Men's Fitness Magazine Is Remade as a Lifestyle Brand

Thanks to editor David Zinczenko


Two years ago, Men’s Fitness put Vin Diesel on its cover, wearing a red, body-hugging T-shirt and surrounded by coverlines that screamed “Instant muscle” and “53 fat-burning tips.” Vin is back for the June issue, and while he’s still showing off his biceps, this time he’s sporting John Varvatos and Banana Republic.

Sitting at a long conference table in the offices of American Media Inc., chairman David Pecker placed the 2011 issue alongside the new one to underscore the point: Men’s Fitness, long the province of workout tips and Gatorade ads, is going in an upscale lifestyle direction to compete with the likes of Men’s Health, Details and GQ.

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