This study examines fitness consumption through the lens of social discipline and embodied practices, analyzing how individuals construct their identity in relation to an ideal body. Using a mixed-methods approach that includes questionnaire surveys and interviews, the study finds that fitness consumption is shaped by geographical location, information access, and social circle dynamics. Women and highly educated individuals show a stronger preference for personal training services. Women’s engagement is largely driven by societal expectations of physical appearance, whereas highly educated individuals view personal training as a status symbol. Additionally, social circle influences significantly impact men’s fitness consumption, highlighting gendered expectations. The study reveals that fitness consumption extends beyond health pursuits, serving as an expression of social status and values.