The fitness world is abuzz with worry. Consumers and social media followers alike are starting to doubt the validity of the bodies that influencers on social media are pushing. It sounds like this bs is catching up with Liver King Brian Johnson. He wants you to believe he created his chiseled physique by adhering to what he calls “nine ancestral tenets.” Some of these principles are pretty obvious—just look at the lifestyle pillars of sleep, sun, and cold. Now, his record-smashing career is being overwhelmed by recent revelations of his rampant steroid abuse. At the very least, this new controversy should call into serious question the credibility of fitness influencers on the whole.
Liver King is by no means the first to make these claims. To achieve this, he worked with a strategic marketing agency to create a highly focused campaign. Natural health Johnson often spoke as though he advocated for natural health practices. As revealed in leaked emails from a recently released Netflix documentary, he was dropping more than $11,000 monthly on muscle-building anabolic steroids. This revelation has sparked national discussions on lengths influencers will go to maintain their image. It further wakes them up to the potentially important influence these deeds could exert on their constituents.
The narrative that fitness influencers like Liver King promote is not exclusive to Liver King. In the 1980s, wrestling icon Hulk Hogan encouraged a generation to “say their prayers and eat their vitamins” through his VHS workout sets. In a 1994 court trial, Hogan confessed to using steroids for over 10 years. This pattern continues today. Film stars and teachers alike glorify hardcore training routines, all while many are privately using steroids to cover up the hard work.
A recent survey highlighted a troubling trend: 23% of men and 42% of women reported rarely or never feeling body confident. Unattainable expectations promoted by influencers only add to this insecurity. Most of these fitness influencers have been able to maintain these lean, muscular physiques well into their 40s and 50s. Peloton instructor Janelle Rohner recently admitted to using GLP-1 weight loss drugs and even refunded followers who purchased her course, acknowledging the discrepancy between her promoted image and her reality.
The scientific evidence certainly backs up the idea that anabolic steroids can provide massive improvements to athletic performance. One study found that men given 600mg of testosterone enanthate for 10 weeks developed a lot more strength. The placebo group, by contrast, did not show these gains. Personal trainer Dan Roberts noted an increase in steroid use among fitness enthusiasts, emphasizing the pressure to conform to these unrealistic standards.
“It takes time to build muscle, so when you suddenly build a lot of it, that’s not possible without extra testosterone in your system, or growth hormone, or something.” – Dan Roberts
Rich Piana, an arguably even larger personality in the fitness community, was open about his steroid usage for much of his life. He even shared his “cycle” freely on social media, mentoring future bodybuilders in the process. Unfortunately, Piana died in 2017 at the age of 46. His heart literally weighed double that of a healthy adult male, raising important questions on the long-term consequences of steroid use.
In a 2018 YouTube video, Larry Wheels spoke candidly about encountering side effects from his steroid use. He chronicled the struggles of sickness as muscle cramps, depression, lethargy, lack of appetite and lowered libido invaded his life. These detailed testimonials paint a clear picture of the terrifying consequences that can stem from going to extreme lengths to achieve that “perfect” body.
Liver King’s distinct appearance has led some to describe him as resembling “a hot water bottle stuffed with bowling balls,” attributing his muscular physique to a diet consisting primarily of raw liver, raw bone marrow, and raw testicles. While many applaud this unusual approach, others wonder if it can be sustained and replicated.
In a recent video, James Smith—a popular fitness influencer—discussed the partial normalization of steroids in the industry. He stated that it is “cheap, easily accessible, well tolerated and arguably less dangerous than a lot of other things young people do.” His process of steroid escape and subsequent return to power likely propelled him to the top of the “status hierarchy” quickly in his early 20s.
“In my first cycle of testosterone in my early 20s, I climbed the status hierarchy in 12 weeks,” – James Smith
Smith acknowledged that while he did not use steroids to enhance his business, he understood why others might choose that path.
“It sounds bad to say, but if you want to ever make a living from fitness, you’re almost stupid for even trying to do it naturally,” – James Smith
As the conversation about the ethics of fitness influencers develops, it’s important to recognize how it all affects their followers. Ben Johnson emphasized that the message behind promoting health and fitness often gets overshadowed by personal choices regarding steroid use.
“I think he thought the broader message was more important than the steroids,” – Ben Johnson
While praising Liver King’s fitness philosophy, Johnson wished that the scandal hadn’t overshadowed the healthier parts of his message to help Americans live longer.
“It’s unfortunate that the messenger has killed the message … when there’s a kernel of truth at the centre of the message, it’s easy to focus on that and ignore the other variables.” – Ben Johnson
The fitness industry continues to be caught between competing narratives as influencers continue to figure out how to keep it real while still keeping it aspirational. The social pressure to obtain these impossible standards is rampant. This urgency fuels the temptation among a lot of Americans to take dangerous, unhealthy, and convenient shortcuts for immediate returns.