The cover always has bare-chested muscular American male models and personal trainers like Tom Cortesi, Scott King, Jack Guy, Jim Buol, Gregg Avedon, Russell Brown, Owen McKibbin, Rick Dietz, Timothy Adams, Bradly Tomberlin and Rick Arango. In 2002, the UK edition started what became a yearly competition to find a reader with a body fit to front the magazine in the hopes that the image of a British "normal guy" would spur other readers to obtain the 'look' and remind them that this kind of physique is obtainable.
The content of the U.S. version in the year 2000 was analysed in Stibbe (2004). The findings suggested that Men's Health gave some useful health advice but included images of masculinity that were counter-productive for health promotion. In particular, the form of hegemonic masculinity promoted by the magazine had the potential to promote negative health behaviours such as excess alcohol consumption, excess meat consumption, reliance on convenience food, unsafe sex, and aggressive behavior. The scope of this study did not include how the content of the magazine has changed over time, or how the content of the UK version differs from the U.S. version.