When we talk about lifestyle sports, we refer to a wide range of activities, some well-established, others still emerging. All of them are focused on the personal experience and emphasize peculiar ethos and identity carrying community values, in constant search for emotions. At the basis there is usually creativity, vitality, excitement, relationship with nature, aesthetic, expressive and non-aggressive elements: the kind of lifestyle that wants to appear authentic and in contrast with classic social conventions. However, these characteristics have been incorporated in the market and consumption logic. Many companies have seen a profitable business for the sale of equipment, clothing and related products, as well as for the sponsorship of events and athletes. What is sold to the consumer is not just a sporting or recreational activity but a whole lifestyle. However, the growing commercialization, standardization and regulation of these disciplines, the broadening of the competitive dimension, the intensive search for branded products, all add contradictions and conflicts in relation to the original essence of these sports practices.