Starting Strength

Joe Weider : Part II

California, the Go-Go 60s, Arnold, Franco and the “Fitness Revolution”

by Marty Gallagher

“Joe had access to an inexhaustible talent pool.  The world’s best bodies were available locally and he used them like the conductor of an orchestra. His over-the-top ads had flair and zest, and he created a myth, a vision: the reader could transform himself physically using Joe’s products and Joe’s methods.”

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