Million dollar muscle : a historical and sociological perspective of the fitness industry

Prologue and fitness industry outline -- Biographies: Adrian and Doug's story -- The over-commercialization of the fitness industry -- Evolution of the fitness industry -- Individual versus society -- Ornamental musculinity -- Founding fathers of the fitness industry -- What is fitness? -- The benefits of exercise -- Social psychology of bodybuilding -- The gym business -- The state of the industry -- Performance and appearance enhancements -- Steroids -- The supplement industry -- Inter-industry rivalries -- Fitness industry controversies -- The cool down: summary. Million Dollar Muscle is a unique anthology, co-authored by a "gym rat" with a Ph.D. in Sociology and a former competitive bodybuilder, fitness expert, and entrepreneur. The book offers a sociological perspective on the fitness industry, discussing how it is driven both by market forces and the culture of individual consumerism. Million Dollar Muscle discusses this evolution, along with what motivates people to make the choices they do. The material recognizes that these choices have important social implications. By combining an academic and theoretical approach with an "in the trenches" point of view, the book is able to bridge micro-macro aspects of the industry.