First Issue Review – Men’s Fitness
Following publisher Mollin Group’s previous association with Weider Publications (see Newsline) in the fitness sector, comes a new launch in the health magazine market.
The distinctive front cover is the most immediate point of attention when considering the first edition of Men’s Fitness . It certainly breaks the usual conventions of a men’s health magazine cover (it does not feature a fit-looking man) and does not use the ‘stimulate the hormones’ approach of a men’s lifestyle magazine (it doesn’t feature a ‘fit’-looking woman). Instead we have a black and white shot of a bald (bar mohican), fat man bellowing a laugh whilst holding in his belly (necessary to prevent it spilling over his jeans). This is a brave, and perhaps refreshing, approach to getting attention on the newsagent’s shelf. Whether this would attract the average browser to pick up the magazine remains to be seen.
What is soon established is that this is not a magazine for ponces or posers. The men who read this read it ‘cos they wanna be hard, not because they wanna be Peter Andre. Note the logo accompanying the title – ‘Get Fit Or Feel Sh**’. The bluntness of this message is soon reinforced by descriptions of the title’s contributors. Firstly, there is Richard, now a trainer and organiser of stunts, who comes “fighting out of Bermondsey, and with a military record to make the Duke of Wellington blush”. Meanwhile Chris “has just been released after a stretch at a high security jail in Portsmouth”.
These contributors’ temperaments are justified by highlighting that it’s okay for role models like Trevor Leota (Rugby player with Wasps & Western Samoa) to be hard: “Have you ever put anyone in hospital?” “Yes…Four blokes, at different times,” replies Leota. It’s also okay for ‘Babes In Sportland’, such as Sarah Odell, not just a pretty face, but addicted to gruelling adventure sports as well: “Would you be any use in a bar-room brawl?” “Definitely. I’d give as good as I got.” But the best justification of all is reserved for an article written by a Coventry bouncer that begins with: “Smashing someone’s face in can be the start of a life-long friendship.”
The theme continues in the more serious items on getting fit and sporting techniques. These include following The Dirty Dozen, Surrey Cricket Club players, being taken army training on an assault course. Meanwhile a section on football has a piece on the art of heading the ball. Another focuses on how to channel aggression into improving your performance rather than resorting to physical violence – the Mike Tyson ear biting incident or Eric Cantona’s infamous kung fu kick on a rival fan are two good examples of this. Both items of advice could do well to transfer themselves to the amateur football-land of Hackney marshes on a Sunday.
Perhaps this title best reflects the lifestyle of the stereotypical big, hard-drinking, and hard, Rugby playing lad. As the editorial states those who read this publication do so: “Not because we want to look like some V-shaped model with a glistening grin”. None of this should matter to men anyway, as an interview with model Jordan reveals that the first thing she looks for in a man is: “His packet… I like to see what size the goods are”.
The rare instance of a female contributor, comedienne Emma Kilbey, provides further comfort: “If your six-pack is more like a party seven you might be relieved to hear that most women don’t give a monkey’s uncle”. Where the reader does need advice on the opposite sex it is provided however. Offering ways to revive a flagging sexual relationship, the list of what not to do is headed by: “On no account break wind. If you do, don’t laugh loudly and go on about it for ages and ages.” Thanks, guys.
Despite references to the joys of curry and lager and a report on A Day In The Life Of A Beer Taster (“..the best job in the world”), MF is for those who are serious about keeping fit. It’s no stroll in the park either, as dismissed are those who claim methods that can give “Pecs Like Arnie In One Easy Lesson. Have No Fat Now. Guaranteed. I don’t think so.”
Prospects for this new launch will be dictated by just how dedicated to fitness its readers prove to be. It is already a success in America, particularly California, where the mag even features contributions from the well-tanned Joe Weider himself. I’m sure it would be, or maybe already is, popular in Australia. But a promising summer launch here could soon be undermined by a cold winter and a choice between the longing for a pint in a nice warm pub or another 5-mile run through the rain…
Advertisers include: Adidas, Berghaus, Anadin, Ecco and Bud Light (“I Don’t Chase Men Who Can’t Run Away”).
Reviewer: Kevin North