Consumer Tribe: Fitsters
Keywords: Exercise; selfies; social events; fashion; diet; yoga; soccer; diet discourse; fit life awareness.

Description of their identity
Fitsters is a tribe of young men and women and young adults (from 20 to 35 years old) whose identity is crossed by gender roles and the search for the fit body. The members desire to maintain an exercised figure delimited by traditional gender canons. Hence, women are more concerned about looking light and slim, and men are more concerned about looking strong and marked.

Gender identity regulates how they present themselves to others and their type of exercise: women share more issues related to yoga, gymnastics, and spiritual activity, while men are associated with soccer, boxing, and motor racing. However, their behavior shows how physical preservation is the element that all profiles have in common: they seek to stay in shape and show the gains of their effort.

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