<p><strong>Ebenezer Samuel</strong>, Fitness Director of <em>Men’s Health</em>, joins me for a wide-ranging and insightful conversation on the <strong>current and future state of fitness media</strong>, where people learn about training, and how the landscape has shifted dramatically over the last decade.</p><p>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.</p><p>We dive into:<br>• Why we can&#39;t evaluate training purely through the lens of muscle hypertrophy<br>• Whether <strong>“science based lifting”</strong> has become overrated<br>• Why the best approach blends research with lived training experience<br>• How people consume fitness media today vs. ten years ago<br>• Whether fitness social media is now dominated by entertainment over education<br>• Whether people are genuinely learning useful skills from social platforms<br>• Why trust and real relationships matter more than ever in a crowded content world<br>• How generational differences are changing how fitness information spreads<br>• The rise of gatekeepers, algorithmic influence, and AI in shaping the conversation<br>• The future of in-person coaching vs. AI coaching systems<br>• And much more</p><p><br></p><p><strong>CHAPTERS</strong></p><p><br></p><p>01:05 The Problem with Hypertrophy Focus<br>03:20 Science-Based Training Critique<br>05:37 The Role of Research in Fitness<br>12:03 Challenges of Social Media Fitness Content<br>20:18 Evolution of Fitness Information Consumption<br>21:51 RP Strength and Personal Training Insights<br>26:48 Balancing Education and Entertainment in Fitness Content<br>28:18 Generational Shifts in Fitness Media Consumption<br>28:56 The Rise of Social Media and Its Impact on Fitness<br>32:13 The Role of Gatekeepers in Fitness Media<br>41:18 The Influence of AI on Fitness Content<br>45:07 The Future of In-Person Training vs. AI<br>50:40 Concluding Thoughts </p><p><br></p><p><strong>Support The Show</strong></p><p><br></p><p>If this episode helped you, you can help me by:<br>• Subscribing and checking out more episodes<br>• Sharing it on your social media (tag me - I&#39;ll respond)<br>• Sending it to a friend who needs this</p><p><br></p><p><strong>Follow Andrew Coates</strong></p><p><br></p><p>Instagram: @andrewcoatesfitness<br><a href="https://www.andrewcoatesfitness.com" target="_new" rel="noopener">https://www.andrewcoatesfitness.com</a></p><p><br></p><p><strong>Partners and Resources</strong></p><p><br></p><p><strong>RP Strength App (use code COATESRP)</strong><br><a href="https://www.rpstrength.com/coates" target="_new" rel="noopener">https://www.rpstrength.com/coates</a></p><p><strong>Just Bite Me Meals (use code ANDREWCOATESFITNESS for 10% off)</strong><br><a href="https://justbitememeals.com/" target="_new" rel="noopener">https://justbitememeals.com/</a></p><p><strong>MacrosFirst - FREE PREMIUM TRIAL</strong><br>Download MacrosFirst and during setup you’ll be asked <strong>“How did you hear about us?”</strong><br>Type in: <strong>ANDREW</strong></p><p><strong>KNKG Bags (15% off)</strong><br><a href="https://www.knkg.com/Andrew59676" target="_new" rel="noopener">https://www.knkg.com/Andrew59676</a></p><p><strong>Versa Gripps (discount link)</strong><br><a href="https://www.versagripps.com/andrewcoates" target="_new" rel="noopener">https://www.versagripps.com/andrewcoates</a></p><p><strong>TRAINHEROIC - FREE 90-DAY TRIAL (2 steps)</strong></p><ol><li><p>Go to <a href="https://www.trainheroic.com/liftfree" target="_new" rel="noopener">https://www.trainheroic.com/liftfree</a></p></li><li><p>Reply to the email you receive (or email <a href="" rel="noopener">[email protected]</a>) and let them know I sent you</p></li></ol><p><br></p>