Sam Sulek rose to internet fame in 2023 through his candid, long-form bodybuilding vlogs that contrast sharply with the hyper-edited fitness content typical of social media. Known for his incredible physique, soft-spoken demeanor, and signature 'winter bulk' diet consisting of massive amounts of chocolate milk and cereal, Sulek became a relatable yet legendary figure in gym culture. Memes typically revolve around his intense workout philosophy, his low-quality car camera angles that resemble hostage videos, and his total dedication to the 'pump.' The Sam Sulek meme format is widely used to humorously exaggerate the effects of minor gym achievements or to celebrate the simple joys of a high-calorie bulk.