In the rise of the digital age and the reduction of introspection, a new beacon of self-improvement and sport interrupts our feeds—a fresh, novel concept of interpersonal competition (because football has never been enough): looksmaxxing. “Just being yourself” and “finding your inner peace”? Mental health and physical therapy—coping mechanisms for the weak—a ploy to sell courses, classes, and increase fees. If you really cared about bettering yourself, you’d make it easier for others to look at you.
What started with research papers and professional advice has quickly developed into a community taken over by anyone who’s had a glow up in the last decade. Their audience? The same as those you find in an Instagram model’s comments and DMs: insecure men. Did we lie and say this is for self-betterment? It’s not—you’ve just sold your soul to marketing yourself, but at least people will want you now: hollow cheeks and hollow personalities is exactly what the dating world needs. Don’t mess with your ethnic features? Cleanse them right off. No jawline? Skip dinner. Still don’t look better? Some of us should just accept our fate.
At its core, looksmaxxing is about publicity. The goal isn’t just to look better; it’s to be seen looking better. If you want to win, for your name to be recognized miles away, two thirst traps a day are a necessity at the minimum. But you can’t win any sport by simply playing defense. What better way to gain publicity than by engaging in some carefully choreographed internet beef? Choreographed—but only in your own head—call out the competition and let the chaos ensue.
Every sport is carried by its fans. The only thing us athletes need to do is “look good”, then sit back and watch. Be it tier lists of the top 10 looksmaxxers or spamming “it’s over for you” in the comments of anyone who speaks up: once you’ve gained your following, you’ve transcended the sport, you’ve created a movement. An unstoppable self perpetuating avalanche of success and beauty. That is what it means to win at looksmaxxing.
