Local health and fitness coach Sean Cox is urging Kiwis to unplug from social media and rethink what health really looks like.
After decades in the industry, Sean says he’s seeing a worrying rise in clients chasing misinformed and often unrealistic fitness goals—most of them influenced by what they see online.
“One of the most concerning trends I’m seeing is the growing mental toll of social media—comparison traps, unrealistic body standards, and conflicting online advice are leaving people feeling anxious and burnt out,” Sean explains. “It’s not just affecting teenagers; men over 30, fathers, and professionals are getting caught up in it, too.”
Sean says, what’s often sold as ‘fit’ today has little to do with real, sustainable health.
“I don’t need an app to tell me how well I’ve slept,” he adds, highlighting how much we’ve let technology take over our approach to well-being.
Recently, Sean published his first book Unplug, Unfollow, Unleash, which says social media has warped our idea of wellness, pushing people towards extreme dieting, overtraining, and even steroid use, just to keep up — and it needs to stop.
“Anyone can post anything and build a following,” he says. “It’s an unregulated, commercial platform—and people need to be aware of that.”
Behind the scenes, he adds, many influencers go to extreme—and sometimes dangerous—lengths to achieve the images viewers see.
He is urging a shift away from digital noise and quick fixes, warning locals to be critical of online fitness content.
“If your health journey feels frustrating or you’re not making progress, ask yourself: are you chasing real results or someone else’s highlight reel?” he says.
He encourages people to unplug from devices, unfollow unrealistic content, and focus on consistency.
As part of his commitment to men’s health, Sean took part in the Blue September Challenge, supporting efforts to raise awareness of prostate cancer.
“It’s about more than fitness — it’s about long-term health and starting important conversations,” he says.
Blue September aims to improve outcomes for the 42,000 Kiwi men and their whānau living with prostate cancer.
Sean’s book Unplug, Unfollow, Unleash is available now on Amazon.
