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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.
Published Version
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