The name Bernarr Macfadden may not ring bells, but during the first half of the 20th century he was one of the most famous men in America and his influence is still felt everywhere. Fueled by an obsession with physical and mental health that bordered on the insane his motto was ''weakness is a crime'' Macfadden built a $30 million media empire around his then-revolutionary ideas about diet, fitness, and sexuality. As recounted by Mark Adams (who self-tested some of Macfadden’s occasionally extreme advice about fasting and exercise in Mr. America), the improbable saga of this eccentric self-made guru shows that our mania for fad diets and get-fit-quick schemes has deep, and deeply weird, roots. A–


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