Abstract
This paper explores gender categorisation in representational market practice. Drawing on the conceptual tools of constructivist market studies, combined with ethnomethodological theories of gender, this paper shifts attention from advertising representations to representational practice in markets. Based on an in-depth study of the development and marketing of a menstrual cycle tracking app, the paper analyses gender categorisation in different practices and over time. The category of women initially appears as a useful, straightforward category that becomes increasingly problematic for the company over time. Studying gender as a category that draws boundaries around entities highlights the rhetorical and practical work done by categories of gender.