Through “self-experimentation” and copious amounts of research, Mark devised the Primal Blueprint — his take on “how to thrive in the modern world armed with lessons learned about the ways our ancestors lived.” The blog is filled with personal success stories and before/after photos, along with actionable information to start living better on your own.
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.