The fitness coach’s recent viral video is part of a broader landscape of male lifestyle content that promotes hustle culture and extreme discipline. Implicit in this social media genre, some critics and observers say,

A shirtless Ashton Hall steps into the bathroom, pectorals throbbing. He rubs his hands together with vigor and peels off black Hostage Tape from his mouth. He opens a drawer and retrieves a fresh toothbrush and toothpaste, and (3:54 a.m.) begins brushing. He uncaps a glass bottle of Saratoga water and (3:56 a.m.) swishes it around in his mouth.

Ashton Hall's morning routine videos have taken the internet by storm over the last week. The former college football player and his daily implementation of Saratoga waters, ice dunks, banana peel face rubs and long dives have been parodied and playfully imitated.