This absurd MAHA video is promoting dangerous 'wellness' trends. Here’s what you missed
Industry Buzz
Federal public health agencies should be promoting exercise, but this video sponsored by the HHS using our tax dollars clearly misses this mark. [Instead], good pubic health communication should rely on simple, concrete, and evidence-based information that is applicable to the masses.
—Zachary Rubin, MD, via Instagram @rubin_allergy
I cannot overstate how weird it is this video was put out by the US government... These performative strong-man videos won't make our country healthier; this is a performance, [and] while we watch, the terrible decisions that actually shape our health keep happening off camera.
—Jessica Knurick, PhD, RDN, via Instagram @drjessicaknurick
When you think of a tax-funded health messaging from institutions like the US Department of Health and Human Services, shirtless public figures doing push-ups in a sauna and chugging whole milk in a hot tub might not be the first image that comes to mind. But that’s exactly what viewers got this week when Robert F. Kennedy Jr. teamed up with Kid Rock in a wildly unconventional promotional video for the “Make America Healthy Again” campaign. []
“We should expect better from our federal public health leaders,” said pediatric allergist and clinical immunologist Zachary Rubin, MD, in an Instagram Reel. No kidding.
Posted to social media with the tagline “GET ACTIVE + EAT REAL FOOD,” the 90-second clip shows the two men participating in activities likely meant to inspire American viewers toward two pillars of health: physical activity and a healthy diet. Instead, it seems more like an advertisement for viral "wellness" trends that lack scientific backing and, in some cases, have been widely linked to health risks.
Ahead, we break down the wellness trends highlighted in the video, the health risks left ignored, and the potential impacts to your clinical practice.
Related: MAHA's controversial Super Bowl ad suggests obesity is a moral failing. Docs know it’s not that simple1. Exercising in a sauna
Cardio-focused workouts can provide heart-healthy benefits in some patients, but not all. But cardio in a dry heat reaching 150°F? That's dangerous for even the fittest of patients.
What to share with patients
High heat can disrupt thermoregulation and contribute to heat-related illnesses—from cramps and exhaustion to life-threatening heat stroke—especially when combined with exercise or underlying risk factors like medication use and cardiovascular disease. []
Sauna use shifts blood flow to the skin, increases heart rate and cardiac workload, and causes rapid dehydration—all of which compound the strain of physical exertion. []
Although moderate sauna sessions (5–20 minutes) are generally tolerated in healthy adults, excessive exposure, rapid heart rate, and cardiovascular stress responses are well documented, particularly in irregular users. []
2. Cold plunging
Cold plunging typically involves submerging the body in water temperatures ranging from about 50°F to near-freezing for several minutes. Popularized by athletes and wellness influencers, it’s often promoted for reducing muscle soreness, boosting mood, enhancing recovery, and even “strengthening” the immune system.
Physiologically, however, cold immersion is not a passive experience.
What to share with patients
Sudden immersion in cold water triggers a “cold shock” response; it increases blood pressure and heart rate, posing a risk for people with underlying heart disease. []
Hypothermia and tissue damage are real risks with prolonged cold exposure, especially beyond a brief therapeutic window. []
Most health sources caution that cold plunges are not benign and recommend gradual exposure, supervision, and medical clearance for at-risk patients. []
3. Switching between extreme heat and extreme cold
Contrast therapy—alternating between heat exposure (such as saunas or hot tubs) and cold immersion—is increasingly marketed as a way to boost circulation, speed recovery, and enhance resilience. The practice is rooted in the idea that rapid temperature shifts “train” the vascular system and stimulate beneficial physiologic adaptation. But from a cardiovascular standpoint, these abrupt transitions are far from neutral.
What to share with patients
Alternating heat and cold exposures via saunas/hot tubs and cold plunges can cause rapid vasodilation followed by vasoconstriction, imposing acute hemodynamic stress on the cardiovascular system.[]
Public-health reviews document that sudden exposure to cold water after heat exposure induces the cold shock response and increases blood pressure, which may precipitate arrhythmias or other adverse events in vulnerable patients.[]
Contrast therapy has contraindications (eg, cardiovascular disease and circulatory issues) and should not be assumed to be safe for everyone. []
4. Improper workout attire
Inexplicably, RFK and Kid Rock are both shirtless and wearing denim jeans with work boots. We don't need to expound on the virtues of athletic shoes over rigid work boots when engaging in physical activity. But from a science perspective: Stiffer soles and limited ankle mobility can alter gait mechanics and ground reaction forces, potentially increasing the risk of overuse injuries, ankle sprains, and other injuries. []
What to share with patients
Denim can be a heavy, non-breathable fabric with poor moisture-wicking properties, which impairs evaporative cooling and can contribute to heat retention during exertion. []
Lightweight, breathable fabrics can reduce the risk of heat illness, particularly in warm environments or during high-intensity activity. []
Restrictive clothing can also limit stride length and hip mobility, potentially altering biomechanics and increasing strain on the knees and lower back. []
Research on footwear biomechanics shows that increased shoe mass raises metabolic cost during walking and running, which can accelerate fatigue. []
We didn't even touch on the image of RFK chugging "RAW MILK" (per the caption) in a hot tub, but you can read more about that here:
Related: The most dangerous thing you could drink right now