Jonathan Lemkin on the current state of the fitness industry.

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According to Forbes, the market for health and fitness industry is valued at $30 billion in the U.S. and has been growing by at least 3 – 4% annually for the last ten years. What is shocking is, it shows no signs of slowing down anytime soon. Currently, about 20% of American adults have a fitness club membership.

Jonathan Lemkin is the founder and CEO of Unnaturals Labs. Unnaturals Labs is a supplement company catering to the bodybuilder’s community for both men and women. 

We recently sat down with Jonathan Lemkin for this interview and discussed everything about the current state of the fitness industry, what’s trending, preventing mistakes, and the Unnatural Movement. 

Social Lifestyle Magazine: Jonathan, please tell our readers about yourself.

I’m a former New York law enforcement officer. I am also a bodybuilding competitor who competed in NPC and NPC Physique competitions. I decided to start my own fitness and supplement company called Unnatural Labs which is based in Los Angeles, CA. I also consider myself an influencer, motivator, and dog lover. I was born in the Bronx, NY. I would also like to bring awareness to the Unnatural Movement. 

Why did you start Unnatural Labs? 

Bodybuilding and fitness have always been my passion and life. I remember ever since I was you a youngster I have helped my friends and offered my advice in the gym to guide people and help them reach their goals. 

When I was a teenager, I was insecure about my body as I was overweight. After doing my own research and from trial and errors, I decided to start this company. I want to share my knowledge with anyone serious about improving their physique. 

Do you think the fitness industry is getting too saturated with new products and companies?

It is. But there is enough money to go around for everyone if you have the right product and a good reputation in the industry. According to Statista, the U.S. market for sports protein powders in 2017 was valued at $3.94 billion. They are also projecting in 2025 it will be a $6 billion dollar industry. And the whole U.S. fitness market size is estimated to be at $30 billion. So that is why you see many influencers on Instagram are pushing everything from fitness plans, supplements to customized diets. 

Are so-called “fitness influencers” giving the industry a bad name?

 I am not going to talk down upon people and call out names, but it seems like every buff, beautiful person on Instagram is trying to sell you something. What the average consumer does not know is that these so-called influencers did not achieve their perfect body with “magic supplements”. They either used steroids or had plastic surgery. I do believe that many of them are only in it for the quick buck and are just selling you stuff that does not work. Sponsored athletes are simply paid advertisers for marketing specific products for certain brands and companies. This is why I speak out and want to bring awareness to this industry and educate the average consumer. Back in the old days, we would talk to bodybuilders on old forums and ask questions there. Now, you have direct access to their DMs and can buy their workout and diet plans or whatever they are trying to sell you. The more followers someone has, the more diluted the pool of expertise in their threads will become.

Is this because of greed?

I think it’s a combination of greed and wanting to be an expert in the field. For example, a well-built guy with an excellent physique can simply create an Instagram profile and post photos of himself and adopt the perception that he is an expert. Back in the day, that would not have worked on the message boards and bodybuilding forums, but now it can, and it does on Instagram. 

Any recommendations you can share with anyone who is thinking about starting their own fitness business?

 Only start your company if you are passionate about it and want to help people. If you are only in it for the money, it is not going to work. You also can do everything by yourself. You need a team who perform daily tasks and oversee your projects and daily operations. My other advice to anyone who thinks of starting their own business or supplement company is to ignore the haters. There is a lot of hate online because everyone is an “expert” and has an opinion. Also, what many don’t realize is that customer support and servicing your customers is essential. Having poor customer service will ruin your name and put you out of business.  

Any new trends that you see in the industry? 

I think the latest trend right now is stem cells and stem cell therapy. New research studies and clinical trials look very positive. It’s doing amazing things for athletes with injuries and helping them heal and recover much quicker compared to the existing traditional treatments for injuries.

What are some of the project you are currently involved in your local community? 

I like to give back and help those that are in need. I recently organized an event to feed the homeless in Los Angeles. I am also raising awareness for people with mental health issues. We did an event that helped people with mental health issues near Skid Row by feeding them and giving haircuts.  

You mention the Unnatural Movement at the beginning of the interview. What is it?

The Unnatural Movement is about bringing awareness and the truth to the fitness industry. Many of your favorite celebrities and influencers are not natural. For many, muscle means money. Just look at the people who are promoting fitness products. Most of your favorite heroes are not natural, and they’re willing to do whatever it takes to achieve that perfect body, illegally or with surgery. 

What else you want people to know about Jonathan Lemkin?

I just want people to know that Jonathan Lemkin is about educating consumers and bringing the truth to the fitness industry. My company Unnaturals Labs is based on what people want. I don’t sell magic supplement formulas; I just speak and practice the truth. 

Follow Jonathan Lemkin at:

Website –

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