This volume examines the rise of an emerging sport as a grassroots effort (or “new social movement”), arguing that the growth of non-normative sports movements occurs through two social processes: one driven primarily by product development, commercialization, and consumption, and another that relies upon public resources and grassroots efforts. Through the lens of disc golf, informed by the author’s experience both playing and researching the sport, Joshua Woods here explores how non-normative sports development depends on the consistency of insider culture and ideology, as well as on...