The magazine focuses on topics such as fitness, sex, relationships, health, weight loss, nutrition, fashion, technology and style.

To strengthen the idea of achievability, the staff of the magazine often try out the health and fitness programmes themselves and write about their experiences alongside pictorial evidence.

[3] The first winner of the UK Cover Model search was 22-year-old Graeme Peacock,[4] who secured a sponsorship contract with supplement manufacturer Maximuscle.

[citation needed] Celebrities such as Jason Statham, Rusty Joiner, Ryan Reynolds, Josh Holloway, Marco Dapper, Gerard Butler, Vin Diesel, Joe Manganiello and Cristiano Ronaldo have appeared on the cover].

The UK version received strong criticism from psychologist Dr. David Giles from the University of Winchester because of its promotion of a muscular physique as a sign of health.