I was shocked to realize, I know this guy IRL! He lives in my home town, and my impression is he's smart and down to earth. Given how the town is, I can understand him wanting to keep things low key on this. Rather than be judgemental about it, I'm glad to know he's got this other side to him. When I met him, he wasn't a bad looking guy, but he got serious in the gym to the point I realized I had been admiring him from a far, and didn't even know it was the same guy. With a bod like that, it would be shame for him NOT to show it off via various social media outlets. I'm 100% gay, but can tell his wife's a hottie too.
Please try to be respectful with him. The town's judgemental and one where everyone knows everyone else. My impression is he's honest, but he's got to keep a firewall of sorts between this side of his life and his day-to-day life. An example of his honesty, the house fire was a real thing, not a scam for money or attention. Be patient with him.