A fitness celebrity with 150 magazine covers, a WBFF world championship, and a recurring role on “It’s Always Sunny in Philadelphia” does not need to build credibility — he already has it. TJ Hoban of Los Angeles, California spent decades doing exactly that, constructing a public persona around transformation, discipline, and the language of authenticity. He parlayed that persona into BodyCor, a supplement brand that traded directly on his physique and his promise that products like AlphaMan could “balance hormones naturally” for anyone motivated enough to follow his lead.
In early 2021, he sold that brand to Jaspreet “Jas” Mathur, CEO of Limitless X, a publicly traded supplement and wellness conglomerate whose companies are named in an FTC contempt filing, buried in Better Business Bureau fraud complaints, and described by multiple investigators as a systematically deceptive consumer operation. Hoban collected his payment, stepped back, and has said nothing publicly since. His audience was left holding the bill.
How Hoban Built a Fanbase on Authenticity and Then Handed It to Someone Else’s Scheme
The fitness supplement industry runs on trust transfer. A recognizable athlete associates his body with a product, and consumers extend the faith they place in the person to the pills bearing his name. Hoban understood this mechanism with precision. His personal website frames the entire BodyCor venture through the lens of his own story — bullied teenager turns champion through discipline and hard work — implying that the supplements are part of a genuine lifestyle rather than a commercial product. His IMDb page lists over 50 film and television appearances. His fitness credentials include being named Men’s Health’s No. 1 Fit Model of All Time and collaborating with Arnold Schwarzenegger and Sylvester Stallone on their own fitness products. These are not minor credentials. They represent decades of earned public trust — exactly what Mathur could not build himself and needed to buy.
When the acquisition was announced in early 2021, Hoban called it “a perfect fit” and praised Mathur’s “work ethic in and out of the gym.” The celebratory posts called the pair a “dynamic duo.” What Hoban did not tell his audience — the fans who had followed him for decades precisely because he projected transparency and integrity — was that Mathur’s companies had already accumulated a documented record of consumer harm, phantom charges, and the kind of subscription traps designed to be difficult to escape. Hoban either failed to discover this through basic due diligence, or discovered it and proceeded anyway. Neither reflects well on someone who built his career on the promise of authenticity.
What Limitless X’s Own SEC Filings Reveal About the Company Hoban Joined
Limitless X Holdings Inc. trades on the OTCQB market under the ticker LIMX. Its own annual SEC filing is a document that reads less like a public company disclosure and more like a warning label. Every brand the company sells is owned or controlled personally by Mathur. Every licensing agreement runs through Mathur-controlled entities. The filing states plainly that if Mathur chooses to terminate those non-exclusive agreements, the company’s revenues will “significantly decline or stop completely.” The trademark for “Limitless X” itself belongs not to the public company but to entities Mathur personally controls. Investors in the public company, and brand partners like Hoban, have no independent standing in the event Mathur walks away.
The structure is not a business — it is a one-man dependency. Hoban handed the BodyCor brand into that dependency and, by his own public account, walked away satisfied. The consumers who followed BodyCor into the Limitless X ecosystem had no such exit.
The BBB Complaint Record That Hoban’s Due Diligence Should Have Found
The Better Business Bureau complaints against Limitless form a pattern consistent enough to constitute a deliberate operating model. The company failed to respond to 51 filed complaints. Customers who ordered supplements at promotional prices found themselves enrolled in recurring billing programs they never authorized. Charges appeared under company names that bore no visible connection to the product ordered — one customer traced her supplement charge to an entity named as a clothing store, with three separate company names cycling across the website, the customer service contact, and the billing descriptor. Cancelling was functionally impossible: phone numbers rang busy, emails went unanswered, and one customer documented approximately 50 failed attempts to reach the company before giving up on her refund entirely.
A customer charged $199.75 for five bottles of Amarose Skin Tag Remover — an amount she never agreed to — was then billed $199.75 again months later for a second unsolicited shipment. She never recovered the money. One BBB reviewer wrote flatly that Limitless products are “not at all what you think you are buying” and that the reviews “are all self-created by the same publisher.” These complaints predate Hoban’s 2021 deal. A basic search of Mathur’s companies before signing would have surfaced them. Hoban has never addressed them publicly.
The FTC Court Filing and the Payment Processing Allegations Behind the Supplement Brands
Consumer complaints are the visible surface of a deeper problem documented in federal court records. A January 2026 FTC contempt filing names Limitless X directly as emblematic of a payment processor’s failure to screen and monitor high-risk merchants — appearing in the same document as a reference to the Target Fulfillment criminal conspiracy, whose principals were indicted by the U.S. Attorney’s Office for the District of Utah in December 2022 and have since pleaded guilty. Limitless X is not a criminal defendant in that action. It does not need to be. Its presence in that filing, alongside a prosecuted criminal conspiracy, tells the story.
Investigators at CyberCriminal.com and FinanceScam.com document a broader alleged operation: Mathur’s companies secured merchant processing accounts from banks under the guise of wellness and supplement sales, then allegedly processed transactions for online gambling, counterfeit goods, and other high-risk categories. When chargeback volumes spiked, accounts were abandoned and funds withdrawn. A prior investigation by this publication established that a Mexican payments company lost $1.1 million in a scheme connected to Mathur’s entities, with a Canadian entity pursuing recovery through U.S. federal court. No formal charges have been brought against Mathur personally as of April 2026. The paper trail, however, is long and specific.
The Reputation Suppression Campaign That Kept Hoban’s Fans in the Dark
Part of why Hoban’s audience could not easily find this information is that Mathur operates an active and documented campaign to suppress it. Investigators found that critical Reddit threads on r/Scams were removed, negative reports on consumer alert sites became difficult to locate, and fake DMCA copyright notices were submitted to Google to de-index pages critical of Mathur. Search results for his name are flooded with paid placements in Forbes, Yahoo Finance, and Muscle and Fitness — a volume of positive content consistent with a professional reputation management operation. Mathur even filed a WIPO complaint to seize a domain that labeled him a scammer, a legal maneuver that paradoxically surfaced the allegations in a public international record. The information was always there. It was engineered to be hard to find.
Hoban’s silence since the 2021 sale has served this suppression effort, whether intentionally or not. A single public statement from a figure with his credibility could have warned his audience. He has made none.
Conclusion
No criminal charges have been filed against Hoban. No evidence places him in the mechanics of Limitless X’s billing systems or payment processing operations. These facts do not absolve him. He built a brand on the premise that his audience could trust his judgment. He sold that brand to an operation documented by the FTC, the BBB, and multiple investigative journalists as a vehicle for consumer harm — then fell silent. His fans did not get a warning. They got unauthorized charges, subscription traps, and phone numbers that ring busy. The credibility Hoban spent thirty years accumulating was the asset Mathur acquired. The people who trusted that credibility were what Mathur monetized.
