Lately, morning routines have taken on a life of their own. Social media is flooded with influencers pushing early alarms, cold plunges, and carefully planned habits. They all promise more success, better focus, and a stronger sense of self, as long as you can get out of bed before the sun rises and grind.
But last month, that pressure hit a new high when fitness influencer Ashton Hall’s morning routine went viral. In the now-famous video, Hall wakes up at 3:52 a.m., dunks his face in ice water, rubs banana peel on his face, journals, meditates, and powers through multiple workouts before most people have had their first sip of coffee. In the background, female staff demurely hand him towels and prepare his meals. Their presence is reduced to hands passing him Saratoga water bottles.
In the caption, Hall credits his routine with changing his life. He warns that “sin lives late at night” and encourages followers to bring discipline back into their lives by starting the day strong.
You’ve probably seen the video. It has over a billion views and sparked countless reactions. Some people wonder if it’s meant to be a joke or a form of engagement farming.
But, regardless, behind all the over-the-top visuals is a bigger problem. The video might seem exaggerated, but it reflects a growing trend in hustle culture and how we talk about masculinity online. And that trend has real consequences.
How Fitness Bro Culture Went Mainstream Thanks to Social Media
America’s obsession with fitness and physical appearance is nothing new. For a long time, that focus mostly targeted women. But in the ’70s and ’80s, public figures like Arnold Schwarzenegger made bodybuilding more popular. Then brands like Calvin Klein helped turn the male body into something to admire and sell.
By the ’90s, chiseled abs and giant biceps became the new standard. When social media entered the picture, those pressures got even stronger. Instead of just seeing a few celebrities, we now scroll past thousands of influencers every day showing us what we are “supposed” to look like.
And it’s no longer just about looks. Today’s fitness creators are selling a whole lifestyle that includes mindset, supplements, and routines. What starts out as motivation often turns into a never-ending loop of comparison and consumption. You start measuring your worth by how early you wake up or how perfect your body looks.
Why Ashton Hall’s Viral Video Represents a Problematic Trend
Yes, it’s easy to laugh at Hall’s video. The ice baths, the faceless girlfriend delivering breakfast, the outlandish aesthetic. But a lot of young men are not laughing. They are watching, and in many cases, they are internalizing the message. This kind of content speaks directly to those who feel lost, stuck, or unsure of who they are. It offers a simple and tempting solution: follow this routine, and everything will fall into place.
1. It promotes an unrealistic standard of masculinity.
Hall’s routine, with 3:52 a.m. wake-ups, multiple workouts, and a constant drive to be better, is not just extreme. It is impossible for most guys who have jobs, families, and responsibilities. Most people simply do not have the time or energy to focus on themselves for hours before sunrise. Treating this routine as the standard just leads to guilt and feeling like a failure. It sends the message that if you are not living like this, you are not doing life right.
2. It narrows manhood down to one path.
These kinds of routines are appealing for a reason. Many men today are facing loneliness, job burnout, and mental health struggles. College enrollment is down, and fewer people feel satisfied in their careers. In that space, influencers step in with an easy answer. They say if you build the body and follow the rules, your purpose will follow.
But that is a shallow version of manhood. It turns masculinity into a checklist and leaves out the deeper things like emotional growth, relationships, and being human. These videos suggest that success and worth only come from waking up earlier, working harder, and living a picture-perfect lifestyle. And when big, systemic problems are boiled down to “you just didn’t try hard enough,” it becomes toxic.
3. It can leave men feeling worse, not better.
Sure, a few people might find this content motivating. But for many, it makes them feel like they are always falling behind. Comparing yourself to influencers who showcase their filtered luxury lifestyles, perfect bodies, and passive income can naturally lead to shame and frustration. Research shows that “fitspiration” content, especially the kind that highlights hyper-muscular bodies, can hurt men’s self-esteem. What starts out as inspiration can quickly turn into self-judgment.
The Bigger Picture
There’s nothing wrong with being disciplined, taking care of your health, or wanting to improve your life. But when those values turn into a performance or a strict mold, it becomes harmful. Ashton Hall’s viral video is just one flashy example, but it speaks to a larger pattern.
Young men need more than algorithm-approved role models and fitness hacks. They need space to be human, to figure life out without being shamed for it. They need to see that strength can also mean being soft, being honest, and being real. And they need to know that waking up at 4 a.m. and taking face baths is not what makes someone a man.
