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In an age when fitness is synonymous with health, a paradox has emerged, whereby the pursuit of well-being through excess can become harmful.1 Exercise addiction (EA) represents a behavioural addiction often hidden behind social approval, echoing workaholism in its valorisation of excess. While regular physical activity is among the most powerful determinants of health, when exercise becomes compulsive and detached from choice, it can erode the multitude of health and wellbeing effects. Meta-analytic data suggest that around 8% of the regular population meet criteria for EA, with rates up to 40% among athletes and individuals with eating disorders.2 3 This editorial examines EA as a behavioural addiction, its psychological and physical costs, the role of social media in shaping unrealistic norms, and priorities for detection, prevention and cultural change.