The Guardian has revealed that fitness influencers publicly linked to Gencore Global — a UK-based health and wellness brand — are involved in running an illegal market for steroids and other performance-enhancing drugs on Telegram. While Gencore presents itself as a legitimate "revolutionary movement" selling supplements, skincare, hair-loss treatments and health checks, the investigation found that a dozen of its ambassadors, affiliates and employees are simultaneously promoting banned and prescription substances through an underground network. The findings matter because experts warn the line between mainstream fitness culture and the promotion of illegal drugs is becoming increasingly blurred.

The individuals identified have a combined following of more than 180,000 on TikTok and Instagram, and are said to be actively recruiting others to earn commission. The Telegram network originally operated under the name Rohm, was shut down, and has since been rebranded as Anabolic By Nature. Alongside anabolic steroids — which carry serious health risks including infertility, heart disease and liver damage — the channels advertise peptides, testosterone replacement therapy, human growth hormone, the weight-loss drug tirzepatide, the acne treatment tretinoin, and experimental peptides such as BPC-157 and TB-500. In the UK, steroids are legal to possess for personal use, but selling, supplying, distributing or importing them without a licence is unlawful, as is selling such peptides with medicinal or wellness claims.