Unpacking Masculinity and Marketing in Fitness

This chapter explores the life and marketing strategies of Charles Atlas, a pivotal figure in the fitness industry, who exploited young men's insecurities to promote body image ideals. It contrasts historical narratives of masculinity with modern fitness influencers, emphasizing absurd dietary trends like the seed oil panic and its implications on self-worth. Through humor and critique, the discussion reveals the evolving societal perceptions of masculinity and how they are manipulated by marketing tactics in today's fitness culture.