摘要：The article addresses the main care and investments in the body from attending a women’s gym. The research was developed in an exclusive academy in the city of Vitória /ES, through participant observations, as well as semi-structured interviews. The theoretical framework privileged the contributions of Gilles Lipovetsky on the body and the modern woman. With regard to the analyzes, it is concluded that the most important care and investments were based on nutrition, physical exercises and aesthetic procedures linked to the search for a standardized body stimulated by the personalized work offered by the gym. A consumption of specialists has also been identified, and these are necessary in guiding these investments.
关键词：Body appearance;Women health;Consumption;Apariencia corporal;Salud de la mujer;Consumo;Aparência corporal;Saúde da mulher;Consumo
