Why, in the age of cosplay, when majority choose to roleplay (intelligence in case of hipsters) instead of acquiring real abilities, there is no wonder that other people decided to cosplay fitness (by consumption of certain products and services, dressing and acting, like hipsters do).
This, by the way, probably has something to do with gang and criminal sub-cultures of role-playing of success and presumably high social status they actually lack.
Two thirds of those fitness obsessed could not even run a 10km, but spending thousands for their image of being extremely fit.
Nothing new under the moon. The social media created this new age of mass cosplay and role-governed behavior. Instead of beatniks, hippies or Elvises of old days we got this role-playing mediocrity.