The Liver King's net worth will likely reach $12 million by 2025, a far cry from Brian Johnson's bold claim of being worth $310 million. This huge gap shows the real story behind the ancestral lifestyle guru's fortune.
Brian Johnson, better known as the Liver King, made his money from his supplement businesses. Each of his four supplement brands brings in more than $1 million every year. His Ancestral lifestyle brand alone makes $3-4 million yearly from website sales.
The Amazon sales could add another $24 million, though profit margins stay around 38%. His reputation took a big hit after he came clean about using steroids. He had denied it before, and news broke that he spent $11,000 each month on performance-enhancing drugs.
This piece digs into the real story of Liver King's wealth, his business ventures, and how his controversies affected him. We'll also look at the new Netflix documentary "Untold: The Liver King" that shows his rise to fame and the backlash that followed.
What Is Liver King's Net Worth in 2025?
Brian Johnson's actual net worth in 2025 falls nowhere near his public claims. Multiple financial analyzes show the social media personality, who became famous as the "Liver King," created a story about his wealth that doesn't line up with reality. Let's get into what his fortune really adds up to and why his self-reported numbers don't quite add up.
Estimated range from $10M to $12M
Financial estimates in 2025 put Liver King's net worth between $10 million and $12 million. These numbers, though impressive, differ greatly from Johnson's own reports. MoneyMade and other financial analysis sites tucked into his business operations to reach this more modest valuation.
Johnson's wealth mainly comes from his supplement empire. He put money into four different supplement brands, each bringing in over $1 million yearly. His main business, Ancestral Supplements, brings in most of his wealth.
Breaking down his revenue streams:
- Ancestral lifestyle brand: Estimated $3-4 million in annual revenue from website sales
- Amazon sales: Potentially contributing up to $24 million in revenue
- Company profit: Approximately $3 million, with Johnson's personal stake around $1 million
- Additional supplement companies: Johnson likely holds minority stakes in these, bringing in less personal income
His wellness enterprises together pull in big revenue, with some reports pointing to figures around $100 million yearly. All the same, this represents gross revenue before expenses, taxes, and other business costs—not his personal net worth.
Why his $310M claim is misleading
Brian Johnson boldly claimed on Instagram that his net worth reached $310 million in September 2023. No independent financial analysts or publications have confirmed this self-reported figure.
Johnson's calculation used a simple "assets minus debts" formula, broadly defining his assets as cash, real estate, equities, and content. Financial experts don't buy this valuation method, especially since the math fails to match up with his known business operations.
Johnson's personal website shares his viewpoint on wealth, "We can't have true net worth without self-worth, and a man's ultimate symbol of status is his family. As such, net worth is created by compounding interest… internal value (self worth)". This mix of financial worth with personal values might explain the inflated figure.
These factors make his $310 million claim look doubtful:
- The gap between verified business revenues and his claimed worth
- Lack of independent verification from credible financial institutions
- His inclusion of non-liquid assets like "content" in his calculations
- His brand's recent emergence hasn't had time to build such wealth
Johnson built a successful business empire around his primal lifestyle brand. Yet financial analysts consistently value his actual net worth at about one-thirtieth of his claims. The difference between Liver King's public persona and financial reality mirrors other contradictions throughout his controversial career.
From Pharma to Fitness: Brian Johnson’s Career Path
Brian Johnson built his estimated $10-12 million net worth well before he started eating raw organs on camera as the Liver King. His remarkable transformation from a pharmaceutical sales representative to one of social media's most popular fitness personalities tells an interesting story.
Early life and education
Brian Johnson came from a modest household. Nothing about his early years suggested he would become a wellness entrepreneur. Health issues marked his childhood years, which later shaped his lifestyle philosophy. Other kids bullied him, and he struggled with self-confidence. These challenges pushed him toward bodybuilding and fitness.
Johnson studied biochemistry and business after high school. This combination proved valuable when he started developing and marketing supplement products. Unlike other fitness influencers, his formal education helped him understand the scientific terms he would use to promote his ancestral lifestyle.
His early experiences with traditional medicine left him wanting more. This disappointment led him to look for different approaches to health and wellness. These experiences became the foundation of his future business ventures and personal brand.
Pharmaceutical sales and dentistry business
Before becoming the Liver King, Johnson excelled in pharmaceutical sales. He learned vital skills in marketing and persuasion. The industry taught him how companies position and sell health products to consumers.
Johnson and his wife (now known as "Liver Queen") showed their business skills by opening a successful dental practice in Texas. This venture became his first major business success and created the financial base for his future supplement empire.
The dental practice brought substantial profits that allowed Johnson to:
- Create capital for future investments
- Learn how to run a health-related business
- Build connections in the wellness industry
Johnson developed his personal fitness philosophy while working in pharmaceutical sales and dentistry. He tried different nutritional approaches during this time. His professional background gave him unique insights into both traditional medicine and alternative health markets.
Birth of the Liver King persona
Brian Johnson transformed into "Liver King," an ancestral lifestyle guru, around 2021. He started posting videos of his unique diet and lifestyle on social media. His sons' health issues inspired him to adopt what he calls an "ancestral lifestyle."
He created content showing himself eating raw liver and organ meats while doing intense workouts. His unique look – muscular body, distinctive facial hair, and shirtless appearances – got massive attention on Instagram and TikTok.
Johnson designed the Liver King character to represent primitive masculinity and ancestral wisdom. He created "ancestral tenets" that included eating raw organs, intense training, sun exposure, and cold therapy. His message struck a chord with people looking for different approaches to health and masculinity.
He used his growing social media following to promote Ancestral Supplements and other businesses. His marketing genius showed in how he connected his personal brand to his products. He suggested that while not everyone could live exactly like him, his supplements
offered an easier path to ancestral health.
The Liver King persona helped Johnson turn his earlier business success into a multi-million dollar supplement empire. This transformation substantially adds to his current net worth.
The Business Behind the Brand
Brian Johnson has built a supplement empire worth an estimated $10-12 million. His brands generate $100 million in annual revenue. The sophisticated business operation behind his primitive lifestyle persona has helped him amass substantial wealth through brand development and smart marketing.
Ancestral Supplements and its growth
Johnson's flagship company, Ancestral Supplements, specializes in organ-based supplements and protein powders that match his "ancestral living" philosophy. The company website attracts 175,000 unique monthly visitors who spend $80 on average per order. Direct website sales alone bring in $3-4 million annually.
Amazon sales boost the company's revenue by a lot, adding about $24 million each year. The core products – beef liver and organ supplements – bring in roughly $1 million monthly.
The supplement industry's 38% profit margin makes this business highly lucrative. Ancestral Supplements earns between $380,000 and $3 million in profit annually. The company's growth story stands out – Johnson reports their revenue jumped from $3 million in year one to $50 million the next year.
Other supplement ventures and partnerships
Johnson has grown his empire through mutually beneficial alliances and new ventures.
His portfolio includes:
- Heart & Soil: A weight loss supplement company co-owned with Paul Saladino that makes about $5 million yearly
- The Fittest: A strength supplement business earning just under $5 million per year
- Medicine Man Plant Company: A mushroom-based supplement venture with Mark Vorderbruggen that made roughly $1 million in its first year
These business deals let Johnson keep majority ownership in some ventures while taking smaller stakes in others to broaden his supplement portfolio. His strategy focuses on long-term value creation and careful product selection that complements existing brands.
Social media monetization and endorsements
Johnson's social media presence started at a loss but ended up becoming a powerful marketing engine for his supplement empire. His social media campaign launched in September 2021 and gained one million followers in just six months.
His following grew to 1.7 million on Instagram and 3.8 million on TikTok. Working with social media consultants, Johnson created content that highlighted his unique persona through videos of raw meat consumption and strength demonstrations.
His social media success opened new revenue streams through sponsored content, affiliate marketing, and speaking engagements. Johnson chooses brand partnerships that match his ancestral living philosophy, though recent controversies have made some brands more careful about working together.
Controversies That Shook His Empire
Brian Johnson's carefully built empire faced its biggest challenge in late 2022. His authenticity came under scrutiny, which threatened his net worth and business credibility. The upcoming revelations would test his millions of followers' loyalty and could affect his supplement business revenue.
Steroid use and public confession
Johnson repeatedly denied using performance-enhancing substances during his rise to fame. "I don't touch the stuff. I've never done the stuff. I'm not going to do the stuff," he stated on Mark Bell's Power Project podcast in 2022. These claims became the foundation of his credibility and commercial success.
The story changed when YouTuber "More Plates More Dates" published leaked emails. The emails revealed Johnson spent $11,000 monthly on steroids and human growth hormone. The irrefutable evidence forced Johnson to post a confession video on December 1, 2022, that got over 2.6 million views.
"Yes, I've done steroids, and yes, I am on steroids, monitored and managed by a trained hormone clinician," Johnson admitted. He acknowledged that "Liver King" was a public persona created to go viral "as an experiment".
Fan backlash and legal issues
Johnson's admission sparked intense criticism from his betrayed fans. One YouTube commenter wrote: "I have self-esteem issues with my body… and honestly feels like now I can't get big for a long time because all of these creators are doing steroids". The public disappointment led to serious legal challenges.
A $25 million class-action lawsuit targeted him and his companies with accusations of:
- Using deceptive marketing to sell products
- Promoting "a dangerous and life-threatening diet"
- Misleading consumers about his physique
The court dismissed the lawsuit in 2023, but it posed a major threat to his business operations.
Rebuilding trust post-scandal
Johnson showed remarkable resilience in maintaining his business empire. He took a brief break from social media before returning to his platforms with adjusted messaging. He claims to have stopped using performance-enhancing substances since January 2023.
"I guess I want the world to know that I was wrong. I got all of it wrong," Johnson reflected in Netflix's "Untold: The Liver King" documentary. The controversy did not diminish his online influence significantly. He still maintains 2.9 million Instagram followers and 6.1 million on TikTok.
Family, Lifestyle, and the Netflix Spotlight
A family stands behind every successful brand. The Johnson family exemplifies this through their support of Brian's estimated net worth. They are the life-blood of his ancestral lifestyle brand. Their marketing narrative has helped build his fortune through business ventures and media appearances.
The Johnson family and ancestral living
Personal tragedy and health challenges shaped the Johnson family's unique lifestyle. Brian Johnson lost his father at age two and grew up without a male role model. This loss sparked his fascination with masculinity and muscle-building.
Action heroes became his surrogate father figures. He often mentions that "Arnold Schwarzenegger in Conan the Barbarian and Sylvester Stallone in Rambo: First Blood became his ideal combination".
Their sons' severe health crises pushed the family to embrace ancestral living completely. "We'd be in Starbucks, and Stryker would stop breathing. [I would think,] my kids are dying," Johnson shared in the Netflix documentary. This medical emergency transformed their lifestyle permanently.
Role of Liver Queen and their children
Barbara Johnson, known as the "Liver Queen," is a vital part of the family business. She left Poland at age 15 and built a successful dental career in America. Her path crossed with Brian's while snowboarding in 2006. The couple married in early 2009.
Rad and Stryker, their teenage sons, actively support the ancestral lifestyle brand:
- They appear in videos consuming "15 daily raw egg yolks"
- Post content as "Liver Boy Rad" and "Stryker the Barbarian"
- Their homeschooling includes "jiu jitsu, lifting weights, hunting, and business making"
Barbara's dental practice supported the family financially before their ancestral living brand gained success.
Impact of Netflix's 'Untold: The Liver King'
The 2025 Netflix documentary "Untold: The Liver King" changed how people viewed the family. Johnson showed "a different side" during filming. He ended up admitting, "I got it wrong. I got all of it wrong".
The documentary's end shows Johnson accepting his approach's extreme nature. He now includes fruits and vegetables in his diet. His future plans involve opening "precisely 302 retreats" that promote a modified version of ancestral living.
Conclusion
Brian Johnson's claimed net worth of $310 million doesn't match reality. Financial experts estimate his actual wealth at $10-12 million by 2025. This huge difference shows the gap between his public image and the truth.
Johnson's path to wealth started in pharmaceutical sales before he became a social media star. His business sense helped him build four supplement companies. His main company, Ancestral Supplements, brings in solid profits that are the foundations of his wealth. The "Liver King" character might be his best creation though. His following grew to millions in just months.
The steroid scandal became a major turning point. He first denied using performance drugs but later had to come clean. Many thought this would destroy everything he built. His brand showed surprising strength through the crisis. The Netflix show "Untold: The Liver King" gave him a chance to bounce back. He owned up to his mistakes and kept his influence.
The sort of thing i love about Johnson's story is how his family fits into both his life and business. His wife Barbara (known as "Liver Queen") and sons Rad and Stryker don't just live the ancestral way – they sell it. Their family brand works as both business and lifestyle.
The Liver King story tells us something about being real versus selling yourself in the digital world. Johnson built his millions by selling primal masculinity and ancestral wisdom, whatever his own struggles with those ideals. His net worth might be nowhere near what he claims, but his story shows how modern entrepreneurs can turn personal brands into real money.
FAQs
Q1. What is Liver King's actual net worth in 2025?
Liver King's net worth in 2025 is estimated to be between $10 million and $12 million, significantly lower than his self-reported $310 million claim.
Q2. How did Brian Johnson build his wealth?
Brian Johnson built his wealth primarily through his supplement businesses, including Ancestral Supplements, and by leveraging his social media presence to promote his products and lifestyle brand.
Q3. What impact did the steroid controversy have on Liver King's career?
The steroid controversy initially threatened Johnson's credibility and led to a class-action lawsuit. However, his brand showed resilience, and he maintained a significant following even after admitting to steroid use.
Q4. How does the Johnson family contribute to the Liver King brand?
The Johnson family, including his wife "Liver Queen" and sons Rad and Stryker, actively participate in promoting the ancestral lifestyle, appearing in content and embodying the brand's philosophy in their daily lives.
Q5. What role did social media play in Liver King's success?
Social media was crucial to Liver King's success, allowing him to rapidly gain millions of followers, effectively market his supplements, and create additional revenue streams through sponsored content and partnerships.
