Physical Capital in the Consumption of Fitness Clubs (for Example the Fitness-Clubs Worldclass)

The work is devoted to reveal the representations of informants about the role of physical capital in improving the well-being on the basis of the motives for the consumption of fitness services. In modern society over the past few years, many social practices of our life have been transformed. These practices include active commodification and commercialization of the human`s body. Individuals begin to view their corporeality as an investment in their physical capital and, in the future, they expect to receive some dividends from their efforts. In this work was used the analysis of semi-structured interviews. The main models of bodily practices and the corresponding motives for consumption were identified. It was also found that during the visit to the fitness club, the client is weaved into social relations. Due to corporal practices and harmonious relations are built with the internal and external appearance. The creation of the image of a successful person is formed, confirming the existence of a "successful" body.