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It's not postmodernism. It's pretty standard Frankfurt school fare, which sees humans as defining themselves through the commodities they possess and consume (in this case the products of the fitness industry). The fellow is talking a kind of commodity fetishism, really. https://twitter.com/HPluckrose/status/1006132279905792000 …
His subsequent tweet comes a bit closer to postmodernism, with its talk of floating signifiers, but actually what he's saying isn't stupid - it's just the ridiculous, embarrassing language gets in the way of the sensible point he's making.
I think they are misunderstanding him as saying that "health doesn't really exist because woo", when I read him as saying something more like "the diet and fitness industry is full of woo dressed up as commodities dressed up as personal responsibility"
Yeah, he's saying something like the fitness industry is selling the idea that you can self-actualize, etc., if you're able to look at your own health & fitness as a rational project that can be furthered via the products of the fitness industry.
And that the evidence doesn't support these kinds of diets work (which is an empirical claim), but also that these kinds of projects tend to encourage neo-liberalism by centering the focus on individual achievement, excellence, etc., which inevitably adds a moral dimension.
None of which is postmodern - or obviously stupid. The language is stupid, but the idea has merit, and is worthy of consideration, even if it turns out to be wrong.
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