The Guardian has identified a dozen ambassadors, affiliates, and employees of Gencore Global, a UK-based wellness brand, who are actively promoting and selling anabolic steroids and other performance-enhancing drugs through an underground Telegram network. The network, initially called Rohm and now rebranded as Anabolic By Nature, also markets experimental peptides and prescription-only medications.
Gencore's Dual Role: Wellness Brand and Steroid Marketplace
Gencore Global presents itself as a health and wellness company, selling skincare, hair-loss treatments, and supplements. It has appeared at FitXpo North West, sponsored a racehorse, launched a combat sports promotion, and plans to attend the National Running Show. However, the Telegram channels run by its affiliates offer a range of illegal substances, including anabolic steroids, human growth hormone, weight-loss drugs like tirzepatide, and unregulated peptides such as BPC-157 and TB-500.
The collective following of the identified individuals exceeds 180,000 on TikTok and Instagram. At least six admins on Anabolic By Nature share usernames or images with Gencore ambassadors, employees, or affiliates. The Gencore founder and CEO, Darren Wicks, is reportedly an admin of the Telegram group, where he informs users about stock, addresses delivery delays, and advises on transporting steroids through airports.
Health Risks and Legal Status
Anabolic steroids, synthetic versions of testosterone, carry significant health risks, including suppression of natural testosterone, infertility, acne, hair loss, mood changes, and increased risk of heart disease, high blood pressure, and liver damage. In the UK, possession for personal use is legal, but selling, supplying, or distributing without a license is illegal, as is unauthorized importation.
Peptides are naturally occurring in the body, but many experimental peptides like BPC-157 and TB-500 lack scientific evidence for human benefits and are illegal to sell with medicinal claims. The Telegram network also offers prescription-only medicines without a prescription.
Ambassadors Recruit and Promote Steroids Openly
Gencore ambassadors actively recruit new members to the Telegram channels, offering commission on sales. On the sales platform, they advertise 12% commission. One ambassador, Lewis G (LJG Fitness on TikTok), posts about his steroid use, including the powerful trenbolone, which he said caused psychological side effects like aggression and mental instability. His TikTok videos have over 22,000 likes, and his bio links to the Anabolic By Nature sales platform and Gencore.
In the Telegram chat, Wicks encouraged members to become Gencore ambassadors, noting commission opportunities. When asked for comment, Wicks stated that Gencore Global "did not sell steroids" and attributed the overlap to "crossover between communities."
Expert Warning on Normalization
Geoff Bates, a lecturer in public health policy at the University of Bath, warned that social media is normalizing steroid culture, linking it to masculinity and appearance norms. He noted an overlap between steroid use and wellness, with users often believing they are enhancing their wellbeing. "It has become increasingly normalised – you go to the gym, take supplements, and using these substances can seem like just another part of that culture," Bates said.
The Telegram channels have been repeatedly shut down and recreated. The previous channel, Rohm v2, had over 13,000 members in November 2025, while Anabolic By Nature amassed more than 5,500 members since April.
