Hello all,

I hope you’re all well and training hard!

The internet and social media have opened a new gate way for people to become who they want to be. That can range from being the top streamer on Twitch like ninja or the top subscribed You Tuber such as PewDiePie. There is almost no limit on who you want to be, the internet has opened a utopia for people to become their dreams but also make a well-off living.

The fitness industry 

The fitness industry has also taken advantage of social media and the internet. I read and understood that The 2018 State of the UK Fitness Industry Report reveals that the UK health and fitness industry is continuing to strengthen. It has more gyms, more members and a greater market value than ever before. There are over 7,000 gyms in the UK for the first time, total membership is approaching 10 million and market value is just under £5 billion. The penetration rate remains at 14.9%, so 1 in every 7 people in the UK is a member of a gym. It’s clearly evident that the fitness industry is huge in the UK alone. This can arguably be due to the fact of social media having an impact on how we view our selves and how we want to be viewed in society. According to the ‘CyberPsychology and Behaviour’ the “Internet use is positively correlated with depression, loneliness, and stress, public opinion about the Internet has been decidedly negative.” This could mean that people who use social media and the internet compare themselves to others whose lifestyle seems ‘perfect’. That goes with fitness stars. People want to look like their fitness idols and therefore train to be one, therefor turning to the fitness industry online getting tips and knowledge on diet and training methods. Even myself has fallen into that category as I look up to fitness stars online who I inspire to look like, such as Calum Von Moger and it can create unnecessary stress for yourself to become something you’re not, you can only be yourself as there is no one else like you.

Calum Von Moger

Calum Von Moger is a social media star with 2.9 million followers on Instagram and is known for his physic being like Arnold Schwarzenegger. Hence why people call him Arnold 2.0 (which he hates btw has he want to be known as Calum not a copy). Calum Von Moger used social media as a way of expressing his passion for bodybuilding and then over time started to get noticed due to his ‘old school’ physic like bodybuilding stars Arnold, Mike Mentzer and Boyer Coe. Once he started to get notice millions including myself started to follow him. He posts YouTube videos on his workout routines which is something that wouldn’t have been thought off 13/14 years ago. Now at a push of a button or app you have access to someone’s workout routine who’s considered the Arnold Schwarzenegger of his time, so it is understandable why fitness stars are using social media to support their business. From his success from social media he has now created his own supplement brand called ‘Staunch’ which has become big and now sponsors people to advertise their products using Instagram as their main tool. Not only did social make Calum Von Moger a fitness idol but he’s also featured in a film and documentary. The film ‘Bigger (2018)’ is about Arnold in his prime in the 1970’s and his rivalries in the bodybuilding world. The Documentary he took part in is called ‘Generation Iron 2’ which goes into how he become famous with the usage of social media. He also describes how he became the way he was and described how bodybuilding, traveling and living ‘life on the edge’ it what appealed to him the most. He also has his own personal training methods that people pay for, like a subscription you pay for monthly/yearly

Here’s a typical image that circulated around the web comparing Calum and Arnold.


(source of image: https://www.tvovermind.com/five-things-didnt-know-calum-von-moger/)

It’s clear to see that famous ‘public figures’ have a major impact on the web and social media. Not only Calum Von Moger but others like Rich Piana who have their own supplement brand ‘5%’ and millions of followers on social media. They have millions of flowers due to their crazy bodies but there is also the physiological affect on the public that their self-esteem may be damaged. Looking at these fitness stars have thousands of likes and millions of followers show that this is what’s appealing to the public, therefor the general public engaged in the fitness industry to look like their idols.