Using Social as a Funnel to Long-Form

Ebenezer Samuel, Fitness Director of Men’s Health, joins me for a wide-ranging and insightful conversation on the current and future state of fitness media, where people learn about training, and how the landscape has shifted dramatically over the last decade.

Ebenezer brings both industry-level perspective and hands-on coaching experience to explore how research, hypertrophy culture, entertainment-driven social media, and evolving technology are shaping what people believe about fitness.

We dive into:
• Why we can't evaluate training purely through the lens of muscle hypertrophy
• Whether “science based lifting” has become overrated
• Why the best approach blends research with lived training experience
• How people consume fitness media today vs. ten years ago
• Whether fitness social media is now dominated by entertainment over education
• Whether people are genuinely learning useful skills from social platforms
• Why trust and real relationships matter more than ever in a crowded content world
• How generational differences are changing how fitness information spreads
• The rise of gatekeepers, algorithmic influence, and AI in shaping the conversation
• The future of in-person coaching vs. AI coaching systems
• And much more

CHAPTERS

01:05 The Problem with Hypertrophy Focus
03:20 Science-Based Training Critique
05:37 The Role of Research in Fitness
12:03 Challenges of Social Media Fitness Content
20:18 Evolution of Fitness Information Consumption
21:51 RP Strength and Personal Training Insights
26:48 Balancing Education and Entertainment in Fitness Content
28:18 Generational Shifts in Fitness Media Consumption
28:56 The Rise of Social Media and Its Impact on Fitness
32:13 The Role of Gatekeepers in Fitness Media
41:18 The Influence of AI on Fitness Content
45:07 The Future of In-Person Training vs. AI
50:40 Concluding Thoughts

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