ABSTRACT Despite growing interest in the psychologies and social lives of those involved in BDSM, we know too little regarding BDSM identity formation. To address this, we integrate theories of group psychology and social interaction to explore BDSM identity formation and negotiation. Thematic analysis of 16 in-depth interviews with a convenience sample of Israeli BDSM practitioners, suggests three important aspects of BDSM personal and group identity development, including disclosure management, community discovery and involvement, and negotiating evolving personal identities within the group. Practitioners describe negotiating identity disclosure; successful, failed, or declined integration into BDSM communities; and negotiating shifting identities. BDSM practitioners must navigate whether and how personal identities fit with sexual norms within a larger societal context (e.g., Israel) and within BDSM communities, risking stigma when violating these standards. Yet, we find that, while groups constrain, they also provide support for those who challenge social constraints.