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Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces.

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Title: Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces.
Authors: Cox, Luke (AUTHOR), Piatkowski, Timothy (AUTHOR), Turnock, Luke A. (AUTHOR)
Source: Drugs: Education, Prevention & Policy. Feb2026, Vol. 33 Issue 1, p65-76. 12p.
Subjects: Digital technology, Social capital, Social media, Anabolic steroids, Culture, Ethnology research, Certification, Marketing, Bodybuilding, Thematic analysis, Advertising, Peptides, Physical fitness, Research, Communication, Medical coding, Sports events, Androgen receptors, Research ethics, Education
Geographic Terms: India
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. [ABSTRACT FROM AUTHOR]
Copyright of Drugs: Education, Prevention & Policy is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces.
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  Data: <searchLink fieldCode="AR" term="%22Cox%2C+Luke%22">Cox, Luke</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Piatkowski%2C+Timothy%22">Piatkowski, Timothy</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Turnock%2C+Luke+A%2E%22">Turnock, Luke A.</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Drugs%3A+Education%2C+Prevention+%26+Policy%22">Drugs: Education, Prevention & Policy</searchLink>. Feb2026, Vol. 33 Issue 1, p65-76. 12p.
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  Data: <searchLink fieldCode="DE" term="%22Digital+technology%22">Digital technology</searchLink><br /><searchLink fieldCode="DE" term="%22Social+capital%22">Social capital</searchLink><br /><searchLink fieldCode="DE" term="%22Social+media%22">Social media</searchLink><br /><searchLink fieldCode="DE" term="%22Anabolic+steroids%22">Anabolic steroids</searchLink><br /><searchLink fieldCode="DE" term="%22Culture%22">Culture</searchLink><br /><searchLink fieldCode="DE" term="%22Ethnology+research%22">Ethnology research</searchLink><br /><searchLink fieldCode="DE" term="%22Certification%22">Certification</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Bodybuilding%22">Bodybuilding</searchLink><br /><searchLink fieldCode="DE" term="%22Thematic+analysis%22">Thematic analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Peptides%22">Peptides</searchLink><br /><searchLink fieldCode="DE" term="%22Physical+fitness%22">Physical fitness</searchLink><br /><searchLink fieldCode="DE" term="%22Research%22">Research</searchLink><br /><searchLink fieldCode="DE" term="%22Communication%22">Communication</searchLink><br /><searchLink fieldCode="DE" term="%22Medical+coding%22">Medical coding</searchLink><br /><searchLink fieldCode="DE" term="%22Sports+events%22">Sports events</searchLink><br /><searchLink fieldCode="DE" term="%22Androgen+receptors%22">Androgen receptors</searchLink><br /><searchLink fieldCode="DE" term="%22Research+ethics%22">Research ethics</searchLink><br /><searchLink fieldCode="DE" term="%22Education%22">Education</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22India%22">India</searchLink>
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  Data: 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. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
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  Data: <i>Copyright of Drugs: Education, Prevention & Policy is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=pbh&AN=191011791
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    Identifiers:
      – Type: doi
        Value: 10.1080/09687637.2025.2490579
    Languages:
      – Code: eng
        Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 12
        StartPage: 65
    Subjects:
      – SubjectFull: Digital technology
        Type: general
      – SubjectFull: Social capital
        Type: general
      – SubjectFull: Social media
        Type: general
      – SubjectFull: Anabolic steroids
        Type: general
      – SubjectFull: Culture
        Type: general
      – SubjectFull: Ethnology research
        Type: general
      – SubjectFull: Certification
        Type: general
      – SubjectFull: Marketing
        Type: general
      – SubjectFull: Bodybuilding
        Type: general
      – SubjectFull: Thematic analysis
        Type: general
      – SubjectFull: Advertising
        Type: general
      – SubjectFull: Peptides
        Type: general
      – SubjectFull: Physical fitness
        Type: general
      – SubjectFull: Research
        Type: general
      – SubjectFull: Communication
        Type: general
      – SubjectFull: Medical coding
        Type: general
      – SubjectFull: Sports events
        Type: general
      – SubjectFull: Androgen receptors
        Type: general
      – SubjectFull: Research ethics
        Type: general
      – SubjectFull: Education
        Type: general
      – SubjectFull: India
        Type: general
    Titles:
      – TitleFull: Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces.
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            NameFull: Cox, Luke
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            NameFull: Piatkowski, Timothy
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            NameFull: Turnock, Luke A.
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            – D: 01
              M: 02
              Text: Feb2026
              Type: published
              Y: 2026
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            – TitleFull: Drugs: Education, Prevention & Policy
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