Broicism: The fake “stoicism” that turned a 2,000-year-old Stoic wisdom into a billion-dollar scam

Broicism: The fake “stoicism” behind a billion-dollar scam

 
Summary

• Ancient Stoicism focused on building one’s character, judgment, virtue and understanding the nature of what life places beyond our control.
• Modern versions have turned Stoic wisdom into life hacks linked to wealth, external success, hypermasculinity and narcissistic personal achievement.
• Critics say Broicism strips away the philosophy’s concern for compassion, justice and human connection while selling manipulative answers and solutions.

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Somewhere between Zeno’s shipwreck (the founder of the Stoic school of philosophy) in 300 BC and TikTok’s hustle-obsessed alpha bros, something ancient got really distorted, if not entirely corrupted.

And just in case you’re wondering what a Stoic is, here’s a quick and simplified summary: A Stoic is a person who remains calm by understanding the nature of destructive forces and sees no virtue in reacting with anger or any negative emotion to setbacks, the behavior of others, or circumstances beyond their control.

So what began as a philosophy of virtue, rationality, and emotional clarity has been stripped of its humble spirit, dipped in protein powder, and sold back to the masses in $49 courses, chrome medallions, and pseudo-therapy podcasts.

The Aperture video essay “How Stoicism Became The World’s Greatest Scam,”  for one, examines and exposes how the ancient Greek philosophy was twisted into modern self-help, Silicon Valley culture, and the manosphere. 

The term manosphere refers to a network of online websites, forums, and social media groups that promote anti-feminist views, male supremacy, and aggressive ideas about masculinity. It includes subcultures like pick-up artists, men’s rights activists, and incels, which often blame feminism and women for men’s societal grievances.

The video describes this newer version of “stoicism” as more of Broicism, a.k.a Broism (“stoicism” for the bros, as in brotherhood, to mean “real men”) than anything else, which is basically Stoicism repackaged for men seeking external success, money, status, and greater control over their lives and the lives of others.

The appeal is easy to understand for many, as they use Stoic sayings that are short, memorable, and easy to turn into social media posts to manipulate their followers. 

Marcus Aurelius, an ancient Roman emperor, was also made a particularly iconic figure for this audience because he wrote about hardship, discipline, and self-control. 

But the original philosophy from the Roman emperor was concerned with something far more profound than just that. 

Stoicism was about building one’s character, not about building one’s place in the manosphere

Stoicism wasn’t meant to be flashy. It wasn’t built for clicks, thumbnails, or cold showers at 4 a.m.

The story of Stoicism goes all the way back in time when a wealthy merchant named Zeno of Citium lost everything in a shipwreck.  

Zeno's experience of losing everything helped shape his understanding of what people can and can't control. Broke and humbled, he then wandered into a bookstore in Athens and stumbled upon the teachings of the philosopher Sorcretes.

From that rubble, Zeno built something new: a school of thought focused on living in harmony with nature, understanding the nature of fate as it was, and cultivating virtue. 

Zeno didn’t need fame and fortune. He didn’t slap his name on the philosophy. He didn’t sell medallions. He chose a life of humility and reason instead. 

So did Epictetus, a former slave who taught that we can’t control what happens but only control how we respond to it. 

And so did Marcus Aurelius, a Roman Emperor who, despite being one of the most powerful men in the world at that time, spent his nights journaling about mortality, duty, and compassion. His writings in the Meditations remain one of Stoicism’s best-known texts.

In the mid-20th century, Stoicism saw a silent renaissance, not yet in influencer circles, but in psychology. The philosophy survived in different forms and later even influenced modern psychotherapy. 

Albert Ellis and Aaron Beck, pioneers of cognitive-behavioral therapy (CBT), were directly influenced by ancient Stoic ideas. They took inspiration from Stoic wisdom, such as this quote from Epictetus, who said:

“Men are not disturbed by things, but by the view they take of them.”

The connection was especially strong around the idea that people are affected not by the events themselves, but by the judgments they make about those events. This influence gave Stoic ideas a new life in those times.

Later, Vietnam War hero Admiral James Stockdale also credited Epictetus with helping him survive seven brutal years as a prisoner of war. 

The Admiral’s version of Stoicism was about survival. Endurance. It was about understanding the inevitability of pain and suffering in a given situation that had nothing to do with any of those Broicism schemes. Not even close.

Stoic teachings have echoed across centuries… quietly… until the internet got hold of them, twisted them, and even toxified them. 

The internet also gave Stoicism something the ancient philosophers never had: a global network for sharing short lessons and quotes, and for building communities, which also made the philosophy much easier to package and sell to the desperate and unassuming.

When Stoicism was made to become a product for profit and manipulation

Entrepreneurs began treating Stoic ideas as tools for handling pressure, improving productivity, and dealing with setbacks. 

Some found genuine value in them. Others appeared to treat Stoicism as another trend to adopt. 

The tech world also started to love Stoicism. Well, at least on the surface. Startup bros saw it as a productivity cheat code. 

CEOs began quoting Marcus Aurelius as they pulled all-nighters (working through entire nights without sleep) while optimizing their morning routines.

And then came bestselling “stoic” books, which introduced “stoicism” and attracted a whole new audience: from athletes to self-help junkies, and even entrepreneurs. It was digestible. Marketable. Memorable.

Soon, “stoic” websites were selling medallions engraved with the Stoic phrase “memento mori,” Latin for “remember that you will die,” for $30 each. 

Journals, courses, and email series also came along; all polished, priced, and pitched to help you “master your mind,” while making millions of dollars for those who sold them.

All of which opened the floodgates to artificial “stoicism,” or Broicism. 

Broicism vs. Stoicism

Aperture’s essay states that the differences between Stoicism and Broicism are that the Stoics, both ancient and modern, like Admiral Stockdale, viewed obstacles as just that: Obstacles. 

Life was, and still is, full of obstacles, and to think that you could will reality to change that sets you up for failure and unhappiness. Instead, you would need to understand what's inevitable and train yourself to recognize what cannot be changed. 

So, to quote the title of books influenced by Stoicism, such as “The Obstacle Is the Way,” Aperture raised this question: The way to what?

In the world of Broicism, “The Way” is to do pretty much anything you think will make you happy. It may not necessarily be what the book is advocating, but the question still remains whenever someone comes up with a title or statement like that.

When Marcus Aurelius wrote, “What stands in the way becomes the way,” it doesn't mean we should deliberately go looking for obstacles. Marcus Aurelius was talking about the obstacles life inevitably places in our path, which then become the path of one’s life. 

Modern slogans such as “The Obstacle Is the Way,” however, could be misinterpreted by readers as implying that they need to become more proactive, as though obstacles themselves are something to actively pursue, if such books either actually interpret them that way or don't clarify what they really meant by them. 

Broicism: Stoicism’s protein-powdered doppelgänger (copycat) that turns self-mastery into dominance

Broicism wears a Stoicism mask. It shouts “virtue” but then sells dominance, status, and power over others instead.

As many online forums and YouTube videos claim, the bros, also called the Broics, quote Marcus Aurelius’ Stoicism but then practice Broicism instead.

Where Stoicism teaches apatheia, an ancient Greek word meaning a state of rational calm, Broicism teaches suppression, especially of empathy, vulnerability, and anything resembling emotion. 

Where Stoicism defines success as moral integrity, Broicism defines it as having six-pack abs, financial domination, and an “unbothered” dating life or relationships.

In Broicism, women aren’t equal to men. They’re obstacles to control. Emotions aren’t meant to be understood. They’re meant to be dismissed, which is a dangerous path to depression and even insanity. 

Philosophy isn’t to be pursued for wisdom in Broicism either. They’re meant to be monetized instead.

The Aperture video describes Broicism as Stoicism that has been adapted to fit the beliefs of the manosphere and red-pill communities, which concern awakening men to the supposed reality that men are the oppressed gender in a society dominated by feminism.

Some parts of Broicism still resemble genuine Stoicism. Broicism may teach that people should focus on what they can control. It may encourage discipline, personal responsibility, and emotional control, which are also found in genuine Stoic philosophy.

The distortion occurs when Stoicism’s practices of emotional control are misinterpreted by Broicism as emotional suppression. 

For example, in one experiment, a “stoic coach” on Fiverr charged $50 for a consultation on how to stay unemotional, even if you see a woman getting abused or raped; you just walk past unfazed because that’s Stoic.

Well, in reality, that’s not Stoic. That’s Sociopathic. 

Such “stoic coaches” either misunderstood, misinterpreted, or manipulated the Stoic teachings of “acceptance” of what’s beyond our control. 

“Acceptance” in Stoicism means to understand the nature of something beyond our control. However, “acceptance” in Stoicism doesn't mean approval of something beyond our control. 

Stoicism doesn't teach people to stop having emotions. The ancient Stoics examined emotions closely and tried to understand how judgments shape them.

Broicism turns those Stoic teachings into something negative and even toxic: don't show weakness, don't complain, and become powerful.

The goal of ancient Stoicism was eudaimonia, an ancient Greek word that translates to a sustained sense of well-being and a life guided by virtue. 

Broicism, on the other hand, focuses on financial success, external validation, and one’s place in the social ranking order without necessarily becoming a better human being.

For the Stoics, those external gains weren’t the primary measure of a life well lived, as they considered wealth, fame, and reputation to be “indifferents,” creating a sharp contrast with much of today's self-help messages.

If Stoicism is presented as the secret to becoming rich, famous, powerful, or successful, then the philosophy has already been changed, or rather twisted, from what it is originally supposed to be.

Broic’s perfect mascot: Marcus Aurelius, a Stoic Roman Emperor 

Marcus Aurelius has become one of the most recognizable faces of modern Stoicism. He was a Roman emperor, military and political leader, and author of the popular Stoic thoughts, Meditations. 

For a movement built around masculine strength and power, the Roman emperor’s image is almost tailor-made specifically for the Broics.

But the historical Marcus Aurelius was more profound than the muscular, motivational figure frequently used in online “stoic” content.

Modern images of Aurelius make him look more like a fitness influencer, a bodybuilder even, than the emperor who wrote private reflections about his own conduct.

Stoic philosophy repeatedly placed one’s character above external rewards. Thus, Aurelius’ position also made him a poor fit for the idea that Stoicism is nothing more than about becoming rich and powerful.

The same applies to Zeno, Stoicism’s founder, who refused to profit from teaching philosophy while living a simple life; an uncomfortable contrast to a modern industry such as Broicism built around selling Stoic-influenced products.

The danger of turning philosophy into life hacks (temporary fast fix to problems) instead of a way of life

One reason Stoicism spreads so easily online is that its teachings can be compressed into memorable phrases, such as:

“Remember that you will die.”

“What stands in the way becomes the way.”

“Focus on what you can control.”

The above thought processes can be emotionally and psychologically powerful when understood in their proper context.

But when they become standalone slogans detached from the philosophy that introduced them, Stoicism risks becoming just another collection of life hacks rather than a way of life.

While such life hacks can help someone quickly deal with a particular problem, Stoicism asks a much more profound question: 

“What kind of person should you become?”

The distinction between the two can easily be lost when philosophy is reduced to some short videos, motivational posts, and profitable products. It becomes even easier to lose them when the audience is promised quick fixes and fast results.

And with how fast fake and inaccurate Stoic quotes spread online, including through AI-generated content, people can end up learning a version of “stoicism” that ancient Stoics never taught.

The result is a strange paradox. The more popular Stoicism becomes, the easier it becomes for people to encounter a poisoned version of it without ever reading the Stoics themselves.

What Broicism gets wrong, and what it gets ... half-right

Let’s all get one thing absolutely clear first: Broicism isn’t Stoicism.

Where Stoicism trains you to understand the nature of something you can’t control, Broicism pretends you can control everything, regardless of whether it’s your income, your image, or your relationships. It promises ultimate self-reliance through sheer willpower.

Where Stoicism teaches that fame, fortune, and status are indifferents, which are things that don’t affect your moral character, Broicism turns all those things into the whole point of being a Broic, or the “cool bro”.

But ironically, Broicism gets one thing, at least half-right: the need for “structure” and “discipline” in a chaotic world, and there’s also a reason Broicism attracts a number of the younger generation.

The modern world can leave people feeling powerless. Young men, in particular, may look for models of strength, discipline, and self-reliance. They're searching for guidance.

Many have no strong mentors, no healthy emotional frameworks, no map for living with integrity. Stoicism, when properly taught, offers that, so Broicism exploits it fully on the unsuspecting.

The Broic promise is especially appealing to the young ones: take control of yourself, stop blaming everyone else, and become stronger. Some of this message is consistent with Stoicism. The problem is what gets added to it.

When self-control becomes emotional suppression, discipline becomes punishment, and personal improvement becomes a race for money, women, and status, the original philosophy begins to fade and eventually disappears.

The Stoics didn't teach people to become superior to others. They taught people to become better versions of themselves, including treating other people with kindness and compassion. 

Uppercase-S “Stoic” vs lowercase-s “stoic”

Being “stoic” (with a lowercase-s) usually means bottling things up and toughing it out and showing no emotion. Tough love, as some call it, but that’s not in any way Stoicism. That’s, again, just Broicism a.k.a “stoicism” with lowercase-s.

Stoicism (with a uppercase-S) isn’t about becoming numb. It’s about learning to “feel” in a healthy, profound way. It’s about identifying destructive emotions and training your mind to respond with reason rather than impulse.

The ancient Stoics didn’t avoid feelings. They studied them. They asked: 

“What is anger?” 

“Why does grief consume us?” 

“How do we live well, even as we die?”

And that’s not achieved through some six-step YouTube course. You achieve that from a lifetime of practice and discipline.

Stoic wisdom or FOMO funnel trap?

If someone’s selling you “Stoic Secrets to Wealth,” they’re not really selling you Stoic philosophy. They’re just selling you a FOMO (fear of missing out) funnel-trap strategy.

A FOMO funnel is a marketing strategy designed to turn a customer’s initial hesitation into rapid action by using urgency, scarcity, and social proof. It taps into people’s fear of missing an opportunity while nudging them at each stage of the buying process, from simply browsing to finally making a purchase.

And if they tell you to “suppress your emotions” if you want to become powerful, or as some call it, becoming a “real man,” they’re not teaching you wisdom. They’re just feeding your insecurity about what you want to hear or what they believe you should hear.

Basically, Broicism turns Stoicism into a funnel, i.e., to get you to “Click here. Sign up. Pay $199 per month or a one-off $49.99 before it’s too late because you’re just not good enough and here’s how to fix it.”

Meanwhile, the original Stoic texts by Aurelius, Epictetus, Seneca, and others are completely free of charge: available in the public domain with zero upsell.

Broicism = White Nationalism | Stoicism = People Cosmopolitanism

There’s another thing Zeno, the Phoenician immigrant who founded Stoicism, would probably raise an eyebrow at: how a version of Broicism even drifts into white nationalism, misogyny, and elitism, which is not just wrong; it’s anti-Stoic.

Stoicism has a strong tradition of cosmopolitanism. Zeno and early Stoics saw humanity as part of a larger community, in which each person is a citizen of the world. 

Stoics believed all humans are siblings, equal in dignity, regardless of gender, race, or background. 

So if you hear someone use Stoicism to justify superiority, they’ve either never actually read Stoic philosophy or are just deliberately twisting it while contaminating it even further, which sits extremely badly with forms of Broicism built around sexism, racism, social hierarchy, or hostility toward outsiders.

The ancient philosophy was concerned with human connection and justice. Its modern imitation can sometimes turn those values upside down on their heads. 

The path back to true Stoicism: The free-of-charge ancient wisdom available for everyone

Perhaps the strangest part of the modern “stoic” market is that much of the original material is freely available for everyone, regardless of race, gender, or background.

Marcus Aurelius, Epictetus, Seneca, and other Stoic writers left behind works of wisdom that can be read without having to buy a motivational course or a branded product. 

The only good thing about every social media influencer selling “stoic”-branded, wisdom-flavored fake “stoicism” to their followers is that there will also be curious minds who will eventually read the real stuff for the first time. 

So some followers do come for the muscle quotes initially, but then they are later led to moral clarity. Like a Trojan horse, Broicism may bring people in, but once they open the gates, some will find Epictetus and/or Aurelius waiting inside instead.

The best test is to see what happens to the people who bought into the so-called “stoic,” or rather, Broic, motivational courses.

Did it make someone more patient? More honest? More generous? Better able to face hardship without becoming cruel? Or did it make them want more money, status, attention, and control?

The Stoics weren't promising a shortcut to a better social position. They were asking people to work on the one thing they could carry through every circumstance: their character, which may be less exciting than a promise of wealth, dominance, and six-pack abs. 

So, what would real Stoics do?

Zeno rejected fame. He avoided crowds. He never charged money for his teachings. Marcus Aurelius gave away much of his wealth during a plague to help his people. 

Epictetus, a former slave, believed that true freedom was internal, not external, and certainly not financial in nature. They all didn’t chase legacy. But they indirectly left one, anyway.

So, again, if someone’s using Stoicism to sell you power, detachment, or dominance, or whatever, remember: don't accept someone’s version of “stoicism” just because they put an ancient philosopher’s name on it. Always go back to the original philosophy itself before deciding what it really teaches.

True Stoicism isn’t attention-seeking. It doesn’t guarantee success, love, or money. But it offers something rarer: Peace in chaos. Grace in suffering. Integrity in all things. And you can’t buy all that on sale. You have to live it, practice it, and build it within yourself.

Watch Aperture’s video essay “How Stoicism Became The World’s Greatest Scam” for an in-depth breakdown of the Broicism case below:

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