We have a gene that stops us building muscle. Racing dogs without the gene are champion sprinters. Cattle without it are jacked. The MSTN gene produces myostatin, which tells muscles to not grow. So, why would evolution not want us to build muscle? Because more muscle is liability. I believe myostatin is a famine adaptation. Muscle burns energy just sitting there and a gene that prevents you from building more will get you through the winter. The thing is, we don't live in famine anymore. The world we live in today is the world of abundance. Food is unlimited and movement is optional. Mechanisms that evolved to constrain muscle may be maladaptive today and contributing to the obesity epidemic. Which is why the people born with myostatin deficiency have less fat, more muscle, stronger grip, their hearts are fine as well as fertility. I think myostatin inhibitor will be huge because in today's world the brake on muscle isn't needed anymore.

Body positivity movement seems dead. The GLP-1 era exposed exposed how shallow the entire ideology was. The moment effective weight-loss drug arrived, being fit became cultural again. According to Vogue Business analysis of 182 shows, 97.6% of models were straight size. Only 0.3% were plus size. The entire movement collapsed when people were given a way to lose weight and be thin again. Health is becoming cultural in a way it hasn’t been before. Health is in vogue. Looksmaxxing is in vogue. Health is social. Combine that cultural fervor with rapidly improving diagnostics and therapeutics and you get the moment we’re in today.

Alcohol is losing America. Only 54% of adults drink now, down from 62% in 2023, tied for Gallup's lowest reading ever. GLP-1s are showing promise in reducing alcohol cravings so I suspect the industry's worst decade is ahead.