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From the Liver King to ultramarathons, fitness influencers are glorifying extreme masculinity where ‘pain is the point’

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gym man
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A new Netflix documentary about a shirtless supplement salesman who claimed to be “natural” and was exposed as a fraud might seem like a punchline.

But Untold: The Liver King is more than just a character study of a well-known fitness influencer; it’s a case study of performative masculinity in the world of social media.

Brian Johnson, better known as the Liver King, built a brand on extreme workouts, eating raw organ meat, and evangelizing about masculinity. He preached “ancestral living” and radical self-control, all while secretly using steroids.

And his rapid rise to popularity reveals how social media rewards the spectacle of hypermasculinity—especially when it leans into extreme behaviors.

Extreme self-discipline, extreme exercise, extreme eating and extreme “wellness” have all become forms of public performance on social media.

From influencers pushing steroids or “wellness” lifestyles, to the growing popularity of ultramarathons, a new model of masculinity is going viral: control your body, grit through pain, work out hard, and make sure everyone hears about it.

The rise of ‘discipline content’

Social media apps and websites such as TikTok, YouTube, and Instagram, are flooded with content that frames pain and extreme physical effort as markers of masculine worth.

One analysis of male fitness YouTubers found they established authority and discipline through a mix of visible physical strength and affiliations with commercial fitness brands. In some cases, the influencers explicitly listed their personal records or showcased their physique post-training as proof of their “masculinity” and discipline.

Influencers also often frame extreme leanness and muscularity as indicators of moral virtue and discipline, even when achieving it has taken a negative physical or mental toll on them. The look of discipline has become more valuable than the outcome of it.

Posts are often wrapped in the language of “resilience,” “discipline” and militaristic rhetoric. Men are told to “go to war” in the gym, to “stay hard,” and to generally treat life like a battlefield.

What’s being sold isn’t stoicism: it’s pseudo-stoicism—a term researchers have coined to describe emotional suppression masquerading as strength and discipline.

Pain is the point

Strava’s 2023 Year in Sport report found Gen Z athletes are 31% less likely to exercise for health reasons compared to older generations. Instead, they are more likely to train with a focus on athletic performance—that is, to push their physical limits, improve metrics such as speed or distance, and outperform others.

The same report shows a surge in extreme endurance activity. Compared to 2023 data, uploads (activities shared with others) of gravel bike rides grew 55%, trail runs grew 16%, and ultramarathon-style workouts grew by 9%.

Take Nedd Brockmann, who ran across Australia in 2022, and last year ran 1,600 kilometers in ten days to raise money for charity—all while sharing his self-imposed physical torture.

Or take the countless fitness content creators pushing themselves through punishing routines for the camera.

These cases reflect a deeper shift of fitness being turned into spectacle, wherein suffering becomes a sign of legitimacy, and pain is “proof” that you’re serious.

Such extreme content, which is often visually striking, can also be pushed by social media algorithms. Research shows how social media platforms systematically boost content that is intense, emotionally charged, and morally loaded.

In other words, posts that provoke a reaction are more likely to get promoted. And content relating to “wellness” extremism is designed to provoke, as it is visceral, performative, and packed with motivational and self-help anecdotes.

Why this matters

This is a potential public health issue.

Social media platforms amplify and monetize these performances, often pushing the most extreme content to the top. And influencers make money, above the money made directly from these platforms, from selling supplements, gear and coaching plans. At the same time, they act in more and more extreme ways to get further amplified by algorithms.

The risks of this dynamic, for both the viewers and creators, are very real. They range from hormone damage, to mental and physical decline, to injury, and even death.

But there is also a deeper ideological harm, as young men are fed a narrow and punishing idea of what it means to be a man. They are taught pain equals purpose, and that if you’re not suffering, you’re not trying.

Where to from here?

Public health agencies need to reckon with this form of digital hypermasculinity.

Extreme fitness influencers aren’t just poor role models; they’re the product of a system that profits from insecurity and spectacle. The goal shouldn’t be to ban or censor this content. But we do need to challenge its dominance, and offer alternatives.

That means engaging young men in offline spaces, such as the Tomorrow Man project, where they have an outlet for community and relationship building.

It means creating counter-narratives that don’t mock, but model, healthier versions of ambition and masculinity. For instance, the Movember campaign’s podcast Dad in Progress explores the various challenges and experiences faced by new dads.

It also means holding platforms accountable for the way they amplify extreme content.

In the absence of healthier narratives, self-flagellation is the only thing young men will have to aspire to.

Provided by
The Conversation

This article is republished from The Conversation under a Creative Commons license. Read the original article.The Conversation

Citation:
From the Liver King to ultramarathons, fitness influencers are glorifying extreme masculinity where ‘pain is the point’ (2025, May 20)
retrieved 21 May 2025
from https://phys.org/news/2025-05-liver-king-ultramarathons-glorifying-extreme.html

This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no
part may be reproduced without the written permission. The content is provided for information purposes only.





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Jenna Ibieta named head coach of Loyola indoor, beach volleyball programs – Crescent City Sports

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Jenna Ibieta steps into her new role after earning SSAC Assistant Coach of the Year honors in November

NEW ORLEANS – The Loyola University New Orleans indoor and beach volleyball program has a familiar face grabbing the reins, as Jenna Ibieta was named the new head coach for the two teams, Assistant Vice President of Athletics Brett Simpson announced Wednesday. Ibieta made the move to her new role after serving as assistant coach for the indoor fall 2025 season.

She’s the eighth head coach in program history.

“We’re excited to announce Jenna Ibieta as our next Head Volleyball Coach at Loyola University New Orleans,” Simpson said. “Jenna has already made a significant impact on our program through her leadership and deep understanding of the game, earning SSAC Assistant Coach of the Year honors this past season. With head coaching experience at the high school level, extensive club coaching in New Orleans, and a strong background as a student-athlete at Tulane, she is well-positioned to lead our program forward and build on our recent success.

Ibieta joined the Wolf Pack in May and helped the indoor team collect 29 wins, the second-most in program wins, the program’s first SSAC Championship title, and the second NAIA national tournament appearance in three years. She was also named the SSAC Assistant Coach of the Year.

“This is home for me, and I’m incredibly grateful for the opportunity to lead these programs,” Ibieta said. “What last season’s group accomplished set a strong foundation, and with a talented recruiting class coming in, I’m excited to continue building a culture grounded in excellence. I’m looking forward to what’s ahead and honored to be part of the ongoing growth and success of the Indoor and Beach programs.”

Ibieta’s roles with the program have been leading the recruiting efforts, player development, travel logistics, and on-court training, with a focus on offensive systems. She coached five members of the SSAC All-Conference team, including SSAC Freshman and Attacker of the Year Isis Harink, all-conference first-teamers Alexa Palmer and Kala Emanuelli, along with Harink, and members of the second team: Ivana De Carvalho Peixe and Samantha Guillotte.

Before joining the Loyola staff, Ibieta spent the four years prior in Lafayette, serving as the Head Volleyball Coach at Acadiana High School (2024–2025) and Sacred Heart Grand Coteau (2021–2024), while also working as an Admissions Coordinator. She brings additional experience from the club volleyball scene, having coached with the Cajun Elite and Louisiana Volleyball programs during that four-year stretch.

A former collegiate setter at Tulane University (2017–2019), Ibieta tallied 1,497 assists and 556 digs over her career. She was named to the All-State Sugar Bowl Collegiate Classic All-Tournament Team, was a member of the Tulane Athletic 3.0 Club, and earned American Athletic Conference All-Academic Team honors in 2018–2019. She holds a B.S. in Communications with minors in Sociology and Business.

Ibieta’s volleyball roots run deep. As a standout player at Metairie Park Country Day, she led her team to four LHSAA State Championships (2012–2014, 2016) and was named Louisiana Miss Volleyball in 2016. She holds the school record with over 5,000 career assists and was a four-time all-state selection. Her coaching journey began early, contributing to NOLA Volleyball during her high school and college years.

Volleyball excellence runs in the family, too. Her mother, Julie Stempel Ibieta, is a former LSU volleyball standout and co-director of NOLA Volleyball. Her father, Juan Ibieta, played baseball at Tulane. Her brothers, Justin and Jake, are also involved in collegiate athletics — Justin as a graduate assistant with Tulane Football and Jake as a member of the LSU football team.

A reception to introduce Coach Ibieta will take place at 12:30 p.m. on Monday, Jan. 12, in the University Sports Complex’s Hall of Fame Room.



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Two Scholar Athletes Highlight Academic Awards for Hornet Volleyball

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Women’s Volleyball | 1/7/2026 2:00:00 PM

January 7, 2026 – Emporia State volleyball had two MIAA Scholar Athletes and six players in total earn MIAA Academic recognition for the 2025 season.
 
Mia Frisbie and Brailee Bogle were both MIAA Scholar Athletes for their performance on the court and in the classroom, as both were named Honorable Mention All-MIAA for the 2025 season.
 
Along with Frisbie and Bogle, Brenna Smith, Willow Deckinger, Sydney Fiatte and Camilla Ossola were named to the MIAA Academic Honor Roll. All six players earned their second career recognition on the Academic Honor Roll.
 
To be recognized on the Academic Honor Roll, one must have a grade point average used by the institution for purposes of NCAA academic certification of 3.00 at the certifying member institution. The individual must also have at least two terms of attendance at the certifying member institution, excluding summer terms.
 
To qualify as a Scholar-Athlete an individual must have a grade point average used by the institution for purposes of NCAA academic certification of 3.50 at the certifying member institution. The student-athlete must have at least two terms of attendance at the certifying member institution, excluding summer terms. If competing in a championship sport of the MIAA, the student-athlete must also earn All-MIAA honors from the 2024 season. 
 
MIAA Scholar Athletes





Mia Frisbie Sophomore 3.98 Health & Human Perf. Overland Park, Kan.
Braile Bogle Junior 3.55 Biology Wichita, Kan.

MIAA Academic Honor Roll









Mia Frisbie Sophomore 3.98 Health & Human Perf. Overland Park, Kan.
Brenna Smith Sophomore 3.84 Health & Human Perf. St. Mary’s, Kan.
Willow Deckinger Sophomore 3.76 English Wichita, Kan.
Sydney Fiatte Senior 3.73 Health & Human Perf. Shawnee, Kan.
Camilla Ossola Senior 3.72 Biology Gavirate, Italy
Braile Bogle Junior 3.55 Biology Wichita, Kan.

 



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No. 7 Ramblers Start Season at No. 2 Rainbow Warriors

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LEADING OFF 
No. 7 Loyola Chicago opens its 2026 season with a two-match series at No. 2 Hawai’i on Thursday, Jan. 8 and Friday, Jan. 9. First serve for both matches is set for 11 p.m. CT.  

QUICK HITS 

  • Loyola headlines the MIVA conference in the preseason poll; Ryan McElligott, Daniel Fabikovic and Aleksander Sosa tabbed Preseason All-MIVA. The Ramblers were picked seventh in the AVCA Preseason Poll. 
  • McElligott finished 2025 as both the MIVA and NCAA assists leader, averaging 10.9 per set.  
  • The Ramblers returned 15 student-athletes and welcomed five new faces, including two freshmen and three transfers.  
  • Assistant coach Dalton Solbrig lettered four years for the Rainbow Warriors from 2016-19. He was a member of two NCAA Tournament teams, including the national runner-up squad in 2019. 
  • Head coach Shane Davis enters his 14th season at Loyola, sporting a 289-92 (.759) career record. In his first season back, Davis led the Ramblers to a 25-4 ledger, their fourth MIVA Tournament title and fourth NCAA Tournament berth. 
  • 2026 marks the 30th anniversary of Loyola’s men’s volleyball program, which is home to two of the university’s three NCAA national championship titles.  

SCOUTING REPORT 
Hawai’i kicked off its season with a two-match series sweep of NJIT (Jan. 2, Jan. 4), in which sophomore opposite Kristian Titriyski combined for 23 kills on .438 hitting. The 6-foot-8 Bulgarian national added five service aces against NJIT. As a team, the Rainbow Warriors hit .517 in both matches. Junior setter Tread Rosenthal led each match in assists, recording 26 in the first and 30 in the rematch. He also contributed 11 total blocks across the series.  

Head coach Charlie Wade entered his 17th season at the helm of the program and boasts a 321-131 career record at Hawai’i. Last season, he led the Rainbow Warriors to their fourth overall Big West Tournament title and 10th NCAA Tournament appearance.  

 

SERIES HISTORY  

The Rainbow Warriors lead the all-time series, 13-3, with the Ramblers and are 12-3 at home against the MIVA opponent. In their last meeting, Loyola left Hawai’i 1-1 after falling 3-0 in match one then taking the second in a five-set thriller. This year’s two-match series marks Davis’ 11th overall matchup against Hawai’i, and his fifth as head coach.  

FOLLOW THE ACTION 

Stream both matches on ESPN+. Follow men’s volleyball on Instagram and X @RamblersMVB for in-game updates. 



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South Tahoe High School graduate completes first year as NCAA Division I university head volleyball coach

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Shawn McLaughlin has just completed his first year as volleyball head coach at Lehigh University
Provided/Shawn McLaughlin

SOUTH LAKE TAHOE, Calif. – For Shawn McLaughlin, a South Lake Tahoe native, being part of a team was something that came naturally. 

Growing up in Tahoe, McLaughlin was accustomed to community involvement, watching as his father coached track and eventually varsity volleyball as the head coach at George Whittell High School. 

“I used to joke that I was the youngest assistant coach in the country,” said McLaughlin. “I would just go around and help him keep stats.”



McLaughlin’s father was extremely successful as head volleyball coach, going on to win several state championships over his 18-year run at both Whittell and South Tahoe High Schools, allowing McLaughlin the opportunity to find interest in following in his footsteps. 

Playing volleyball throughout his school years, McLaughlin was also part of a junior club team in the Bay Area before going on to play varsity volleyball at Lindenwood University in St. Louis. 



After graduating from college, McLaughlin started volunteer coaching at a number of different schools including UC Davis, University of Nevada, Reno, University of the Incarnate Word, and more all around the country. 

“My dad had a huge impact on my wanting to coach,” McLaughlin said, and pretty early on, he determined that a career in education was the direction he wanted to go in. “Volleyball is my means, in education, in growth and learning. I’ve always loved that element and I think that’s part of the reason that coaching has gone the way it’s gone.”

Among McLaughlin’s accomplishments, he brought many teams to their national tournaments through the club ranks. In addition, he won gold in 2014 at the USA Volleyball Junior National in 14’s USA. In terms of college, he’s been coaching for 15 years, winning several conference championships and attending the National Collegiate Athletic Association (NCAA) tournament several times. 

En route to becoming a Division I (D-I) coach, the opportunity presented itself in the form of his father running a club and bringing in college coaches.

“One of the coaches he brought in was Jamie Holmes, she was at UC Davis. I approached her and said ‘How do I get into this?’ and she said, ‘come be my volunteer,’” said McLaughlin. “It was a great start to my program and a great start to my career and that pushed me into the rest of it.”

McLaughlin is now in his first headcoaching opportunity at Lehigh University, a D-I school in Pennsylvania, and with his first year completed, the competitive program is allowing him to utilize the skills he’s learned over the years assisting other D-I coaches. “Now this is my opportunity to be super successful and to run my own ship.”

McLaughlin aims to focus on the development of the holistic student athlete
Provided/Shawn McLaughlin

Despite suffering a major injury, his team was still able to overcome adversity and make it to the Patriot League Tournament, an unprecedented accomplishment for Lehigh. 

“I think 2026 could be a really fun year for this team,” added McLaughlin, and with seven seniors on the team, they are striving to be victorious. 

Although McLaughlin is now soaring high as head coach, he doesn’t forget his roots, and continues to return to South Lake Tahoe every Christmas.

“[South Lake Tahoe] is one of the best places in the world to grow up. It’s also a very active community,” McLaughlin said. “It’s just home. It still feels like home to me.” 





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What is LOVB? 2026 pro volleyball preview, rosters and what to expect

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Jan. 7, 2026, 6:02 a.m. ET





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National Finalists Unveil 2026 LMU Beach Volleyball Schedule

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LOS ANGELES – The six-time defending West Coast Conference Champions and 2025 NCAA Tournament finalists look to continue to rewrite history this spring. The LMU beach volleyball team, ranked second in the nation to close out last season, has announced the completed schedule for the 2026 season.
 
The Lions will once again open play at the Hawaii’s OUTRIGGER Duke Kahanamoku Beach Classic in a loaded field that features games against Cal, USC, UCLA, Texas, Stanford, and Hawaii over three days in February. Last season, LMU went 5-1 in the opening event at Queen’s Beach.
 
LMU will make their home debuts on Feb. 27 and 28, hosting Concordia, Long Beach State, Boise State, and CSUN on the LMU Beach Volleyball Courts on campus.
 
The next two weekends will feature Friday and Saturday matches in Long Beach and Manhattan Beach to begin March.
 
The Lions return home for a single battle against Concordia on March 20 before heading to Malibu for Saturday matches against Pepperdine and Tulane.
 
The next three weekends feature travel to Santa Cruz, Tallahassee, then San Luis Obispo.
 
The final regular season competion returns to campus for home matches against USC, CSUN, and Grand Canyon on April 17-18.

The West Coast Conference Championship returns to Ocean Park Beach in Santa Monica from April 23-24, 2026.

 

The NCAA Championships will once again be played in Gulf Shores, Ala., from May 1-3, 2026, to determine the National Champion.

 

All home matches are free to attend this season on LMU’s campus.

 

Donate Today:

Fans interested in making a contribution to the Lions Athletic Fund can do so by clicking here. Your gift will help provide a transformational student-athlete experience athletically, academically, and culturally for every LMU student-athlete. We appreciate your continued support of LMU Athletics. 

 

Follow Along With The Action:

For complete coverage of Loyola Marymount University athletics, visit LMULions.com. We encourage you to follow along with all the action on social media as well. Follow along by following us on Twitter, liking us on Facebook, and following us on Instagram.

 





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