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

Luke Cox Orcid Logo, Timothy Piatkowski, Luke A. Turnock

Drugs: Education, Prevention and Policy, Volume: 33, Issue: 1, Pages: 65 - 76

Swansea University Author: Luke Cox Orcid Logo

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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...

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Published in: Drugs: Education, Prevention and Policy
ISSN: 0968-7637 1465-3370
Published: Informa UK Limited 2026
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa69240
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last_indexed 2026-02-03T05:27:47Z
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spelling 2026-02-02T15:54:29.3791207 v2 69240 2025-04-08 Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces 9811ac84cad867903c385bf7086dfd2d 0000-0001-7625-4603 Luke Cox Luke Cox true false 2025-04-08 EAAS 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. Journal Article Drugs: Education, Prevention and Policy 33 1 65 76 Informa UK Limited 0968-7637 1465-3370 Anabolic androgenic steroids; image and performance enhancing drugs; sociocultural capital; social media; India 1 2 2026 2026-02-01 10.1080/09687637.2025.2490579 COLLEGE NANME Engineering and Applied Sciences School COLLEGE CODE EAAS Swansea University SU Library paid the OA fee (TA Institutional Deal) Swansea University 2026-02-02T15:54:29.3791207 2025-04-08T11:44:03.9140810 Faculty of Science and Engineering School of Engineering and Applied Sciences - Sport and Exercise Sciences Luke Cox 0000-0001-7625-4603 1 Timothy Piatkowski 2 Luke A. Turnock 3 69240__34301__f00d556b50d44c9bb9059c04d80a414b.pdf 69240.VoR.pdf 2025-05-19T13:07:32.1303442 Output 5001535 application/pdf Version of Record true © 2025 The Author(s). This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License. true eng http://creativecommons.org/licenses/by-nc-nd/4.0/
title Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces
spellingShingle Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces
Luke Cox
title_short Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces
title_full Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces
title_fullStr Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces
title_full_unstemmed Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces
title_sort Anabolic steroid coaching certification in India: The role of capital in digital fitness spaces
author_id_str_mv 9811ac84cad867903c385bf7086dfd2d
author_id_fullname_str_mv 9811ac84cad867903c385bf7086dfd2d_***_Luke Cox
author Luke Cox
author2 Luke Cox
Timothy Piatkowski
Luke A. Turnock
format Journal article
container_title Drugs: Education, Prevention and Policy
container_volume 33
container_issue 1
container_start_page 65
publishDate 2026
institution Swansea University
issn 0968-7637
1465-3370
doi_str_mv 10.1080/09687637.2025.2490579
publisher Informa UK Limited
college_str Faculty of Science and Engineering
hierarchytype
hierarchy_top_id facultyofscienceandengineering
hierarchy_top_title Faculty of Science and Engineering
hierarchy_parent_id facultyofscienceandengineering
hierarchy_parent_title Faculty of Science and Engineering
department_str School of Engineering and Applied Sciences - Sport and Exercise Sciences{{{_:::_}}}Faculty of Science and Engineering{{{_:::_}}}School of Engineering and Applied Sciences - Sport and Exercise Sciences
document_store_str 1
active_str 0
description 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.
published_date 2026-02-01T05:29:29Z
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