If you spend any time on fitness Instagram or YouTube lately, chances are you‘ve come across the "Liver King" and his extreme ancestral lifestyle. With his long hair, giant beard, intense workouts, and diet of raw organ meats, Liver King has created an iconic personal brand and grown a huge, dedicated following.
But how exactly does the man behind the persona – Brian Johnson – make millions promoting the benefits of an ancient way of eating and exercising? Let‘s take a closer look at the keys to Liver King‘s success.
Hustling His Way to the Top
Brian Johnson was born in Tampa, Florida in 1982. After graduating from the University of South Florida in 2006, he started a medical equipment supply company called Anabolic Industries. Brian invested the profits from that first business into stocks and real estate to build his wealth.
In 2017, Liver King founded Ancestral Supplements, a company selling grass-fed beef organs in capsule form. The unusual supplements – like bone marrow, liver, kidney, and heart – are aimed at people adopting an ancestral or "nose-to-tail" carnivore diet.
Within just a few years, Ancestral Supplements was bringing in over $100 million in yearly revenue, according to Brian. While many have questioned the outlandish revenue claims, there‘s no denying the brand‘s supplements are popular in the carnivore and paleo communities.
Explosive Growth on Social Media
But it was Brian‘s Liver King persona that elevated him to fame and fortune. He began posting workout videos and photos of his meat-heavy meals on Instagram in 2019.
Followers were drawn to his intense physical feats and unusual diet of raw liver, bone marrow, testicles and other organ meats. By adopting the brazen, confrontational style of Liver King, Brian stood out in the crowded world of fitness influencers.
| Year | Instagram Followers | YouTube Subscribers |
|---|---|---|
| 2019 | 30,000 | – |
| 2020 | 300,000 | 13,000 |
| 2021 | 1 million | 50,000 |
| 2022 | 1.7 million | 130,000 |
Liver King‘s social media following grew exponentially over the past four years. He now earns big money through brand sponsorships. His rates for a single sponsored Instagram post likely exceed $50,000.
YouTube is another major source of income. Fitness influencer channels can generate over $5 per 1,000 video views from ads. With over 40 million views, Liver King‘s YouTube earnings likely exceed $200,000 annually.
Promoting Controversial Diet and Lifestyle Claims
Liver King doesn‘t just focus on workouts – he provides advice on how to live an "ancestral" lifestyle, claiming this is how our hunter-gatherer ancestors thrived. He advocates eating only meat, fish, eggs, and dairy. The more raw and unprocessed, the better.
Liver King also recommends intense functional workouts involving primal moves like sled dragging, rope climbing, and stone lifting. Cold therapy, barefoot walking, and minimal technology are also part of his daily routine.
However, many dieticians and scientists have criticized Liver King‘s dietary advice and lifestyle claims. They argue that:
- Modern food safety practices make raw meat dangerous.
- There are limited studies proving benefits of organ meats.
- Average people can‘t safely eat 5,000-6,000 calories per day like Liver King.
- Extreme diets and workouts aren‘t sustainable or realistic for most.
So while Liver King argues he‘s tapping into our primal roots, health experts say his advice ignores thousands of years of human evolution and advancement. There‘s little evidence that his specific diet provides benefits over a standard balanced diet.
Cashing in on Coaching, Affiliates and Merch
In addition to his supplement company and social media earnings, Liver King profits from online coaching. He offers 30-minute phone consults for $500 and monthly coaching programs starting at $499 per month.
Liver King also utilizes affiliate marketing, earning commissions when followers purchase products he recommends. His affiliate links for items like meat subscriptions and workout equipment are scattered across his website and social bios.
Merchandise represents another revenue stream. The Liver King store sells t-shirts, tank tops, posters and other apparel to fans. While smaller than his other income streams, every bit counts to his rising net worth.
The Takeaway: Extreme Gets Attention
Love him or hate him, there‘s no denying Liver King‘s meteoric rise from average gym bro to multi-millionaire carnivore king. His case shows that standing out pays off in the crowded worlds of social media and fitness.
While his diet and lifestyle take things to the extreme, Liver King is inspiring people of all ages and backgrounds to get active and make healthy changes. At the same time, followers shouldn‘t assume what works for an over-the-top personality like Liver King will work for them. Moderation and balance is key for most people striving for fitness.
But by cleverly tapping into people‘s interest in ancestral living and curiosity about extreme diets, Liver King has carved out a highly profitable niche for himself. He shows no signs of giving up his raw liver snacks or toning down the intensity anytime soon. Love him or hate him, the Liver King has undeniably eaten his way to the top.
