Until fairly recently, protein powder was marketed to a very specific demographic: men who read bodybuilding magazines, could quote scenes from Pumping Iron verbatim, and would happily bathe in a bucket of badger shit if it meant adding an extra inc [...]
Fitness is now playing out like a scene from Fantasy Island.
The images that pummel your eyeballs on social media, while intoxicating, are about as authentic as a Lance Armstrong interview on sportsmanship.
Young men, juiced up like genetically mod [...]
Thanks to its vainly visual nature, Instagram provides the perfect habitat for thousands of self-obsessed buff bods.
Like a digital alternative to posing in Amsterdam shop windows, these preened and polished plebs love nothing more than taking to th [...]
