The fitness coach’s recent viral video is part of a broader landscape of male lifestyle content that promotes hustle culture and extreme discipline. Implicit in this social media genre, some critics and observers say,

A shirtless Ashton Hall steps into the bathroom, pectorals throbbing. He rubs his hands together with vigor and peels off black Hostage Tape from his mouth. He opens a drawer and retrieves a fresh toothbrush and toothpaste, and (3:54 a.m.) begins brushing. He uncaps a glass bottle of Saratoga water and (3:56 a.m.) swishes it around in his mouth.