2087: Steve Cook- The Rebranding of an Iconic Fitness Influencer

Jun 1, 2023

In this engaging conversation, Steve Cook, a well-known fitness influencer and former star of The Biggest Loser, shares his journey from competitive bodybuilding to vlogging. He candidly discusses the politics of male physique competitions and the pivotal role of genetics in fitness. Cook reflects on the personal challenges of rebranding during the pandemic, the significance of community in health, and his evolving views on fitness post-COVID. He also touches on future fatherhood and the lessons he's eager to pass down to his kids.

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ANECDOTE

Early Fitness Journey

Steve Cook grew up in Boise, Idaho, in a large family with a coach dad.
He was introduced to the gym at 12, excelled at lifting, and pursued fitness.

ANECDOTE

Finding His Path

Steve Cook married young, got divorced, and moved back in with his parents.
He found his path in bodybuilding, winning competitions and gaining sponsors.

ANECDOTE

Vlogging Beginnings

Steve Cook's vlogging journey began after seeing Shay Carl's YouTube success.
He saw an opportunity in the fitness space and started vlogging his expo experiences.

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In this episode Sal, Adam & Justin speak with iconic fitness influencer Steve Cook.

Being in the right place at the right time. Steve's origin story and how he got into the fitness industry. (2:05)
Being in a good space yourself to find that right person. (12:40)
His start in male physique competitions and dealing with the politics involved. (14:16)
The massive role genetics play. (27:36)
Starting his vlog and when his business started taking off. (30:28)
The apple sauce and peas & carrots of social media. (34:42)
His experience working on the Biggest Loser. (38:02)
Finding himself in a rebranding phase and examining his life during the pandemic. (52:19)
Future fatherhood, being aligned with your partner and potentially leaving the country. (1:02:08)
Why so much of health is community. (1:09:45)
Have his views on health & fitness changed post-COVID? (1:13:18)
The evolution of his training. (1:14:21)
Why he has no problem NOT posting. (1:16:01)
The journey behind creating the Fitness Culture App. (1:17:20)
From LA to St. George. (1:23:00)
The most misunderstood thing about him. (1:25:05)
Did insecurities drive him to the gym? (1:26:08)
What traits from his dad will he transfer to his kids? (1:27:18)
His relationship with money and the challenge of people-pleasing. (1:29:33)
Enjoy the process. (1:32:54)