Thread by @theharut

This is Brian "Liver King" Johnson.

He made millions eating raw organs and claiming to be "ancestral."

But when the truth came out, everything fell apart.

From steroids to threatening Joe Rogan…

Here's the insane downfall of the internet's most controversial fitness guru:

In 2021, Johnson exploded on social media with a simple promise:

Eat like your ancestors, live like a king.

His daily routine was extreme:

• Raw liver for breakfast
• Bull testicles for lunch
• Bone marrow for dinner

His ripped physique at 47 seemed to prove it worked.

The results were immediate:

3 million Instagram followers in 18 months.

Millions in supplement sales.

A fitness empire built on one core message: "Modern life is killing your masculinity."

He wasn't just selling a diet… he was showing a new way of living.

But in 2022, everything changed.

Leaked emails revealed Johnson was spending $11,000 per month on steroids and human growth hormone.

The same guy preaching "ancestral living"…

Was injecting himself with drugs his ancestors never heard of.

The internet exploded.

Joe Rogan called him out on his podcast.

Fitness experts destroyed his credibility.

Johnson initially denied everything, then finally admitted the truth:

"I f*cked up. The Liver King persona was an experiment to inspire young men."

And then it got worse.

Last week, Johnson allegedly threatened Joe Rogan and his family.

The FBI is now investigating.

The guy who claimed to represent "primal masculinity" is now facing federal charges.

Here's the lesson everyone should take from this:

Your reputation is your greatest asset.

It takes years to build and seconds to destroy.

Johnson made millions by building a brand around one thing: authenticity.

But when people discovered it was all a lie, everything collapsed.

The people who win long term?

They build brands on truth, not performance.

And if you want to learn exactly how to build a (profitable) brand that is authentically you…

Follow me @theharut.