Editing Bodybuilding (section)

===2000s===
[[File:Ronnie Coleman 8 x Mr Olympia - 2009 - 5.png|right|thumb|Eight-time [[Mr. Olympia]] [[Ronnie Coleman]] in October 2009]]
In 2003, [[Joe Weider]] sold Weider Publications to [[American Media (publisher)|American Media, Inc.]] (AMI). The position of president of the IFBB was filled by Rafael Santonja following the death of [[Ben Weider]] in October 2008. In 2004, contest promoter Wayne DeMilia broke ranks with the IFBB and AMI took over the promotion of the Mr. Olympia contest: in 2017 AMI took the contest outright.<ref>{{Cite press release| date= 5 September 2017|title=American Media, Inc. Acquires Full Ownership Of Mr. Olympia Competition|url=https://www.prnewswire.com/news-releases/american-media-inc-acquires-full-ownership-of-mr-olympia-competition-300513901.html|access-date=2023-02-08|website=www.prnewswire.com|language=en|archive-date=May 19, 2020|archive-url=https://web.archive.org/web/20200519015657/https://www.prnewswire.com/news-releases/american-media-inc-acquires-full-ownership-of-mr-olympia-competition-300513901.html|url-status=live}}</ref>

In the early 21st century, patterns of [[Consumption (economics)|consumption]] and [[recreation]] similar to those of the United States became more widespread in Europe and especially in Eastern Europe following the collapse of the [[Soviet Union]]. This resulted in the emergence of whole new populations of bodybuilders from former [[Eastern Bloc]] states.<ref>{{Cite book|url=https://books.google.com/books?id=Xz2eGt6InJIC&pg=PA1759|title=Creativity of God in the Human Body "Bodybuilding" |publisher=Abdullah F Shrit|isbn=978-1-4840-1198-0 |author= Abdullah F. Shirt}}</ref>{{self-published inline|date=July 2023}}

==== Olympic sport discussion ====
In the early 2000s, the IFBB was attempting to make bodybuilding an Olympic sport. It obtained full IOC membership in 2000 and was attempting to get approved as a demonstration event at the Olympics, which would hopefully lead to it being added as a full contest. This did not happen and Olympic recognition for bodybuilding remains controversial since many argue that bodybuilding is not a sport.<ref>{{cite web |last=Littman|first=Jean | name-list-style = vanc |title=Bodybuilding And The Olympics: An Ongoing Controversy|publisher=article99.com|url=http://www.article99.com/recreation-and-sports/olympics/article.php?art=63758|archive-url=https://web.archive.org/web/20071205174022/http://www.article99.com/recreation-and-sports/olympics/article.php?art=63758|url-status=dead|archive-date=December 5, 2007|date=November 13, 2007}}</ref>

==== Social media ====
The advent of social media had a profound influence on fitness and bodybuilding. It is common to see platforms such as [[Instagram]], [[TikTok]], and YouTube flooded with fitness-related content, changing how the average person views and interacts with fitness culture. Gym clothing brands like Gymshark, YoungLA and Rawgear leveraged this platform to create their brands.<ref>{{Cite web |last=Kulke |first=Catherine |title=How YoungLA Became 2022's Hottest Men's Activewear Brand |url=https://www.tribedynamics.com/blog/youngla-hottest-mens-activewear-brand |access-date=2023-05-17 |website=www.tribedynamics.com |language=en}}</ref> By recruiting fitness ambassadors—real people who embody their brand values—these companies personalize their marketing strategy and create a more relatable image. These ambassadors, often in the form of [[Influencer marketing|fitness influencers]] or personal trainers, promote the brand by sharing their workout routines, dietary plans, and gym clothing. YouTube in particular has seen a surge in fitness content, ranging from gym [[vlog]]s to detailed discussions on workout attire. This not only provides consumers with an abundance of free resources to aid their fitness journey, but also creates a more informed consumer base.

Another growing trend with gym-related social media is the phenomenon of gym-shaming; a video posted by content creator Jessica Fernandez on [[Twitch (service)|Twitch]] that went viral showed her lifting weights in a gym while a man in the background stared at her, sparking a widespread debate about narcissism and an increasingly toxic gym culture in the age of social media. The video led to criticism of an emerging trend in which gyms, once known as places for focused workouts, are now being treated as filming locations for aspiring or established influencers with bystanders being unintentionally placed under the public eye in the process. Bodybuilder Joey Swoll, who voiced his concerns over this culture, addressed the controversy by stating that while harassment in gyms needs to be addressed, the man in Fernandez's video was not guilty of it.<ref>{{Cite web |date=23 February 2023|title=Bodybuilder Joey Swoll has had enough of fitness influencers |url=https://nypost.com/2023/02/23/bodybuilder-joey-swoll-has-had-enough-of-fitness-influencers/ |access-date=2023-05-17 |author= Kristen Fleming}}{{unreliable source?|date=July 2023| reason= per [[WP:NYPOST]]}}</ref> Although social media is giving more attention to the world of bodybuilding, there are still some areas that are controversial. 

For instance, concerns are growing over the influence which bodybuilding content on social media has on young adults and their perception of their own bodies, as they tend to compare themselves to gym influencers online. These concerns get further exacerbated by the poor transparency about steroid use on social media, as many influencers either do not elaborate about whether or not they are "natural" bodybuilders, or firmly deny accusations about being "enhanced". This blurs the line between what can be achieved naturally and what can only be achieved through the use of anabolic steroids. This is also detrimental for adult lifters since they often find their body image being skewed by the content they consume, potentially leading to an unhealthy relationship towards nutrition and exercise. Mental disorders such as body dysmorphia or eating disorders might also be a consequence. However, more and more influencers are opening up about steroid use and strongly advocate for transparency about steroid use online. This has sparked an ongoing open debate about the risks of anabolic steroids. Many people view this as a positive trend as it raises awareness and educates about the effects, uses and dangers of steroids. Another topic which is now widely discussed online is mental health in association with bodybuilding, as aforementioned mental disorders might affect hobby lifters of all ages and backgrounds.{{Citation needed|date=October 2024}}