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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?