That’s the motto of Tony Huge, a prominent figure in the looksmaxxing community. In Huge’s lingo, “natty” means “natural,” as in refraining from using a heavy regimen of supplements popular in the rapidly growing online subculture of men that promotes extreme measures to maximize the potential of one’s physical appearance. Especially popular among young adults and teenagers, looksmaxxing often includes risky behavior like the use of trenbolone, a steroid designed to promote muscle growth in livestock that’s illegal for human use in the United States, and DNP, a toxic fertilizer that can burn fat but brings the potential for deadly side effects. For looksmaxxers, the goal is to achieve peak physical form to become more powerful and attractive to women—life expectancy be damned.
The idea of injecting yourself with dangerous substances to become more muscular, or engaging in bone smashing—repeatedly striking your facial bones with blunt instruments in hopes your bones will heal thicker and stronger—may sound horrifying to most. But Lee understands the appeal. “It begins with a basic human need we all have, no matter our gender, for connection and belonging, and to be seen and respected. I think everyone can relate to the idea that we want to be the best version of ourselves,” she says.
Get Huge chronicles the rise of Tony Huge and the growing community of looksmaxxing. Along the way, it appears to brush up against true crime, as Lee delves into a string of unexplained deaths in the community.
Tony Huge established a considerable fandom as a looksmaxxer —Courtesy of Hulu
“Tony has this aura of radical transparency,” says Lee. “But it’s very controlled. He’s got an incredible way of working within gray areas. He’s managed to create a business and lifestyle that allows him to live on the very edge within the realms of the law—at least in Thailand.”From Pattaya, Huge established a considerable fandom as a looksmaxxer. Though his once-popular YouTube channel has been banned since 2023, he still has nearly 175,000 followers on Instagram. “Tony offered community. He offered a father figure. He offered a blueprint for his life that had never been offered before,” says Lee. His sex life is also central to his appeal. “He’s got anywhere between eight and 10 girlfriends at any point in time, and the house is run by them,” explains Lee. “They make his food, get his supplements ready, do his laundry, and clean his house.”
Trouble in paradise
Dr. Tony Huge, a guru pushing homemade biohacks on a devoted following willing to risk everything for the cause —Courtesy of HuluLeo Longevity also counted himself as an admirer of Tony. The self-proclaimed biohacker became well known online for his videos about penis enhancement. In 2022, Leo moved to Thailand to live at Tony’s compound so the two could make videos together as part of the content creation aspect of both of their businesses. Once Huge and Leo got into a groove of creating together, they would publish several videos on YouTube everyday, a nearly unmatchable rate for competitors. The two became incredibly close friends, but the pressure to live up to expectations weighed heavily.
It was against this backdrop of immense pressure that tragedy struck. Leo and Huge’s relationship began to feel strained. There was a struggle for power, as both men wanted to be the dominant alpha in their videos, and each had his own ideas about how to achieve those goals. There was also a new protegé in place in Connor Murphy, a rising star on the looksmaxxing scene who joined the duo in Pattaya at the beginning of 2023. The series suggests that Tony was infatuated with Connor, which infuriated Leo. According to Get Huge, on Jan. 27, 2023, Leo began to isolate himself. He was found dead three days later in a bathroom in Huge’s house.
Elon Muskular in the docuseries —Courtesy of Hulu
Get Huge rewinds the story to shed light on another tragic death that took place in Huge’s circle years earlier. Super Beast, Tony’s former chemist, says in the docuseries that Nick Weisser, a close friend of Huge’s and his IT guy, had regular falling-outs with his friend and boss. Super Beast recalls that Weisser attempted to blackmail Huge, threatening to leak critical information about Enhanced, and was found dead a couple of weeks later.
In 2022, Coach Trevor, another of Huge’s close friends, disappeared. “I personally don’t know what happened to him. None of us do,” Super Beast remarks in Get Huge. In 2024, Scott Cavell, the CEO of Enhanced Athlete, was found dead in a hotel. An official cause of death hasn’t been released, though Super Beast says he believes that Cavell was killed. “Scott did drugs. He wouldn’t do the amount that killed him,” he says. He does stop short of making accusations for who is responsible for any of these deaths and disappearances. (Huge has not been declared a suspect.) But he has plenty to say about Huge’s empire: “It’s not a brotherhood. It’s a gathering point for weak-minded people. They don’t take care of each other. They don’t uplift each other. They find ways to f-ck each other’s lives up. Basically a cyclone.”
How far can looksmaxxing go?
Connor Murphy, a rising star on the looksmaxxing scene who died in 2026 —Courtesy of HuluWhile Get Huge investigates the deaths of Leo Longevity and others connected to Tony Huge, it’s also a broader look at the rise of the looksmaxxing movement itself. In one scene, Huge travels to Las Vegas for a bodybuilding show, where he meets a group of teens as young as 13. Concerned with the decrease in brand awareness as younger looksmaxxers like Clavicular and Androgenic increase their share of the fandom, he appears to be looking to increase his reach to younger audiences. “Tony doesn’t have the same gravitas with the next generation, and that leads him to Vegas to try and figure out how to capture a piece of that pie,” says Lee. Just moments into their conversation, one of them asks if Huge can get them steroids. He laughs off the question, but it lingers.
Safeguards implemented by social media platforms, including Huge’s YouTube ban, have played a role in his decreasing reach. But he and other looksmaxxers decry these removals as censorship. And Lee understands that anything that’s perceived as censorship “can get weaponized,” using Andrew Tate as an example. “Every time he gets censored, he uses it as part of his argument, and it galvanizes more followers,” says Lee. “If they get kicked off YouTube, they go to Rumble, they go to 4Chan. Whatever the most underground forum is.”
What does concern Lee is the rising use of AI in looksmaxxing. Her series shows that Tony’s team regularly produces and creates content using AI. “Even if Tony’s not around, he can live forever on the internet using those tools,” she says.
Adds Lee: “If the humans stop, do the machines carry it on?”
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