Espresso: James Smith Why Clapham Fitness Influencers are RUINING the World + Declinism

0:06Kleinism, people seeing the negative outlook of the future. like the world technically hasn't ever been as good as it is now we just don't get that news from media outlets but there's no sure clapham influences it's crazy people have become a product of their environment so for instance you know eddie abu yeah a few years ago his content was really quite sensible and the things he said was really quite reasonable but then he would have portrayed a character and then got feedback from the audience so for instance i had this a little bit where I would say things online and then of course I want to fucking twat and people are like oh yeah fucking twat and then you're like oh cool I'll swear and then you get angry and you do something you get like a response but then you have to rein it in so that you're not a product of the people Eddie Abbo is just a product of what people want he screams at something in a supermarket he gets more attention so he does it more then he gets a gingerbread man and calls it an obscenity and people like it and they they g him up and then he starts wearing disguises then starts going in then starts who you never really want to become a product of the people however a lot of modern day influencers are becoming exactly that.

1:09They think people want a certain character or persona online, so they try and embody it. So for instance, they think they need to be perfect. They need to have all of their food prepped. So many of them don't realize they're actually alienating themselves from the people they want to do business with. Because you and I could need maybe a well-educated, level-headed coach to help us with our diet, nutrition, and training. But when we see them doing a workout at 4.45 in the morning, or we see them with their perfectly you created meal prep for the week it actually makes us go this person does not understand me but if you saw a pt that was like fucking hell i've got a hangover i've got seven clients tomorrow how the hell am i going to make it into work it's marketing isn't it yeah you probably go this is probably the pt for me and i think this is again why maybe my brand did potentially better than uh others because i've been open about all the skeletons in my closet you know guys i did take recreational drugs the whole way through my 20s but the majority of people in their 20s and 30s have done that i mean look at london for instance which is probably one of the best economic climates to go after if you were to say to someone like i drink a little bit too much my diet has room for improvement and you know once to three times a year i'll probably get on the bags of people for a special occasion people go yeah that sounds about right not a pt that goes uh i don't drink i've never drunk because uh alcohol is a toxin and toxins are you're like fuck off mate this person doesn't understand me and empathy is such a big part of people wanting to improve themselves the person that helps someone improve themselves has to have something in common with them the honest marketing is empathy and what's coming to mind now as i'm thinking of the i think the one to three times a year no no no no no but the uh the yeah the elbow now but the the when you i think you put up a picture of your fucking derby and you're like yeah i'm a bit fat right now you know what i mean and i thought and i was like fuck me that is relatable because i've just smashed a load of maccas on the weekend i was thinking fucking out and then the other day I pulled up a clip um of this like it was yeah clapping based fitness influencer and I was thinking is this fucking society up like genuinely because it was like I think it was a picture of them as a couple and they were so say I had the camera that you had the camera they'd done so say um you're my partner right they were going right we're going to work now kiss and then it goes right she's gone to work and they added this into this uh reel and it's He goes, I did my run, then I had my oats, then I did another workout, then I did my oats, then I had more fucking oats, then another workout.

3:34I was like, this is fucked because it's like if someone's doing a 20-minute hit sesh or whatever or an hour's gym sesh, like the benchmark for, like if you're not doing a sub three marathon now from all these fuckers running around Battersea Park, it's like you're shit. Do you know what I mean? And I'd love to know how that's sort of influencing declinism. Do you know what I mean? It's interesting as well because so many people watching are just thinking, you're Bellend. You're probably just going to throw it out there. And then the creator sees that and goes, oh, that one did twice as many views.

4:05And people are literally like, oh, look at this fucking dickhead. Yes. Oh, morning run friends, run club. They're like, you fucking idiot. Like Bevo, for instance. One of the classic, do you know Bevo? No. Dinner, you boys know him? So there's a guy on TikTok called Bevo, you know him? So he used to eat food in front of camera and there's one video of him choking on a roast potato because he bites his food once and swallows it. Real weird eating pattern. It got like 30 million views. So then he became super famous from eating roast dinners. Right. He sits there and he goes, you know the rules and he starts eating and he just takes one bite and swallows it.

4:41And sometimes he goes, and then he's getting nightclub appearances now at the moment. People are booking him to come in and he's a joke, but he doesn't realize he's a joke. So it's David Brent, isn't it? It's literally David Brent. Who was the other geezer? with the, was it, you got no fans? You know, the Wilson Raider, like he was doing club nights. So sometimes people can get caught up with the result of that. I very much doubt someone's gonna go, hey mate, I just saw your morning run. I wanna use you as a coach. You know, the transparency thing as well. I actually gain and lose weight throughout the year.

5:12And the crazy thing is I've spoken about this trifecta where you've got business, body and relationships. Only two in my life can go well at the same time. So for this trip back home, my body's suffering, but my business and relationships are doing well. I'm spending time with my family and I'm doing a lot of podcasts. When I go home, I'm going to give up a little bit of my business and a little bit of my relationships because I'm away from home and I'm not going to be in the podcast sense, but then I can work on my body. And it's very difficult to balance all three at the same time. But then let's say I go home at the end of this month and I'm four kilograms overweight.

5:43I could just, I've made more money this month than I've made in my life. Cool. You know, what would I rather have? The perfect physique or the well performing month? And I think people just need to understand that we do go through cyclical seasons. Not necessarily a cut in bulk, but you need periods where you're unhealthily obsessed with work, then you don't touch a laptop for two weeks. This monotone expectation of physique, of business, of relationships, it's just unrealistic. You need to go through times that you don't drink for three months, then you're a bored and iron alcoholic around Christmas.

6:11It's just part of kind of human nature. Sometimes, I'm sure we've all done this in the room, you're like, I'm going to start eating better tomorrow. So today I'm going to eat so much fast food, it repulses me. I'm going to Bruce Bogtrot other shit out of it and eat so much cake I can't even look at a chocolate cake for two months and I think that people need to show the ebbs and the flows because social media to me the biggest problem with it is people are showing the best sides of themselves and make it even worse there's a creator called GoobU2 and he calls out people for editing their photos this week he caught a Mr.

6:42Olympia world champion editing his photos this guy quite literally got the top accolade for physiques in the fucking universe and he's editing his photos to make his delta bigger. Thank you so much for listening to that espresso. I hope you enjoyed your morning coffee and are ready for the day. Let's be having you, boy. And please do subscribe, follow the podcast, share this espresso on WhatsApp if you liked it. And also there's a link to our newsletter in the show description. I spend 15 hours toiling and writing this bad boy. It's full of wonderful wisdom from the biggest names in food and drink.

7:19You're not going to get these in a business book. So please subscribe and thank me later. Two months free. Yeah, that's what Espresso sponsors Unleashed are offering. They are supply chain gurus and offer inventory management that talks to your e-com and accounting software. It's helped Ireland's cut admin time in half. Get granular clarity on your margins. Know where your stock is. Don't miss availability. brands like candy kittens tarquins gin minor figures and trip all use unleashed and i reckon you should too as i said two months free in the show notes click there and you're gonna get two months for free