Ethan Payne is not the same person he was in 2013. If you go back and watch the early days of the Sidemen, you see a loud, boisterous teenager known as "Behzinga" who mostly played FIFA and made self-deprecating jokes about his weight. It’s kinda wild to think about now. Today, Ethan from the Sidemen is a father, an endurance athlete, and the face of one of the most drastic physical and mental overhauls in digital media history.
He basically became the poster boy for what happens when a creator decides to stop being a caricature and starts being a human.
Most people know him as one-seventh of the UK’s biggest creator collective. But if you’re just looking at the Sidemen Sunday uploads, you’re missing the actual story. It’s a story about a kid from East London who grew up without a father, found fame in a bedroom, and then had to rebuild his entire identity while millions of people watched him through a lens.
Why Ethan Payne’s fitness journey actually mattered
For years, the "Behzinga" brand was built on being the funny, bigger guy. It was his niche. Then, around 2018, everything shifted. He didn’t just lose a few pounds; he completely re-engineered his lifestyle.
People think it was just about looking better for the camera. Honestly? It was deeper than that. Ethan has been incredibly vocal about his struggles with mental health and the dark places he found himself in before the weight loss. In his YouTube Originals documentary, How to Be Behzinga, he laid it all out. He talked about suicidal thoughts. He talked about the pressure of the spotlight.
He lost over 30kg. That’s huge. But the ripple effect on the Sidemen brand was even bigger. It showed that creators didn't have to stay stuck in the "character" they created when they were 18. It gave the group a new layer of maturity.
The science of the "Behz" shift
It wasn't some magic pill. Ethan leaned into heavy compound lifting and a massive caloric deficit, documented heavily on his social media. He started training with professional athletes and pushy trainers who didn't care about his subscriber count. You could see the change in the Sidemen videos—his energy changed. He went from the guy who was often the butt of the joke to someone who was leading the physical challenges.
- He ran the London Marathon.
- He started his own fitness-focused brand, ZRK.
- He became a Gymshark athlete, bridging the gap between "gamer" and "gym rat."
The impact of fatherhood and the Faith Kelly era
If the fitness era was Ethan 2.0, fatherhood is definitely Ethan 3.0. When he and his partner, Faith Kelly, announced they were expecting, the internet predictably went into a frenzy. Their daughter, Olive, was born in late 2022, and it changed the vibe of his content entirely.
You see it in "Growing Paynes," the podcast he does with Faith. It’s raw. Sometimes it’s a bit too honest for some people's liking, but that’s why it works. They talk about the "ugly" parts of parenting and relationships. They don't pretend it's all sunshine and Instagram filters.
Actually, the dynamic between Ethan from the Sidemen and Faith has become a cornerstone of his individual brand. It’s separate from the group. While the Sidemen are doing $100,000 hide-and-seek games, Ethan is also building a "family-man" persona that resonates with the fans who grew up alongside him. Those fans aren't 12 anymore; they're in their 20s and 30s now. They’re dealing with the same "adulting" stuff he is.
Facing the "absent father" narrative
You can't talk about Ethan without mentioning the "dad" jokes. It’s a running theme in Sidemen videos—the guys constantly roast him about his father not being around. For a long time, Ethan leaned into it. He made the jokes himself.
But as he’s gotten older, he’s been more reflective. He’s spoken about the "Search for Behzinga" and trying to track down his biological father. It’s a heavy topic for a comedy group, but it adds a layer of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to his persona. He isn't just a guy screaming at a webcam; he's someone who has navigated real-life trauma and come out the other side.
This transparency is why he has such a loyal fanbase. You feel like you know him. When he’s happy, the comments are filled with genuine support. When he’s going through it, people actually care.
The Sidemen business empire: Ethan's role
Behind the scenes, the Sidemen are a massive corporate entity. We’re talking about XIX Entertainment, Side+ (their subscription service), Sides (the chicken restaurants), and XIX Vodka.
Ethan isn't just a "talent" in these ventures. He's a shareholder.
- Sides: He’s heavily involved in the marketing and testing of the food.
- XIX Vodka: You’ll often see him at the launch events, moving more like a businessman than a YouTuber.
- Best: The cereal brand they launched.
It’s a massive pivot from the early days of just making "Road to Division 1" videos in FIFA. The group has become a mini-conglomerate. Ethan’s specific contribution is often his relatability. While JJ (KSI) is the global superstar and Simon (Miniminter) is the content mastermind, Ethan is the "everyman" who turned his life around. That’s a powerful marketing tool.
What most people get wrong about Ethan
A common misconception is that Ethan is the "loud one" just for the sake of it. If you watch closely, his timing is actually quite calculated. He knows how to move a video along. He knows when a bit is dragging.
Another mistake? Thinking his "Behzinga" persona is fake. It’s just an amplified version of his actual personality. He’s naturally competitive—sometimes to a fault—which you see in the Sidemen Charity Football matches. He takes it seriously. He wants to win. That competitive streak is likely what fueled his physical transformation in the first place.
How to apply the "Behz" mentality to your own life
Looking at Ethan Payne’s journey gives us some pretty clear takeaways. It’s not about becoming a YouTuber; it’s about the mechanics of personal change.
Start with the uncomfortable stuff.
Ethan didn't get fit by doing the easy things. He addressed the mental health issues first. He talked about his therapy. If you're trying to make a big change, you can't just fix the surface-level symptoms. You have to go after the root cause.
Lean into your community.
He wouldn't have made it without the other six Sidemen. They held him accountable, even if it was through "tough love" and constant roasting. Surround yourself with people who want you to be better, even if they're annoying about it.
Don't be afraid to outgrow your old self.
If Ethan had stayed "the fat guy who plays FIFA," he probably would have burned out years ago. He allowed himself to evolve. You don’t owe your past self anything. If you want to change your career, your body, or your vibe, just do it. The people who actually matter will stick around.
Document the process.
Whether it’s through photos, a journal, or videos, keep track of where you started. On the days when Ethan feels like he hasn't made progress, he can look back at a video from 2014 and see exactly how far he’s come.
Next Steps for Fans and Creators:
- Audit your circle: Are the people around you pushing you to improve like the Sidemen pushed Ethan?
- Consistency over intensity: Ethan didn't lose the weight in a week. It took years of showing up. Pick one small habit today and just don't stop.
- Watch the Documentary: If you haven't seen How to Be Behzinga, watch it. It’s the best look at the reality of being a creator in the 2020s.