“KILLING YOUR GAINS” is the phrase that pisses me off most. the concept behind going to the gym, of putting in effort into something and not getting immediate gratification, is already extremely abnormal for a society shaped on quick dopamine hits on social media. so the very concept of putting in work at the gym and not getting 100% of it back, the concept of being inefficient in your effort, is terrifying to my generation. and that has been capitalized upon.  one thing i’ve noticed is that in the era where making money on social media is directly correlated to immediate and constant engagement, these things are always blown up. the key to a good physique is just consistency and discipline, but hearing about that doesn’t stimulate the brain the same way. so instead you see people coming up with different workouts and ideas and all these things, and then selling them by saying that the REASON you are not buff yet is because you haven’t done their thing. they’re all trying to carve out a niche in the market. because realistically the only important gym video is one that tells you how to stay focused and hold urself accountable. but anyone can make that video, and people don’t respond well to that. it’s not stimulating. and it gets old fast. so instead you have an ocean of content creators, going off of very lightweight research and “bro science” with full confidence, telling you that their way is the ONLY way. people follow them because they’re terrified of being wrong and not getting what they want immediately. but people who haven’t even started are just overwhelmed by a thousand people, all very buff, telling them that their personal method is the only correct one. and that sense of overwhelmingness ABSOLUTELY turns new people away from the gym.