West launched her own independent media network in early 2025. This move allowed her to own her content fully and create a hub for other emerging creators to share their work. High-Profile Brand Collaborations
For much of early 2025, Jess felt the "albatross" of traditional social media success—the constant pressure for job titles and viral announcements. By late 2025, she pivoted her content strategy significantly:
She employs a custom GPT called trained on every piece of content she has published since 2021. GymGhost does not write posts. Instead, it:
Currently, Jess West has a strong presence on platforms like Instagram, YouTube, and TikTok. Her content primarily focuses on lifestyle, fashion, and beauty, resonating with a young and engaged audience. Her social media profiles showcase her personality, creativity, and authenticity, which have contributed to her growing popularity.
In 2025, Jess West openly discusses her rejection of ring lights and preset color grades. Her most viral piece of content this year (22 million views) was a 47-second clip shot on a cracked iPhone 14, where she spilled coffee on her gym notebook and then read her struggling Q2 revenue goals aloud.