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  • More and more men are crafting their ideal body in the gym
  • More and more men are crafting their ideal body in the gym
    Enrique Lin, Creative Commons (2012) ©
REPORT

How the gym is redefining what it means to be a man

Painstakingly pumped and carefully chiselled – this is the body ideal of the ‘spornosexual’. UK sales of protein products increased from £73m in 2007 to £170m in 2012, and steroid users rose 645% from 2010-2013. But what’s fuelling the quest for more muscle amongst ordinary men?

Location United Kingdom

Scope
There are a record 229,000 stay-at-home dads in the UK, and derogatory attitudes towards women and sex that were previously prevalent are now largely considered to be archaic and unacceptable. With lads’ mags being demonised and marginalised, and a new wave of feminism highlighting the misogyny that still exists today, co-director of the Body Gossip campaign Natasha Devon says young men don’t know where they sit in society.

With a lack of positive male role models, young men are seeking refuge in the gym, crafting a masculine identity by building a muscular body. As the ‘metrosexual man’ becomes ...

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