THE GYM AND ITS IMPACT ON THE CONTRUCTION OF A NEW FORM OF CONSUMPTION AMONG ITS ATTENDERS IN THE CITY OF VITÓRIA/ES

Abstract

The focus of this article is on the analysis of changes in the form and/or products of consumption by frequenters of a gym and bodybuilding, located in Vitória/ES. This research starts from the understanding of the gym as a place where vocabularies, codes and rituals are engendered, based on a logic of ethos wellness. It takes the entrance and attendance at the gym as the starting point that generates behavioural changes, and not only bodily. These changes end up going beyond the physical limits of the space and reverberate in several daily practices of the gym goers, having influenced in a central way in a reformulation of practices and products of consumption by the gym-goers.