Joey Swoll vs. The Internet: What Just Happened?

Joey Swoll built his empire on positivity. The self-styled “CEO of Gym Positivity” became famous for calling out bad gym etiquette and preaching respect in the weight room. But last week, he learned the hard way that in 2025, social media can turn on you faster than a cheap cable machine.

When wrestling legend Hulk Hogan died on July 24, Swoll thought he’d honour him with a throwback clip of himself dressed as Hogan: yellow tank, bandana, the whole bit. He said the costume was a gift from the man himself. Problem is, Hogan’s legacy isn’t all 24-inch pythons and “brother” catchphrases. There’s a messy history there – racism scandals, steroid use, sex tapes – and a lot of people weren’t in the mood to see their gym hero play dress-up.

Then it got worse. While defending his post in a livestream, Swoll used the term “coloured” instead of “person of colour.” Cue the full internet pile-on. Within hours he’d deleted the tribute, posted an apology, and dropped a dramatic “I am done” announcement, claiming threats and abuse had spilled over onto his family.

Four days later… he was back. Swoll re-emerged on August 1 with a defiant post: “I’m not going anywhere. You’re not going to cancel me.” His message? You don’t need to be perfect – just better than yesterday.

Whether you see him as a straight-shooter or a guy who got caught playing hero to the wrong villain, the whole thing’s a reminder: if you’re in the fitness game, your reputation is as important as your deadlift PR. Do your research before you hit post.

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