Though born in Vienna in 1873, Alois P. Swoboda became one of America's most popular and famous physical culturists of the early twentieth-century. Preaching a system of bodyweight only exercises, Swoboda ran a successful mail-order business for several years, which allowed the Austrian to preach his message of muscle across the United States. Given the… Continue reading Alois P. Swoboda’s Conscious Evolution Course
From Eugen Sandow to Charles Atlas, physical culturists have long made a living through mail order ads. Check out this old Arnie one from the late 1960s flogging the latest Weider product. So next time you grow weary of the hyperbole from today's modern advertisements, just remember that such ads are a time honoured tradition… Continue reading Bodybuilding and the Mail Order Ad
When Atlas Wasn't Playing Tug-of-War he was giving out Diet Tips “I realize you are anxious to build up great strength and power as soon as possible. Here is a simple secret which should help give you the results you hope for.” Charles Atlas, Mail Order Workout Programme, Lesson Two, c.1930s In 1921 Charles Atlas… Continue reading Charles Atlas’s ‘Special Secret for Rapidly Building Enormous Power’
Introduction Consciously or unconsciously, we are all aware of Charles Atlas and his business. In today’s article we will look at Atlas, Physical Culture and constructions of White Masculinity in 1920s to 40s America. I believe Atlas’s ‘Dynamic Tension’ product was successful in this time as claimed to provide men with masculine qualities that they… Continue reading “Hey Skinny, Your Ribs Are Showing”: Charles Atlas and American Masculinity
