I want to promote fitness awareness across Africa – Global trainer ‘Ulisses’

Four-time Muscle Mania world champion and global fitness influencer Yulisa ‘Ulisses’ Maddy sheds light on his Nigerian-Sierra Leonean heritage, journey from bodybuilding to celebrity training, his mission to revolutionise fitness culture in Africa, and more in this interview with PETER AKINBO

Can you introduce yourself and tell us about your background?

My name is Yulisa ‘Ulisses’ Maddy. Ulisses is what everyone calls me in terms of competing, modelling, social media, and everything else that I do. I am actually Nigerian. My dad, Amadu Maddy, is from Sierra Leone, and my mum, Victoria Williams, is Nigerian. I have an aunt in Nigeria whom I haven’t seen since I was five years old. Though my dad was born in Sierra Leone, his mum is Nigerian. They migrated to Sierra Leone years ago, so I am technically more Nigerian than Sierra Leonean. I always just tell people I’m half and half.

What are your early memories of Nigeria?
I came to Nigeria with my dad when I was maybe four or five. I have vague but good memories of it. My dad was friends with one of Africa’s top playwrights. He was Minister of Cultural Affairs in Momo’s government. When he took me to Nigeria, I remember he was good friends with Fela. I remember my dad taking me to see him, and I was in his compound with so many kids. When I was a teenager, my dad sent me to Sierra Leone to go to school there, to the same high school he went to. I learnt the language and the pidgin English, or Creole. I have a soft spot for both Nigeria and Sierra Leone.

What motivated you to pursue a career in bodybuilding, and how did it evolve into this multimillion-dollar business?

I got into bodybuilding through a discussion with some friends who were modelling in New York City. They were doing a local bodybuilding show and suggested I try it since they thought I had good genetics. For me, it was a way to discipline myself. Initially, I got into training because I needed to get bigger and stronger for American football—I was known as the skinny African kid. When I started going to the gym, I fell in love with it. It became like therapy, working on both my body and mental health. My friends suggested we do a show together for fun. I ended up winning my class overall and left with about five trophies. That’s what started my bodybuilding career. I used bodybuilding as motivation to stay in shape year-round. I competed from around 2000-2001 for about five or six years, took a break when my sons were born in 2005 and 2007, and then competed again from 2010 to 2015, when I won the world championships.
Your career has blossomed with multiple championship wins. What do you consider your most significant achievement?

There are several things that were breakaway moments in my career, but working with celebrities was a major one. While winning bodybuilding titles was great, it doesn’t pay much. I was smart enough to understand that early on and focused on building my brand. My first big break was with Harry Connick Jr., a big-time celebrity jazz musician. He treated me like a little brother, and that was a turning point in my life. It showed me the importance of building your brand and working with the right people.

You have about 17 million followers across your social media platforms. How do you keep your content engaging and relevant to such a broad audience?

It comes down to being yourself and showing people things that will improve their lives and make them better. People want to see value in what you say and do. I focus on creating content that everyday people can relate to—like quick 20-30 minute workouts for busy people. I also balance it with lifestyle content. When you engage with people through Q&As and live sessions and respond to their questions, they build a bond with you and value your opinion.

What are your main challenges as a global fitness icon, and how do you balance your time between your various businesses?

Time is the biggest challenge. Time is a commodity, and it’s more expensive than money, in my opinion. I have to balance scheduling meetings, travel, appearances, family life, and kids. Then there are personal training clients, online clients, sponsors, and collaborators. Each sponsor wants content. I have about six sponsors who each need one or two posts monthly. I also have my own products to manage. Fortunately, I have a team of 8–10 people who help me stay focused. For me, time management is the biggest challenge—not maintaining fitness or diet, as I’ve got those aspects handled through meal prep and consistent training.

How do you see fitness culture varying across different countries?
It varies in terms of awareness and development. Some countries are more fitness-conscious than others, but social media is helping spread awareness globally. I particularly want to see fitness awareness grow in Africa. There used to be a misconception that being overweight meant you had money, but health is wealth—if you don’t have health, the amount of money you have is irrelevant. I’ve been to over 80 countries promoting fitness and health consciousness. Even at 48, I can still train with 26–27-year-olds, which shows the importance of longevity and practicing what you preach.
What trends do you see shaping the future of fitness?

The industry is constantly evolving with technologies like ChatGPT and AI. When I started, we were limited to 15-second videos; now you can post 10-minute videos. We used to sell e-books, but now people do personalised training programs and online mentoring. The challenge is whether markets that are behind will catch up, which is why I continue travelling the world to spread awareness.

Which aspect of your career brings you the most satisfaction?

The most satisfying aspect is communicating with fans and followers and inspiring them. While training celebrities and having viral videos is fun, what’s truly rewarding is getting messages from people worldwide saying they tried my program and it worked, or that my advice helped them. Making a difference in someone’s life, especially someone who just wants guidance with no ulterior motive, is more fulfilling than anything else.

What motivates you in setting new goals for yourself?

Motivation changes through different phases. In the beginning, it’s all about ego—wanting to be bigger, stronger, and more attractive. Then, in your mid- to late-20s, it shifts to taking care of family and building a career. After achieving success, titles, and building your brand, motivation comes full circle—now it’s about teaching and inspiring others. I want to ensure young people don’t make the mistakes I made. When I started, we only had magazines for inspiration; now people have social media. The final stage of motivation is giving back by teaching and inspiring the next generation.
What is the biggest misconception people have about you as a natural bodybuilder, and how do you address it?

I think bodybuilders will always have a stigma because of steroids and drugs, but this isn’t unique to bodybuilding—it happens in boxing, swimming, and the Olympics too. This element, what we call ‘the dark side,’ will always exist. My approach is to be genuine and do what you do. While I don’t advocate for performance enhancers because they can affect your hormones, attitude, and mood, everyone is an adult and makes their own choices. I encourage people to stay clean and train naturally, understanding that building muscle takes time—it doesn’t happen overnight.

Can you share any exciting future projects or collaborations that your fans should look forward to?

One of the things I’m planning with my team is an African tour. We want to hit markets like Nigeria, South Africa, Ghana, Kenya, and Senegal to spread awareness about fitness. It’s interesting because Africans have some of the best genetics, but when it comes to fitness, we seem to lag behind. People often dismiss a black person’s physique as “just genetics” without seeing the hard work. We need to spread knowledge about training and nutrition, especially to young people who may not have access to social media or resources available in the Western world. The goal is to do at least 10 countries in Africa and possibly get other fitness influencers with African backgrounds involved in this initiative.

Mention one piece of advice you would give someone just starting a fitness journey.

Consistency is the key advice I would give people. This applies not just to training or nutrition but to everything in life. Do something you love every day, whether it’s lifting weights, running, swimming, or playing football. It will help your mental health, keep you physically fit, and give you a positive mood about yourself. Even if it’s just for 15-20 minutes a day, being consistent with any activity will help build your confidence, and your body will reward you in the end.

Is there anything you wish you had done differently or any key lessons you’ve learnt along the way?
One of the key lessons I learnt is that in this world, no one is really going to help you—you have to do it on your own. Yes, sometimes we get lucky and meet people who help us, but for the most part, it’s up to you to take initiative and drive forward. There have been many times I’ve gone to the gym on Christmas Day or walked through knee-deep snow in New York to train when others thought I was crazy. But that’s what consistency is about, and if you’re consistent in what you do, you will reap the rewards at some point.