Chewning and Bucci

How Long Can Maxx Chewning and Amanda Bucci Survive on YouTube Fitness?

Maxx and Amanda recently did a collaboration video ( in which they answered fairly random questions from fans. The most intriguing question for me was something along the lines of, “What will be your next career move when you’re old and wrinkly and your sponsors drop you?”

Maxx and Amanda answered the question specifically by questioning social media’s staying power and through comparisons of job security in today’s workplace. Their short answer could be summed up as: We don’t know what the future of social media will be, but we’re no worse off than someone employed by a company who could be let go at any time.

For me, the question of relevance in the fitness industry would warrant a rather large number of examples. A few names that come to mind: Jack Lalanne, Jane Fonda, Richard Simmons, Arnold Schwarzenegger, etc. There are also several older YouTube fitness stars who continue to draw significant audiences, including Scooby1961, and for those who are more drug-interested, Rich Piana. I could go on to list a dozen other channels, but for brevity’s sake, let’s move on. In the end, there seems to be a long and proven track record in the fitness industry, especially outside of social media.

The question of YouTube longevity is something that is definitely less understood. This very topic was recently addressed in a Vanity Fair article entitled: The VidCon Revolution Isn’t Coming. It’s Here. A particularly insightful comment with regard to Maxx Chewning’s and Amanda Bucci’s response is below:

Big Frame’s Raymond was careful to remind me that this is a very new business, that “we only have data points looking back a few years. There are no 20-year YouTubers.” So we really don’t know what to expect as these people grow and navigate their booming enterprises. Outcomes could be good, with stable and flourishing careers lasting well into adulthood. Or, we could be creating a new and exponentially larger class of child stars headed for oblivion—a hundred Lindsay Lohans, or, in the worst possible scenario, a dozen River Phoenixes. We really don’t know.

The article’s author, Richard Lawson, goes on to state:

Are we not just placing the shinier, prettier kids on a gleaming pedestal and telling them, over and over again, that the often mundane things they’re putting on camera—the dating tips and wacky pranks and Draw My Lifes—are more special than they really are, simply because of their popularity, their potential profitability?

I believe Maxx Chewning’s channel resides outside of the stereotypes that Lawson portrays as the typical YouTube star. For one, Maxx isn’t a child, but already an adult. Second, he provides excellent insights into fitness that are relatively devoid of the banalities and triteness that are often found in other YouTube channels. While I am a newcomer to Amanda’s channel, my initial impression is that she seems extremely level-headed and well on her way to making her mark in the fitness industry.

I hope Maxx and Amanda go on to have continued success in social media. They both seem to be passionate about helping others succeed and documenting their trials and tribulations along the way. I will continue to be a subscriber of their information, regardless of whether or not it’s on social media or some other medium.

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