In a case that shocked social media, Brian Johnson, known as Liver King, was arrested in 2025 after threatening podcaster Joe Rogan, capping a trajectory marked by controversies. The influencer, who promoted a diet based on raw meat and “ancestral” habits, saw his reputation crumble after it was revealed he used synthetic hormones, contradicting his image of natural health. The scandal, detailed in the documentary Untold: The Liver King, exposed frauds in his lifestyle philosophy, which included extreme practices adopted by his family. The arrest occurred in a hotel after Johnson traveled to confront Rogan, who had mocked him publicly. Released under restrictions, the influencer is trying to rebuild his image but faces criticism and disbelief.
Johnson’s story began with promises of vitality and strength but ended in public scrutiny over his practices and choices. He built an empire with the Ancestral Supplements brand, selling products derived from animal organs, while advocating a primitive lifestyle. However, the 2022 steroid revelations shattered his credibility, and the recent threats to Rogan intensified his decline in influence.
- Key Liver King controversies:
- Use of synthetic hormones, denied for years.
- Extreme practices imposed on family, like eating raw organs.
- Public threats against Joe Rogan, leading to arrest.
The case raises questions about the authenticity of influencers promoting radical lifestyles, especially in the context of health and wellness.
Origins of an ancestral empire
Brian Johnson grew up in Texas, facing a fatherless childhood that shaped his pursuit of physical and mental strength. Inspired by action movies, he found in bodybuilding a way to overcome insecurities. This personal journey evolved into the creation of Ancestral Supplements, a company selling supplements made from liver, testicles, and other animal organs. His products promised benefits like increased energy, endurance, and overall health, attracting a loyal audience, especially among men interested in fitness and alternative lifestyles.
Johnson’s brand stood out for its unique narrative: the idea that modern man should return to primal habits to reclaim his essence. He promoted the “9 ancestral tenets,” which ranged from eating raw foods to avoiding modern technologies. His videos, often filmed in rustic settings, showed him lifting heavy weights, pulling vehicles with chains, and displaying weapons, reinforcing the image of a tribal leader.
Raw meat diet and family practices
Central to Liver King’s philosophy was a diet based on raw meat and animal organs, such as liver and testicles. He claimed these foods, consumed uncooked, provided essential nutrients that modern diets lacked. His wife, Barbara, and their two teenage sons, known as “Savage Liver Boys,” followed the same routine. The family avoided processed foods, slept on hard surfaces to mimic ancestors, and limited the use of electronic devices.
This routine, while praised by some as disciplined, drew harsh criticism. Nutrition experts warned about the risks of eating raw meat, such as infections from bacteria like Salmonella and E. coli. Additionally, many questioned whether Johnson’s children, still in their growth phase, were being exposed to potentially harmful practices. In interviews, the teens defended the lifestyle, claiming they chose it voluntarily, but the debate over family coercion persisted on social media.
- Risks associated with a raw meat diet:
- Contamination by parasites and bacteria.
- Long-term nutritional deficiencies.
- Psychological impacts on children exposed to extreme routines.
Rise on social media
Liver King’s popularity surged between 2020 and 2022, driven by performative videos and motivational messages. He amassed millions of followers on platforms like Instagram and TikTok, where his raw, charismatic aesthetic attracted both admirers and curious viewers. His content, often filmed shirtless in natural settings, blended displays of strength with speeches about masculinity, health, and self-sufficiency.
Johnson also invested in partnerships with fitness and wellness brands, while promoting his own supplements. His approach, combining pseudoscience with emotional appeal, resonated with an audience disillusioned with conventional medicine and traditional diets. At his peak, he was invited to podcasts and events, where he reinforced his image as a modern “primal man.”
However, a lack of transparency about his diet and training already sparked suspicions. Followers noticed his physique seemed inconsistent with a purely natural diet, and rumors about the use of banned substances began to circulate.
Fall after steroid revelations
In 2022, Liver King’s facade collapsed. Leaked emails, obtained by a YouTube fitness channel, revealed that Johnson used synthetic hormones, including testosterone and other anabolic steroids, to maintain his impressive physique. The documents detailed an injection regimen costing thousands of dollars monthly, contradicting his claims that his strength came solely from raw meat and exercise.
The revelation was a devastating blow. Johnson initially denied the accusations but was forced to admit the truth in an apology video under public pressure. He confessed to using steroids for years, claiming he did so to “inspire” his followers, but the justification failed to convince. Brands severed contracts, and many fans felt betrayed, accusing him of selling a lie.
Threats to Joe Rogan and arrest
The latest controversy involved podcaster Joe Rogan, known for his sharp commentary and influence in the fitness world. Rogan had mocked Johnson’s physique and questioned his authenticity on his podcast. In 2025, Johnson responded with aggressive social media posts, including veiled threats against Rogan. He even traveled to the city where the podcaster lives, alarming authorities.
Police detained Johnson in a hotel after reports of suspicious behavior. He was questioned and released on the condition that he stay away from Rogan and undergo psychiatric evaluation. The widely reported incident reinforced the perception that Johnson was spiraling out of control, unable to handle criticism and his loss of relevance.
Attempt to rebuild image
After the arrest, Johnson returned to social media with a more subdued approach. He announced changes to his diet, promising greater transparency, and began sharing content about mental health and authenticity. However, his current videos receive negative comments, with many users mocking his redemption attempts.
Ancestral Supplements remains active, but its sales have dropped significantly since the 2022 scandal. Johnson also faces lawsuits from consumers claiming they were misled by his health promises. Experts believe his influence will never return to its peak, given the impact of the revelations and his erratic behavior.
- Current Liver King challenges:
- Regaining followers’ trust.
- Handling legal lawsuits.
- Competing in a saturated fitness influencer market.
Debate over influencers and health
The Liver King case reignited discussions about the responsibility of influencers promoting health practices without scientific backing. Nutritionists and doctors warn that extreme diets, like raw meat, can attract vulnerable followers, especially young people seeking quick fixes for self-esteem or physical performance issues.
Public health organizations have pushed for greater regulation of wellness content on social media. In Brazil, for instance, the Federal Nutrition Council has issued warnings about the risks of radical diets promoted online, though enforcement remains challenging.
Legacy of controversies
Brian Johnson’s trajectory illustrates the dangers of building a public image based on exaggerations and lack of transparency. His rise was meteoric, but his fall was equally swift, marked by scandals that exposed the flaws in his philosophy. Today, he struggles to reinvent himself, but the weight of his past actions continues to limit his prospects.
The documentary Untold: The Liver King, available on streaming platforms, offers a detailed portrait of his journey, from a challenging childhood to the collapse of his reputation. The production has sparked debates about authenticity and the limits of personal marketing in the digital universe.