Dirty dancing- A case study involving pole dancing and the importance of corporate values within dirty work

Sammanfattning: Recent developments within sensual and sexy exercise have led to fashionable dance studios and gyms introducing their customers to pole dancing and other forms of sensual exercise. From the aspect of pole dancers being dirty workers the studios who teach pole dancing are now struggling to get away from the negative prejudices of the sport. We have been studying the corporate identity and image in two specific studios in Copenhagen in order to examine if and how they are working towards getting away from prejudices around pole dancing. In order to elaborate on this subject, theories related to dirty work, corporate values and identity have been explored. The empirical evidence indicates that the studios attempts to get away from the dirty aspects are achievable but it is difficult. One of the studios in the empirical case study has achieved their attempts of getting away from the sexiness associated to pole dancing. However, the other studio, which is also prosperous on the market, has not succeeded. This conclusion could be helpful if observed as a road sign indicating that the owner of the studio should articulate a clear image and values for all included in the studio to acknowledge and execute thru all sections of the studio, including every day interactions and media such as the web site and the pictures displayed.