Fitness influencers associated with the UK-based wellness brand Gencore Global are actively promoting an underground network that sells illegal anabolic steroids, peptides, and prescription-only medications. According to investigations by the Guardian, these Gencore ambassadors use Telegram channels—most recently branded as “Anabolic By Nature”—to recruit customers and distribute performance-enhancing drugs while simultaneously promoting the brand’s legitimate skincare and supplement lines at major fitness industry events.
The Overlap of Wellness Branding and Illegal Sales
Gencore Global presents itself as a legitimate health and wellness company, appearing at industry events like FitXpo North West and sponsoring racehorses. However, the Guardian identified at least 12 individuals linked to the company as ambassadors, employees, or affiliates who also operate within the Anabolic By Nature Telegram network. These individuals command a collective social media following exceeding 180,000 users on platforms such as TikTok and Instagram.
The network functions as a direct sales channel for substances that are illegal to supply in the UK without a license, including anabolic steroids, human growth hormone, and experimental peptides like BPC-157 and TB-500. Gencore’s founder, Darren Wicks, leads the Telegram group directly, providing stock updates, addressing delivery complaints, and offering advice on how to transport steroids through airport security. When confronted with these findings, Wicks stated that Gencore Global “did not sell steroids” and dismissed the overlap as common “crossover between communities.”
Pro Tip: Understanding the Legal Landscape
In the UK, while the personal possession of anabolic steroids is legal, the sale, supply, or distribution of these substances without a license is a criminal offense. Importing them without authorization is similarly unlawful.
Normalizing Steroid Use in Fitness Culture
Experts suggest that the integration of illegal drug promotion into legitimate wellness marketing is creating a dangerous normalization of substance use. Geoff Bates, a lecturer in public health policy at the Institute for Policy Research at the University of Bath, observes that social media is driving a shift in how individuals perceive body image and masculinity.
“Social media is a powerful driver of how people think and see themselves,” Bates told the Guardian. He noted that users often conflate steroid use with general wellbeing, believing they are part of a legitimate fitness regimen. This perception creates a false sense of safety, even as users experience severe side effects. For example, TikTok creator and Gencore affiliate Lewis G, who uses the handle LJG Fitness, has publicly documented his own struggle with “mental instability” and aggression after using the steroid trenbolone.
Health Risks of Unsupervised Performance Enhancers
The substances sold through these underground channels carry significant health risks when used without medical oversight. Anabolic steroids, which are synthetic versions of testosterone, are linked to a range of adverse outcomes, including:
- Cardiovascular issues: Increased risk of heart disease and high blood pressure.
- Hormonal imbalance: Suppression of natural testosterone production and infertility.
- Psychological effects: Mood swings, depression, and increased aggression.
- Organ damage: Potential for liver damage and severe acne.
Furthermore, the sale of unregulated peptides and prescription-only medicines—such as the weight-loss drug tirzepatide—poses additional dangers, as many of these substances lack long-term scientific evidence for their efficacy or safety in human health applications.
Did you know?
The Telegram channel “Anabolic By Nature” is the latest iteration of a network previously known as “rohm v2.” Despite repeated shutdowns by platform moderators, these groups frequently reform to maintain access to their customer base, which numbered over 13,000 members in late 2025.
Frequently Asked Questions
Is it illegal to buy steroids online in the UK?
Yes. While it is not illegal to possess anabolic steroids for personal use in the UK, it is illegal to sell, supply, or distribute them without a proper license. Importing them without authorization is also a criminal offense.
What are the risks of experimental peptides?
Peptides like BPC-157 and TB-500 are often sold as recovery aids, but they remain largely unregulated. There is little scientific data on their long-term effects, and they are illegal to sell for medicinal or wellness claims in the UK.
How does the “ambassador” model work in these groups?
Gencore ambassadors are recruited to promote the brand and the illegal Telegram sales platform. They are incentivized through commission structures, with the website offering a 12% commission on sales referred by affiliates.
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