James Smith is one of the internet’s most unapologetic voices on fitness and modern culture. Known for cutting through online noise with blunt honesty, James has built a global audience by challenging misinformation, calling out performative success, and prioritising action over aesthetics. In this episode, he unpacks content creation, monetisation, virality, and personal responsibility offering a grounded perspective on what it actually takes to build influence, credibility, and a meaningful personal brand in today’s digital landscape.

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(00:00) Introduction(09:12) Calling Out Internet Bullshit(21:30) From Overweight to Unapologetic(33:40) Why Hot Takes Cut Through(47:10) Views vs Conversions(1:00:29) Monetisation Without Killing the Magic(1:12:45) Niches, Scale, and Thinking Bigger(1:25:30) Engineering Virality(1:38:20) The Reps No One Sees(1:49:20) Why You Can't Outsource Authenticity(2:04:31) Building Influence Through Obsession(2:17:40) Taking Agency Over Your Life