From Beckham to Bond, there’s never been more finely honed and perfectly groomed male flesh on public display. The beauty industry, first fuelled by selling products and insecurities to women, has now turned its attention to the men’s market – and it’s booming.
Brand new four-part series Extreme Male Beauty follows one man each week as he is ‘re-branded’ and transformed from slovenly slob to perfect Adonis. Every part of his physique is scrutinised and sculpted in an attempt to create the perfect body.
Journalist Tim Shaw will also drop his ‘five-pints-a-night’ and ‘zero exercise’ lifestyle for a gruelling diet and exercise regime in an attempt to transform himself.
He’ll road-test products and treatments that claim to improve various parts of the male anatomy, and meet the men who have taken their quest for perfection to outrageous extremes.
In episode one, Tim begins his quest to transform himself from ‘superslob’ to Superman in just eight weeks.
The 35-year-old journalist, husband and father of two, is 6 foot 5 and weighs 14 stone 7 pounds, and describes himself as a ‘skinny fat bloke’ with a beer belly, hairy back, man boobs and ‘an obsession with the size of my knob’.
First Tim will be focusing on his chest as he tries to turn his man boobs into the sort of pecs you see on the poster boys. Tim will try anything and everything, from pec stretchers to toning creams, as he attempts to make his neglected chest muscles grow.
Along the way he meets men who take their desire to get bigger and buffer to frightening extremes, like the 21-year-old body builder who injects and swallows steroids to bulk up his muscles.
And 35 year-old Paul Berkley embarks on a total body makeover . Paul lost a whopping 12 stone through gastric bypass surgery but now needs radical plastic surgery to get rid of the excess skin he’s left with.
The programme follows Paul as he undergoes a complete transformation thanks to a cosmetic surgeon, dentist and stylist. Their aim? To take him from saggy skinned chav to a taut and toned man about town.
Tim will also hear tales from the locker room, as he quizzes a bunch of ordinary guys about topics ranging from moobs to shaving your privates.
Plus cameras follow round one of Men’s Health magazine’s search for a cover star, and learn how to really get the body of an adonis.
Episode One Premieres on Thursday 7 May at 10pm on Channel 4