The internet and social media are awash with contradictory advice on how to lose fat, build muscle mass, and stay healthy. Some say you should go paleo, others say go vegan. Some say cut out sugar, others say dairy. Some say you should hit the gym every day, others say you should take up jogging or cycling. How do you know whom to believe?
Many, if not most, of these influencers are pushing one particular approach to diet and exercise. In so doing they ignore the reality that we all have different bodies, minds, and lives—instead selectively presenting evidence that seems to support their approach (if they present any at all). They typically lack a nuanced, common-sense approach that allows for individual variation in tastes, lifestyle, and genetics.
A notable exception to this trend is Stephen Keane, personal trainer and founder of Kraft Coaching, whose rational, insightful, and often hilariously deadpan videos on diet and fitness are a breath of fresh air for anyone looking for a common-sense approach to healthy living.
What makes Keane’s approach so refreshing is his commitment to reality. In virtually all of his videos, he cites studies that evidence his arguments, emphasizing such details as sample size and methodology to ensure the data is not being taken out of context. Moreover, he’s not afraid to court controversy by calling out unfounded claims and showing how the facts tell another story.
For example, he opens one video by saying: “Social media is full of people selling the idea that, if you train the same, you’ll look the same, and here’s why that’s not really true.” He then presents multiple studies that show that different people make radically different muscle gains on the same exercise plan. “You’ll see influencers love to play down the idea that genetics make much of a difference,” Keane continues, “but real life begs to differ.” Although genetics make a difference to muscle growth, Keane ends the video by stressing that this fact shouldn’t discourage you if you don’t see immediate results from exercise—it doesn’t mean you have no control over your body. Rather, it should motivate you to “make some thought-out changes” and “apply patience” in order to achieve results.
Keane’s essential message is that, although results will differ for different individuals, in general, as long as you get enough protein, get your essential nutrients, and regularly exercise your muscles close to the point of failure, you can grow your muscle mass and lose fat while still being able to enjoy a reasonable amount of snacks, treats, drinks, and meals out. He opens another video by saying, “If you’re somebody that enjoys a diet drink, but you’ve been told sweetness will increase your hunger, make you gain weight, and you should just drink water instead—well, here’s why that’s nonsense.” The study he cites actually shows marginally better muscle improvement for the group drinking two diet sodas a day over the group drinking only water. But, aware of people’s tendency to over-interpret such data and classify certain foods or drinks as good or bad based on one piece of information, Keane finishes the video on a note of common-sense rationality, cautioning people not to mistake his meaning:
I’m not saying you should only drink diet drinks. I’m just saying if you enjoy a Coke Zero, have one. At best it has a positive effect on fat loss, and at worst it’s neutral. I’m also not posting this to tell you diet drinks are better than water. I’m posting it because the internet is filling up with so many layers of people chatting nonsense, it’s becoming a real trifle of shithouses, but if you follow me, I’ll try to cut through that.
Part of why Keane is so effective at cutting through this “trifle” of bad advice is his razor-sharp wit, typically delivered completely deadpan to great comic effect. When he makes a rational argument with humor, the joke and the logic hit you at once, which can be immensely satisfying. Many of his clips are still funny on a third or fourth viewing.
Still another example of Keane’s commitment to reason and reality is his attitude to weight tracking. Resisting the common trend of influencers discouraging viewers from monitoring their weight, Keane reminds us that ignoring reality doesn’t make it go away:
I’m gonna say something that might get me cancelled, but if fluctuating body weights are pissing you off, the answer could be weighing yourself more, not less. . . . Now I know the normal advice is to throw the scale out, and I know somebody’s angrily typing that I’m promoting being disordered, but please stop. I’m sensitive. The problem is that avoiding doesn’t get you over the fear. It just… well… avoids it.
Stephen Keane provides a wealth of useful tips for improving your diet and growing your muscle mass—which are important goals for anyone keen to live their best life—while always reminding us to apply common sense and not get carried away by the latest trends in health and fitness. Check out his Instagram account for some great lifestyle motivation, and a healthy dose of dry humor to boot.
