And it's also true that certain sub-cultures will judge you differently. Like if you're all beefed up and dressed in a suit, you're probably not getting an invite to Dungeons and Dragons club. I would say in general following your country's norms for attractiveness will result in more social success but if you present yourself inauthentically you certainly can end up attracting people you actually don't want to associate with.
Yup. To me, a muscled/fitness-type guy who seems to care too much about his appearance is a turn-off, I'd be unlikely to seek friendship. It signals to me "we share very little in common". Which, to be clear, is a prejudice, but if we're discussing physical appearance, that's what this is about.
Also, something similar happens with (some, not all!) guys being afraid to approach very attractive women because they seem out of their league. And the same must happen to some women.