Value-oriented anti-doping education in the field of health fitness as a factor of forming a culture of a healthy lifestyle

Abstract

The modern development of fitness and the commercialization of bodybuilding are shaping a specific body culture in which rapid results are sometimes associated with pharmacological support. Despite the development of the international anti-doping system, educational programs mainly cover athletes in official sport. Fitness and competitive bodybuilding outside the regulated system remain insufficiently covered by educational initiatives. Purpose. To theoretically substantiate the role of value-oriented anti-doping education in the wellness fitness sphere as a factor in the formation of a healthy lifestyle culture under conditions of increasing use of pharmacological performance-enhancing practices. Methods. The study employed theoretical research methods, including analysis and generalization of scientific literature, systemic and comparative analysis of contemporary approaches to anti-doping education, as well as interpretation of interdisciplinary research data in the fields of sport science, medicine, and public health. Results. t has been established that the modern development of pharmacological agents (TRT, prohormones, designer steroids) forms a unified continuum of body optimization, contributing to the blurring of boundaries between therapeutic and ergogenic use of androgens. In the wellness fitness sphere, this is combined with aesthetic motivation and social normalization of pharmacological support, increasing tolerance toward doping practices. It is demonstrated that limiting anti-doping policy to regulatory measures alone is insufficient. Instead, the effectiveness of prevention depends on the level of value orientation formation, particularly the prioritization of health, critical thinking, and awareness of the risks associated with pharmacological interventions. Conclusions. Value-oriented anti-doping education is a key factor in counteracting the normalization of pharmacological substance use in the wellness fitness sphere. Its implementation contributes to the development of responsible attitudes toward health, reduction of tolerance to doping, and preservation of a healthy lifestyle culture. Future research should focus on the development of practical educational technologies for the fitness environment.