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Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces
,
Timothy Piatkowski,
Luke A. Turnock
Drugs: Education, Prevention and Policy, Pages: 1 - 12
Swansea University Author:
Luke Cox
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© 2025 The Author(s). This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License.
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DOI (Published version): 10.1080/09687637.2025.2490579
Abstract
Background: Anabolic androgenic steroid coaches (ASCs) provide tailored drug-related advice to clients for a fee. While ASCs operate worldwide, the scant and emerging research available has largely focused on ASCs within a Western context, overlooking the Global South. This exploratory study aimed t...
| Published in: | Drugs: Education, Prevention and Policy |
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| ISSN: | 0968-7637 1465-3370 |
| Published: |
Informa UK Limited
2025
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa69240 |
| Abstract: |
Background: Anabolic androgenic steroid coaches (ASCs) provide tailored drug-related advice to clients for a fee. While ASCs operate worldwide, the scant and emerging research available has largely focused on ASCs within a Western context, overlooking the Global South. This exploratory study aimed to investigate ASCs further, specifically in India, where anecdotal evidence suggests an ASC “boom.” Method: A digital ethnography was conducted over a 12-month period. To analyse, convey and situate key findings, we draw upon Bourdieu’s seminal work on sociocultural capital. Results: A dominance of companies and individuals in India were willing to certify ASCs, with certification primarily aimed towards bodybuilding competition preparation. To promote ASC certification, various marketing strategies were used to attract potential ASCs, including the promotion of ASC accreditation through well-known Indian bodybuilders, who shared courses on their Instagram accounts, drawing upon their sociocultural and body capital to attract potential customers. A form of institutional capital underpinned the accreditation process, reaffirming ASC accreditation legitimacy within the community. Finally, ASC accreditation contributed to chemical capital. Conclusion: Drawing on various aspects of capital, ASC potentially shape anabolic androgenic steroids use in India. Future research should review the course material offered in ASC accreditation to ensure they are reliable. |
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| Keywords: |
Anabolic androgenic steroids; image and performance enhancing drugs; sociocultural capital; social media; India |
| College: |
Faculty of Science and Engineering |
| Funders: |
Swansea University |
| Start Page: |
1 |
| End Page: |
12 |