the potential of lifestyle sport to be a politically transformative space in relation to gender, sexuality and ‘race’. The last theme explores new theoretical directions in research on lifestyle sport, including insights from philosophy, sociology and cultural geography. The themes the monograph addresses are wide reaching, and centrally concerned with the changing meaning of sport and sporting identity in the twenty-first century. This book was previously published as a Special Issue of Sport in Society.

This technically oriented book on medicine as applied to extreme sports offers broad coverage of the field extending well beyond the usual focus on major trauma and acute injuries. In addition to the injuries and diseases associated with individual extreme sports, this book also addresses the topics of psychology, dermatology, ophthalmology, infectious diseases, physiology, nutrition, training, injury prevention strategies, rehabilitation, doping, treatment in hostile environments, and legal aspects. Innovative and less frequently considered topics are also discussed, such as recent advances in protective equipment and materials, the effects of exposure on whole-body vibration, and cold exposure risk management. More than 60 of the most authoritative experts from across the world have contributed to this book, drawing on their personal experiences and including practical examples whenever relevant. Both subject matter and illustrations have been selected with the utmost care, the latter including photographs of world-class athletes.The book’s multidisciplinary approach to the subject ensures that it will be relevant to a wide readership.

Red Bull is not just a beverage, it is a lifestyle. It is a brand that sponsors and supports some of the most thrilling and spectacular events and athletes in the realm of extreme sports. From freestyle motocross to skateboarding, from snowboarding to surfing, from downhill mountain biking to parkour, Red Bull is there to fuel the performances and push the limits of the human body and mind. In this book, you will discover the history and evolution of Red Bull and extreme sports, the marketing and promotion strategies that have made Red Bull a global icon, and the stories and achievements of some of the most remarkable and inspiring extreme sports athletes. You will also learn about the benefits and risks of consuming energy drinks and engaging in extreme sports, and how to balance your passion and health.

Youth Culture and Sport critically interrogates and challenges contemporary articulations of race, class, gender, and sexual relations circulating throughout popular iterations of youth sporting culture in late-capitalism. Written against the backdrop of important changes in social, cultural, political, and economic dynamics taking place in corporate culture’s war on kids, this exciting new volume marks the first anthology to critically examine the intersection of youth culture and sport in an age of global uncertainty. Bringing together leading scholars from cultural studies, gender studies, sociology, sport studies, and related fields, chapters range in scope from 'action' sport subcultures and community redevelopment programs to the cultural politics of white masculinity and Nike advertising. It is a must read for anyone interested in gaining a better understanding of the role sport plays in the construction of experiences, identities, practices, and social differences of contemporary youth culture.

Sports Dentistry: Principles and Practice is a comprehensive resource that addresses all aspects of this burgeoning field of dentistry. Provides a comprehensive manual that covers the fundamental principles and practice of sports dentistry Addresses all aspects of sports dentistry, including treatment of injuries, preventative measures, oral health and marketing and practice management Offers information on providing dental facilities at sporting arenas Presents suggestions for treating young children and the specific issues they present Includes a companion website with illustrative case studies