The Rise and Fall of Brian Johnson—A.K.A.“Liver King”

At the pinnacle of his fame, Brian Johnson, better known as the “Liver King,” seemed to encapsulate the essence of the modern fitness celebrity: rugged, primal, and unapologetically radical.

With his viral posts showcasing raw organs and “ancestral” workouts, he attracted a massive following.

However, beneath the surface of this viral persona lay a darker narrative—one of deception, collapse, and dramatic allegations that could rival any Hollywood script.

Brian Johnson launched his brand on a simple, provocative premise: live like our ancestors, eat like them, and train like them.

He touted a lifestyle built around nine “ancestral tenets,” which included consuming raw liver and testicles, engaging in intense training, minimizing sleep, and rejecting processed foods.

According to Johnson, adhering to these principles could help anyone achieve a physique similar to his chiseled form.

His company, Ancestral Supplements, reportedly generated tens of millions of dollars as his image soared.

Followers marveled at the “primal king” routine, which was bizarre enough to stand out and exciting enough to garner clicks, sponsorships, and a dedicated audience.

Johnson’s persona broke the mold of typical fitness influencers, positioning him as a leader in the burgeoning movement of ancestral health.

The cracks in Liver King’s facade began to show when leaked emails revealed the truth: Johnson was spending approximately $11,000 a month on steroids and growth hormones, directly contradicting his public claims that his physique was achieved purely through “ancestral” means.

His subsequent confession video—filled with tears and apparent regret—came too late for many devoted followers.

“I lied,” he admitted, a statement that would reverberate through the fitness community.

The fallout was rapid and severe.

Johnson became a target of social media ridicule, faced financial lawsuits—including a proposed $25 million claim from disgruntled customers—and suffered significant damage to his credibility.

The Liver King, once a quirky brand, had transformed into a cautionary tale of deception.

The backlash against Johnson was intensified by several intertwined factors:

Hypocrisy and Deception: He preached authenticity and primitive discipline while hiding behind pharmaceutical shortcuts.This betrayal struck a chord in influencer culture, where authenticity is paramount.
Dangerous Messaging: Experts warned that his raw-meat and organ diet lacked scientific backing and could pose health risks.The extreme nature of his recommendations raised alarms among nutritionists and health professionals.
Brand Built on Extremity: Johnson’s outrageous stunts—such as sleeping on a wooden plank without a mattress and consuming raw bull testicles—initially attracted fascination.However, when the scandal broke, these same stunts became fodder for mockery.
Influencer Ecosystem’s Backlash: Prominent figures in the fitness world, including Joe Rogan, publicly criticized Johnson for his misleading claims.This shift turned him from a quirky leader into a laughingstock in certain circles.

From ironic memes to serious discussions about influencer responsibility, Liver King became a flashpoint for broader anxieties surrounding the social-media fitness industry.

In June 2025, Johnson’s saga took an unexpected turn.

He posted a bizarre, shirtless video on Instagram, wearing a wolf-skin headdress and brandishing what appeared to be golden guns.

In the video, he declared to Joe Rogan, “Man to man, I’m picking a fight with you.”

This alarming post prompted police in Austin, Texas, to check on Rogan, who stated he had never met Johnson but found the posts threatening.

Johnson was subsequently arrested at the Four Seasons hotel in Austin on a warrant for making a “terroristic threat,” a Class B misdemeanor under Texas law.

He posted bail set at $20,000, with conditions that included a mental health evaluation and no contact with Rogan or his family.

The man who once sold raw liver and embraced a primal ethos was now a headline for threats, arrests, and a spiraling downfall.

The saga of Liver King extends beyond the story of one influencer’s downfall; it serves as a cultural commentary on several pressing issues:

The Perils of Influencer Authenticity: Johnson’s collapse illustrates how fragile personal brands built on “truth” become when the truth is revealed as a lie.
Fitness Culture’s Wild Extremes: The rise of raw-meat diets and extreme lifestyle marketing highlights the risks associated with promoting dangerous behaviors as aspirational.
Accountability in Supplement Claims: Johnson marketed a dream of “natural strength” but relied on pharmaceuticals, raising questions about regulation and ethical boundaries in influencer marketing.
Mental Health and Personality Collapse: Observers speculated that Johnson’s public outbursts were fueled by drug use, ego collapse, or an identity crisis, further complicating the narrative.
Power of Celebrity Feuds: Johnson’s conflict with Rogan exemplified how influencer drama can escalate quickly, with one public figure calling out another leading to rapid consequences.

The rise and fall of Brian Johnson is dramatic in every sense—hubris, exposure, downfall, and arrest.

He preached war-like strength, raw organs, and ancestral purity, but behind the wolf-skin and “king” persona was a man desperately chasing an image—one that ultimately led to public humiliation and legal trouble.

Whether Johnson redeems himself or fades into obscurity remains to be seen.

His story will undoubtedly be studied within influencer culture as a case study of what happens when a brand is built on spectacle, truth is concealed, and one dares to challenge the very figures who once supported them.

The Liver King’s legacy may serve as a stark reminder of the fine line between authenticity and deception in the ever-evolving landscape of social media and fitness culture.