In the early 2010s, social media was still in its nascent stages. Fitness influencers as we know them today didn’t even exist. In fact, most apps like Instagram and TikTok, where influencers thrive, didn’t exist either. However, one man in his early 20s paved the way as the first true fitness influencer on the then-dominant platforms Facebook and YouTube. His name was Zyzz.

Aziz Sergeyevich Shavershian, aka. Zyzz established the foundation of what became known as fitness influencing. He started many major trends, like bodybuilding transformations, fitness lifestyle vlogging, building a community in the gym, and inspiring millions online through photos, videos, and posts. Some of the biggest fitness influencers who came after Zyzz took inspiration from the Australian. Unfortunately, Shavershian’s fame was short-lived because he passed away at just 22. But what was that made Zyzz attain the zenith of popularity back then? 

Young boys could relate to Zyzz

One of the principal reasons Zyzz became popular was through his epic bodybuilding transformation. Shavershian’s friends and acquaintances described him as the “skinny kid” in the family. The teenager was fond of playing video games, but after his brother made significant improvements to his physique in a year, Shavershian also followed suit.

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However, the youngster had another motivation for going to the gym. “I wanted to get bigger so I wasn’t so skinny, and have a bit of a build on me to impress girls,” Zyzz said in an interview with Simply Shredded. However, the young bodybuilder acknowledged that it took “months and months of research,” to get the hang of training and diet. Yet once he did, Shavershian shined.

The skinny kid put on tons of muscle and built an aesthetic physique that instantly appealed to people online. As Zyzz grew, so did his motivation for bodybuilding. The goal of gaining muscle to impress girls was replaced with an appreciation for fitness and bodybuilding.

Aziz Shavershian also took stock of the increased attention his posts were getting on the internet. While he loved the attention and sought more of it, Zyzz also saw it as an opportunity to inspire others. Thus was born the first, true fitness influencer. The bodybuilder was living the dream of every shy, young boy who wanted to boost their confidence and find an identity through fitness.

Zyzz, the influencer

After rising to prominence, Zyzz started focusing heavily on videos. The influencer’s videos ranged from training sessions with his ‘gym bros’ to partying, dancing, or simply inspiring fans on camera. During this time, aesthetics became Shavershian’s bodybuilding goal. “My end goal is not to be some massed-up freak, but rather to have a physique that can be looked (at) as art,” he said.

With this ideology, the fitness influencer started the athletics movement. Later bodybuilding stars like Jeff Seid were directly inspired by this ideology. While Zyzz never clarified who inspired him, his philosophy of prioritizing aesthetics, symmetry, and proportion over pure muscle mass is similar to Golden Era bodybuilding legend Frank Zane.

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Despite competing against more muscular adversaries, Frank Zane, the original King of Aesthetics, became a three-time Mr. Olympia. Another strong connection to Zane was Zyzz’s signature pose. Although Aziz Shavershian never competed, he had a signature pose. This pose shared an uncanny resemblance to Frank Zane’s signature pose.

With his philosophy, Aziz Shavernashina became the King of Aesthetics for a new generation and reached millions across the globe through the power of social media. Besides his bodybuilding, Zyzz’s fans also took to his music preferences. In fact, Shavershian’s awkward dance moves become just as iconic as the fitness influencer himself.

Zyzz’s philosophy lives on

By 22, Aziz Sergeyevich Shavershian had built an online empire and ventured into other fields as well. Zyzz released his brand of protein supplement, Protein of the Gods, and also brought out a Zyzz merch and clothing line. The Russian-born fitness influencer even published an eBook, Zyzz’s Bodybuilding Bible. He had truly embraced the bodybuilding and fitness influencer persona.

The young bodybuilder had noble intentions. Throughout his journey, Shavershian never forgot how he had earned his fame. So Zyzz continued to spread his message of positivity. He urged his fans to never put anyone down and help anyone who wanted to change their lives for the better. “We’re all gonna make it,” became his tagline. Unfortunately, the fitness icon would pass away at the height of his success.

On 5 August 2011, Aziz Shavernashian died of a heart attack while on a trip to Thailand. An autopsy revealed that Zyzz had an undiagnosed congenital heart defect. Earlier that year, the bodybuilder got arrested for possessing steroids. While the fitness icon denied using them, the incident and his sudden demise raised lingering questions. The autopsy also revealed that the bodybuilder had an enlarged heart, a classic symptom of steroid abuse.

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Hence, like other influencers who came after him, Aziz Shavershian also had some dark secrets. However, those blemishes have never affected the legacy of positivity that Zyzz left behind. Not only did the fitness icon inspire others, but birthed a trend that’s become a profession today.