Men's Fitness undergoes makeover ahead of Fittest in Media competition relaunch

Men's Fitness will this month undergo a redesign with its forthcoming issue as it begins its hunt for 2014’s Fittest in Media champion.

The redesign of the Dennis Publishing-owned title, set to hit shelves on 27 August, will include a new cover strategy away from half-naked, muscle-toned men staring out to the reader to one that emphasises an action-packed lifestyle in order to reflect the aspirations of its audience of around 48,000 print readers.

Speaking to The Drum about the new design, undertaken following research with subscribers, lapsed subscribers and news stand readers, Russell Blackman, group publisher of Men’s Fitness, explained that the new look would “stamp a clear identity and reinforce the title's brand values for offering authority and expert advice on fitness and health”.

The redesign will be accompanied by a new strapline 'Fit for Life', which Blackman said will represent the authority that it should carry around fitness advice in order to provide them with a health-proof lifestyle.

“Our readers have grown with the magazine but our average reader age is mid-30's so they have their own families, jobs and struggle to train effectively. Now we will focus on the training that can sit around those things and we will also be exploring more real-life things such as finance, fashion, relationships, family life and how fitness is the key to a successful and health-proof life."

The first issue featuring the redesign will include a profile of UFC Fighter, Luke Rockhold, as well as life lessons from Expendables III star Terry Crews and the first in a series of 13-page, month-long workout programmes.

Meanwhile, next week will see the return of a series of events taking place across media agencies in London and Manchester to find the fittest man working in media.

The events will take place from next week at agencies such as Starcom MediaVest, Mindshare, Manning Gottlieb OMD, Walker Media and Maxus through until mid-September, with the leaderboard hosting the top scores located on The Drum’s website, alongside video content.

Last year, the competition was won by Kristin Bayliss from Starcom MediaVest.

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