Insider exposes dark fitness industry secrets, from photoshop to shady supplements — and even disordered eating

It seems that Instagram nowadays is flooded with ripped physiques and TikTok is full of “What I eat in a day” videos.

As a result, the impact of fitness influencers on Aussies’ eating habits and body image has never been stronger.

Recent research from The Butterfly Foundation revealed that 59 percent of Australians say diet and fitness content on social media affects how they see themselves, while 63 percent admit to comparing their appearance to what they see online.

But behind the aspirational, time-stamped videos showing “A day on my plate,” experts warn of a darker side to this wellness wave – one that encourages disordered eating, confusion, and unattainable ideals.

Here are five little-known secrets about the fitness industry that experts want you to know.

1. ‘Clean eating’ and ‘diet resets’ are often restriction in disguise

The language people use to talk about dieting is constantly evolving, and there are some common phrases gaining popularity that you should be aware of, as they might not mean exactly what they suggest.

According to eating disorder therapist Jaime Dimarco, “Using the term ‘clean eating,’ ‘healthy eating,’ and ‘diet reset’ are just more acceptable ways creators let their followers know they are heavily restricting their intake because they have body image issues”.

While an influencer’s fans might look to their diets for inspiration, Ms. Dimarco says that behind the scenes, many “have hormone issues, are malnourished and struggle with a silent eating problem”.

Ms. Dimarco, who has been an eating disorder therapist and recovery coach for five years, says that any diet where specific foods are completely avoided (unless for medical reasons) is simply “fearmongering”.

She points out that frequent and public vilification of certain food groups – such as carbs, meat, sugar, and fat – can contribute to widespread disordered eating.

“The truth is, no foods can actually cause health issues on their own … excessive amounts consumed can (just like anything in life),” she explains.

Melissa Wilton, Head of Communications and Engagement at the Butterfly Foundation, echoes this, saying that such messaging “can have a negative impact on our body image and relationships to food, eating, and exercise, because these posts invite comparison, and many people feel guilt or shame if their own intake or exercise regimes doesn’t match up”.

Certain wellness trends, she explains, are often “diet culture in disguise” and can promote the idea that a smaller body weight and size equals health, with food being categorized as ‘good’ and ‘bad’.

This, in turn, can perpetuate the harmful “thin ideal,” fatphobia, weight stigma, body dissatisfaction, and a disordered relationship with food.

“Dieting is the most common form of disordered eating, and the act of starting any diet increases the risk of an eating disorder developing in young people by five times,” she says.

2. Supplement promotions often focus solely on profit

Scroll through any fitness influencer’s page, and you’ll likely see discount codes for supplements promising miraculous results.

But nutritionist and qualified online coach Max Dimarco (who is married to Ms. Dimarco and whose businesses work closely together) urges people to look beyond the tempting deals.

“Many influencers promoting supplements, especially those with larger followings, do so for commission on each sale, not because they genuinely care or even understand what they are promoting,” Mr. Dimarco, who has 13 years in the industry, says.

“There is no such thing as a fat-burning supplement. It’s just an appetite suppressant, typically triggered by caffeine. Yes, a long black could do the same.”

He adds that top-tier influencers are often paid significant sums upfront to promote certain supplement brands, while micro-influencers might do it for free products and the validation of being associated with well-known brands.

“Most of these influencers couldn’t tell you what’s in the supplement or its supposed benefits,” he claims. “They post the script provided for a video but are easily exposed when replying to followers’ comments.”

3. Yes, many people still heavily edit their photos

Even those who seemingly “have it all” feel pressured to edit their images, Ms. Dimarco reveals – even in a world where people are more aware than ever of photo editing.

She explains, “The need to edit photos usually comes from body dysmorphia or the desire to keep up with other influencers who also edit their images.

“It is so accessible now, and because technology is so advanced, an image can be enhanced within seconds. Many influencers have become so skilled at editing that their followers can’t even tell the difference.”

However, this illusion may drive followers, often young and impressionable girls, to adopt overly restrictive diets in an attempt to reach the same standards as their favourite influencer.

4. Not all coaches are qualified to give nutrition advice

The online coaching industry is booming, but Mr. Dimarco warns that many have limited credentials.

“Many give out personalised nutrition advice to clients without the proper qualifications, which is actually illegal,” he explains. “A coach offering nutrition coaching or meal plans must be registered as a qualified Nutritionist or Dietitian. Most coaches out there don’t have these qualifications.”

He advises to watch out for red flags, such as generic meal plans, calorie targets, or strict restrictions, and to always verify a coach’s credentials before committing.

Also, if a coach provides nutritional advice without asking about your menstrual cycle, digestive health, hydration, or mental health related to training and eating, Mr. Dimarco says to steer clear.

“They are neither qualified nor educated enough to give health advice,” he warns. “This can lead to hormone issues, eating disorders, and toxic habits.”

5. Performance-enhancing supplements are widespread

The myth of a “natural” transformation is everywhere but may be seriously misleading, as many fitness influencers secretly use performance-enhancing substances.

Mr. Dimarco says, “It’s more common than most realise. I’d estimate over 90 per cent of popular fitness influencers use them.

“What was once considered a very ‘taboo’ subject is now becoming normal.”

He says there is an increasing number of women using these substances, who claim their results are just due to standard supplements.

“There are many female influencers promoting their body changes as ‘hard work’ or because they started taking creatine. I’ve been in the industry long enough to see the signs from a mile away,” he reveals.

“When you see someone with a dramatic transformation in a short time – especially a huge change in their glute to waist ratio – it’s obvious.

“This is often accompanied by skin issues like severe acne or a deepening voice.”

The hidden use of these enhancements worsens the already unrealistic standards in the fitness community.