Million Dollar Muscle is a unique anthology, co-authored by a "gym rat" with a Ph.D. in Sociology and a former competitive bodybuilder, fitness expert, and entrepreneur. The book offers a sociological perspective on the fitness industry, discussing how it is driven both by market forces and the culture of individual consumerism.
Within a capitalist system the fitness industry is driven by the need to earn profits. From a small sub-culture it has grown into a multi-billion dollar industry. The market is now flooded with gyms, nutritional supplements, workout apparel, exercise...