The Reality of Hustle Culture: Motivation or Scheme?

Written by Emir Taha Macit

You may have seen one of those “morning routine” videos where someone wakes up at 3 a.m. to start their day and engages in all sorts of busy-rich-person activities. Or perhaps you’ve seen a video of someone flaunting their car, which they claim to have earned through relentless “grinding.” But why are such videos so common? Do these people actually live like this and aim to motivate others? Or are they simply trying to deceive viewers into signing up for their overpriced coaching programs that teach nothing remarkable? Let’s dive into the world of hustle culture to understand what makes it so popular, while also examining a few well-known influencers and entrepreneurs to answer this question.

We should begin by defining what the term hustling really means and where it originated. Hustling refers to the sustained and determined efforts made to achieve success. These actions often require lifestyle changes and stem from an intense dedication to reaching personal or professional goals. Hustling typically involves grinding—working constantly and relentlessly toward something, sometimes even sacrificing aspects of one’s social life to do so. Some sources trace the roots of hustle culture back to the 1990s and early 2000s, when entrepreneurship began gaining recognition as a highly profitable and glamorous way of life. Once this mindset became popular, it didn’t take long for people to start creating content centered around this lifestyle.

A recent example of this trend is Ashton Hall, an American influencer who rose to fame after his “morning routine” video went viral in March of this year. His routine included unusual habits for most people, such as waking up at 3:50 a.m. and rubbing a banana peel on his face. The video contained several questionable moments, but assuming it was genuine, it demonstrated just how extreme the rise-and-grind mindset can be. Hall reportedly earned part of his fortune through online coaching and most of it from his older, less popular videos. Although his fame has declined significantly since then, his platform served as an interesting representation of positive entrepreneurship for those who admire the hustle mindset. However, in contrast to people like Hall, there are countless others who exploit this culture in toxic ways—and their influence is often far more noticeable.

One of the main figures responsible for amplifying the toxic aspects of hustle culture is British-American internet personality Andrew Tate. A former kickboxer, Tate is a highly controversial hustler who gained fame after a TikTok video of him showing off his Bugatti went viral. He is also the founder of Hustler’s University, a $50 online course that supposedly provides insight into topics like e-commerce and investing. Yet, many report learning nothing genuinely useful from it. The course has been widely criticized for implying that making money is simple and effortless. Beyond this, Tate’s reputation is mired in controversy due to his overtly misogynistic views. What makes his influence especially troubling is his ability to reach countless impressionable teens and desperate individuals, promoting hateful beliefs while luring them into believing that his advice will lead them to wealth. There are, of course, many other creators—both positive and negative—who embody the hustler mindset. This raises an essential question: why is this lifestyle admired by so many people?

At first glance, the idea of dedicating long hours and sacrificing other parts of one’s life to pursue a goal appears inspiring and even realistic. After all, isn’t success worth the effort? However, the truth is far more complex. Owning luxury homes and cars may sound appealing, but losing your sense of self in the process can have devastating consequences. As much as the internet glamorizes success and glorifies “living the dream,” it rarely reveals the full extent of the sacrifices, mental exhaustion, and burnout that often accompany it. The rise of hustling and grinding culture can likely be attributed to fear of missing out (FOMO)—a feeling that toxic influencers cleverly exploit. They often promote their courses using false scarcity tactics, claiming there are “limited spots available” or offering fake limited-time discounts. But life isn’t all about material possessions; it’s filled with experiences and joys that money cannot buy. While financial stability is certainly valuable, maintaining a healthy balance between personal well-being and ambition is far more important.

In conclusion, hustle culture is a massive social movement with both positive and negative sides. While certain figures in this space, like Ashton Hall, embody humility and dedication, others, like Andrew Tate, remind us of how harmful it can become when taken to extremes. These examples highlight how dangerous the internet can be for impressionable audiences. Although hustle culture is often portrayed as a path to living one’s dream life, it can just as easily lead to exhaustion and disillusionment. Still, beneath all the noise, there remains a kernel of valuable advice—so it’s crucial to approach any guidance from the internet with skepticism and critical thinking.

References:

1. Megan Carnegie, “Hustle culture: Is this the end of rise-and-grind?”, BBC, 2023, https://www.bbc.com/worklife/article/20230417-hustle-culture-is-this-the-end-of-rise-and-grind

2. Adele Jackson-Gibson, “How to Identify Hustle Culture and What You Can Do to Break Away From It”, Good Housekeeping, 2021, https://www.goodhousekeeping.com/health/wellness/a38416524/hustle-culture

3. Ashton Hall (@ashtonhall), Instagram, https://www.instagram.com/ashtonhall

4. Shubham Singh, “Hustlers University Review 2025 – Is It a Scam?”, Demand Sage, 2024, https://www.demandsage.com/hustler-university-review