5 Things You Need to Know About the Fitness Industry
As a certified strength and conditioning coach and sports nutritionist with decades in this business, I’ve seen it all. The fitness industry you see on social media isn’t always reality. It’s often built on smoke and mirrors.
Many aspiring lifters get discouraged when they can’t match the physiques they see online, but there are secrets behind those perfect images. The truth is, what you see is often a carefully constructed illusion.
This guide will pull back the curtain on the five most important things you need to know about the fitness industry. Understanding these truths will help you set realistic goals and appreciate your own hard-earned progress.
Disclaimer: This article is for informational purposes only and is not meant to treat or diagnose any condition. It is recommended that you speak with your doctor before starting any exercise program, changing your daily nutrition, or adding any supplements to your regimen.
Table of contents
Key Takeaways
- Many fitness images online are digitally altered with tools like Adobe Photoshop and Facetune, creating unrealistic body standards.
- Performance-enhancing drugs (PEDs) are more common than many think, and they give some individuals an unfair advantage in muscle growth and fat loss.
- For elite fitness models and competitors, training and dieting is a full-time job, a lifestyle that is unsustainable for the average person with a 9-to-5 career.
- Winning a bodybuilding show does not automatically qualify someone as an expert trainer; always look for accredited certifications from bodies like NASM or ACE.
- Most sponsorships in the fitness industry provide free products, not a livable income. Only the absolute top-tier athletes earn significant money.
1. Adobe Physiques
The use of photo editing is perhaps the biggest scam in the fitness industry, and it’s more common than you think. Fitness influencers and even magazine cover models are frequently called out for photoshopping their images. Research from the Dove Self-Esteem Project revealed that 85% of girls have used an app to alter their appearance in photos by age 13. This creates a powerful illusion that their physiques are flawless year-round.
It’s not just the models, photographers are often the ones editing the photos before they go public. However, with powerful tools available to everyone, the problem has grown.
Individuals are using apps like Facetune and Adobe Photoshop to create a false reality. A study highlighted by the Body Positive Alliance found that 71% of people use Facetune before posting a picture on Instagram. Common edits include:
- For women: Slimming waists, enhancing the bust and glutes, and smoothing skin.
- For men: Defining abs, increasing the size of their arms and shoulders, and adding muscle to their legs.
So, if you’re new to lifting, don’t get frustrated if you don’t look like a magazine cover model after a few years. Those images are often unrealistic goals. While the people in them are in great shape, the final photo isn’t always 100% real. Don’t be fooled by the “Adobe gains” that dominate the fitness industry.
2. “Supplements”
Let’s be direct. Many people in the fitness industry get help from more than just creatine and protein powder. They are using performance-enhancing drugs (PEDs), often anabolic steroids, to accelerate their results. This allows for muscle growth and fat loss at a rate that is simply not possible naturally.
A 2024 study in Saudi Arabia found that 32% of male athletes at private gyms admitted to using anabolic steroids. Another study of gym attendees in Basra City during 2023-2024 found 25% used steroids, with testosterone being the most common substance. These individuals still work incredibly hard, but their “secret supplement” provides a massive advantage.
Imagine two identical twins with the same diet and training program. If one uses PEDs and the other stays natural, the difference in their physiques would be dramatic. That’s the power of these substances.
In my professional opinion, what people choose to do is their own business. However, I am not encouraging you to seek out illegal substances. There are serious health consequences, especially if you don’t understand how to use them. A 2024 study noted that kidney and liver damage were among the most reported adverse effects by users. You only get one body, and it’s not worth destroying for a temporary look.
3. Competing and Modeling is Their JOB
When you see a top-level fitness competitor or model, you are looking at someone whose entire life is dedicated to their physique. For them, fitness isn’t a hobby, it’s a full-time job. Their daily schedule is completely different from someone working a 9-to-5.
Their day revolves around a precise cycle: rest, eat, train intensely, eat again, and rest some more. It’s a repetitive and demanding lifestyle that often requires sacrificing a normal social life. This singular focus is what allows them to achieve a level of conditioning that is unsustainable for most people.
Furthermore, the financial reality is harsh. Preparing for a single competition can cost between $2,000 and $5,000 when you factor in coaching, food, supplements, and registration fees. One report breaks down the monthly costs of a bikini prep coach alone to be between $250 and $500. Most competitors don’t make enough prize money to cover these expenses, meaning they often work regular jobs on top of their demanding training schedules.
4. You Competed in a Show and Won, Now All of a Sudden You’re an Expert Trainer?
This is a common and dangerous trend in the fitness industry. Someone wins one local bodybuilding show, and the next week they market themselves as an “expert coach.” Just because someone can get themselves in shape doesn’t mean they know how to train others safely and effectively.
What’s worse is that these new “coaches” often give clients generic, cookie-cutter programs. Sometimes, they even resell the exact plan their own coach gave them. This approach ignores individual needs, goals, and biomechanics, which can lead to frustration or even injury.
Before you hire a trainer, do your homework. A great physique is not a credential. In my experience, the best coaches have the education to back up their practical knowledge. Look for legitimate, accredited certifications.
- NASM (National Academy of Sports Medicine): Widely recognized, their CPT program focuses on the “Optimum Performance Training” model.
- ACE (American Council on Exercise): A highly respected non-profit organization that has been certifying trainers since 1985.
- NSCA (National Strength and Conditioning Association): Known for its rigorous, science-based approach, especially the CSCS (Certified Strength and Conditioning Specialist) certification for training athletes.
Ask about their certifications, how long they’ve been training clients, and read any contracts carefully. Unless they are winning prestigious shows like the Arnold Classic or Mr. Olympia, “I win shows” is not a valid reason to trust someone with your health.
5. Sponsorship’s in the Fitness Industry
It’s easy to be impressed by fitness influencers backed by big-name sponsors. They get free apparel, products, and trips to expos. But what you might not realize is that very few of these athletes are receiving a significant paycheck. For most, sponsorships only cover free products and occasionally travel expenses.
Unless you are one of the top athletes in the world, you won’t see a dime from most sponsors. The money in the fitness industry is concentrated at the very top. While nano-influencers (1,000 to 10,000 followers) might earn $150 to $600 for a sponsored post, it takes a massive following to make a living. An ex-Gymshark athlete with 285,000 followers shared on Reddit that their base salary was $1,500 per month plus commission, which is far from a fortune.
Even for those earning six figures, it’s not easy money. These contracts are all about performance. Athletes are required to constantly push the brand on social media and make appearances, which can interfere with their own training and contest prep. If a top competitor is expected to win and they start placing lower, their contract value can drop, or it may not be renewed at all. At that level, it stops being a passion project and becomes a high-pressure business.
FAQs About the Fitness Industry
How can you tell if a fitness influencer is using steroids?
It’s impossible to know for sure without a test, but some signs can include exceptionally rapid muscle growth, extreme vascularity, and a “3D” look that is very difficult to achieve naturally. However, accusing someone is unfair. The key takeaway is to not compare your natural progress to someone who may have an unnatural advantage.
What is a realistic timeframe to see results from working out?
This depends on your goals, consistency, and genetics. With a solid training and nutrition plan, most beginners will notice changes in strength and energy within the first month. Noticeable changes in body composition, like muscle gain or fat loss, typically become more visible after 2-3 months of consistent effort.
How do I find a good personal trainer?
Look for trainers with nationally accredited certifications like NASM, ACE, or NSCA. Ask for testimonials from past clients, and find someone whose training philosophy aligns with your personal goals. A good trainer should perform a thorough initial assessment before creating your program.
Are supplements necessary to build muscle?
No, supplements are not necessary, but they can be helpful. A solid foundation of whole foods, including adequate protein, is the most important factor. Supplements like creatine monohydrate and protein powder are well-researched and can help you meet your nutritional goals, but they are not a substitute for a good diet.
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