Popular Kazakh blogger and fitness record holder Aitym Zhakupov — often described by fans as the country’s strongest man — has transformed his athletic background into a platform for combating obesity. His social reality show, JanaMen («New Men» or «A Better Version of Myself»), documents dramatic weight-loss journeys and regularly draws millions of views online.
A project that began by chance
Zhakupov has said the idea for the project emerged unexpectedly several years ago. His cameraman at the time, 21-year-old Alisher, weighed about 140 kilograms and struggled to keep up physically during filming. Accustomed to strict training routines, Zhakupov invited him to work out at the gym. Within two weeks, Alisher lost 7 kilograms, and the video chronicling the transformation attracted more than 2 million views in a single day.
Obesity as a psychological and social issue
According to Zhakupov, excess weight is rarely just a matter of diet. He has repeatedly emphasized that obesity is often linked to childhood trauma, bullying, low self-esteem and family difficulties. In severe cases, when a person’s weight reaches 250 to 300 kilograms, he warns the condition can become life-threatening. He also frequently points to sedentary lifestyles as a major contributing factor.
Individualized training at the core of JanaMen
The guiding principle of JanaMen, which has completed three seasons, is a personalized approach. Participants begin with an initial period focused on weight loss, followed by the gradual development of consistent eating habits, sleep schedules and exercise routines. Only after these foundations are established do they move on to building muscle. Zhakupov stresses that long-term success depends not only on losing weight but on maintaining it, noting that rapid rebounds are common without sustained lifestyle changes.
Dramatic transformations draw attention
The program has produced a number of striking success stories. One participant, Shukhrat Bakiyev, arrived weighing 290 kilograms and dropped to 170 kilograms in eight months, becoming one of the project’s most notable examples.
Another recent case involved 51-year-old Kuralbai from the city of Aktau, who returned home eight months later having lost 110 kilograms.
Bloggers join for health, not bets
Earlier this summer, the program also took on Kazakhstani blogger Zheka, known online as «Fatbelly,» who weighed 146 kilograms when he joined. Zhakupov explained that the blogger had previously lost weight several times, often motivated by bets involving luxury cars. This time, however, the goal was personal health. Within a few months, Zheka shed 16 kilograms.
A program with consistent results
Despite occasional setbacks, the results from JanaMen have been consistently strong. Nearly all participants lose between 30 and 50 kilograms. Zhakupov recruits candidates from across the former Soviet Union, and supporters say his methods deliver not only physical transformation but lasting psychological change as well.
