#14: The current state of the fitness industry: The Good, The Bad and The Ugly

ROAR aesthetic

In a social-media dominated culture, the health & fitness industry has found its perfect dimension. Instagram and TikTok offered a platform for companies, influencers, and regular gym-goers to participate in a community that embraces millions of people around the globe.

An army of fans eagerly awaits the latest YouTube drop by their favourite athletes, religiously watching hours of content like it’s their favourite TV show.

Personalities like Jeff Nippard and Dr. Mike Israetel are helping to shape the next generation of lifters by guiding them through workouts and diet plans, busting health & fitness myths, or simply showing a realistic “day in the life.” Their evidence-based approaches have bridged the gap between academic research and practical application, inspiring many to take a smarter, more sustainable approach to their goals.

Others like Will Tennyson or Jesse James West are adored by their followers for their crazy challenges and fascinating documentaries, travelling across the US and Canada to present different perspectives on how the environment surrounding us can affect the choices we make for our health (a nod to the age-old nature vs. nurture debate). Their content merges entertainment with education, making fitness more approachable and relatable.

There’s also a space for pro-bodybuilders and amateurs who post extracts from their preps, competition highlights, or the beloved “What I Eat in a Day” videos—providing behind-the-scenes glimpses into a world that was once accessible only to the most committed athletes.

And then there’s Chris Bumstead, known by millions as “Cbum,” the undisputed king of fitness-related content. A six-time Classic Physique Mr. Olympia champion, he started out on YouTube as a teenager, posting silly videos and raw, unfiltered footage of his already impressive lifts. What began as humble documentation has turned into a global phenomenon. His authenticity, combined with his aesthetic yet powerful physique, helped him resonate with millions.

Cbum’s journey also reflected the shifting values in modern bodybuilding. Too large for Men’s Physique and reluctant to embrace the extreme size and health risks associated with Open Bodybuilding, he found his perfect match in Classic Physique—a division that paid homage to the golden era of bodybuilding led by Arnold Schwarzenegger in the 1970s. The division emphasized balance, symmetry, and aesthetics over sheer mass. It was, and still is, a reaction to the controversial trends of the late 2000s and early 2010s, where bloated midsections (popularly called “bubble guts”) and extreme drug use drew criticism from fans and health professionals alike.

Perhaps the most symbolic moment of this shift was Phil Heath’s defeat in 2018. A genetically gifted champion with seven Mr. Olympia titles, Heath’s midsection bloating was no match for the streamlined, aesthetic form brought by Shawn Rhoden, whose physique reminded many of a bygone era when proportion mattered more than mass. This wasn’t just a competition result—it was a cultural shift.


 

 

The Bigger Picture: Health & Fitness as Social Identity

But what does all this really mean in the context of modern society?

The sport and lifestyle of fitness have evolved in a near-symbiotic relationship with technology and social media. What used to be a niche culture has exploded into a mainstream movement—one that offers not only training advice but also community, identity, and a sense of belonging.

This is particularly impactful when viewed through the lens of mental health. A 2021 survey by the CDC revealed that nearly 1 in 4 adults aged 18-24 experienced mental health challenges, including feelings of isolation and depression. In this landscape, fitness communities provide a structured, goal-oriented outlet. Whether it’s following a program by a favourite influencer, engaging in Discord groups, or sharing progress pictures on Reddit’s r/Fitness, people are finding virtual spaces where they feel seen and supported.

According to Dr. John Ratey, associate clinical professor of psychiatry at Harvard Medical School and author of Spark: The Revolutionary New Science of Exercise and the Brain,

“Exercise is the single most powerful tool you have to optimize your brain function… It affects mood, anxiety, attention, stress, and even learning.”

The fitness boom has taken this to heart—not only does it transform the body, it sharpens the mind and stabilizes emotions. But this utopia is not without its shadows.


 

 

The Dark Side of the Industry

 

As the popularity of fitness content skyrockets, so does the pressure to look a certain way. In an effort to keep up with the hyper-edited, hyper-muscular ideals perpetuated on social media, more and more individuals—many of them not professional athletes—are turning to Performance Enhancing Drugs (PEDs) like anabolic steroids, SARMs, or even experimental compounds.

What was once a taboo topic restricted to the upper echelons of bodybuilding has become normalized among young gym-goers. A study published in the journal Substance Use & Misuse found that up to 6.4% of male high school students in the U.S. had used anabolic steroids at some point—even though many of them were not engaged in competitive sports.


The health consequences can be severe:

  • Liver damage
  • Hormonal imbalance
  • Increased risk of heart disease
  • Psychiatric effects like aggression and depression


And social media isn’t helping. As Dr. Thomas O’Connor, known as the “Anabolic Doc,” warns:

“Steroids have left the gyms and entered the smartphones of teenagers.”

Even more troubling is the fact that many influencers are not transparent about their use. Despite the abundance of physique-enhancing “secrets,” most disclaimers are vague or misleading, leaving followers with a skewed idea of what’s naturally attainable.


Moving Forward: Finding Balance in a Fitness-Fueled World

 

So where does this leave us?

Health & fitness in modern society is both a beacon of hope and a mirror of our contradictions. It has never been easier to start a training journey, connect with a mentor, or find motivation in like-minded peers. But it has also never been more difficult to distinguish authenticity from façade, education from ego, health from vanity.

The future of fitness must prioritize transparency, evidence-based information, and mental well-being over virality. Organizations and content creators need to lead by example, not only showing the highlight reels but also the struggles behind the scenes. Initiatives like Natty Verified or collaborations between science communicators and fitness professionals can help usher in a new era of ethical, responsible influence.

Whether you train to compete, improve your mental health, or simply move better and live longer—fitness should be a tool for empowerment, not deception.


Further Reading & References

 

 

 


Author’s Note:

 

 

If we can navigate the noise and rediscover the roots of what drew us to fitness in the first place—discipline, improvement, and health—we can ensure that this movement remains not only powerful, but sustainable.

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