Strong, Beautiful and ModernStrong, Beautiful and Modern

In the late 1930s and early 1940s, a wave of state-sponsored national fitness programmes swept Britain and its former colonies. Following revelations of the Nazi enthusiasm for government-backed sports and the organisation of mass leisure, the programmes quickly foundered. They probably laid, however, the foundations for the twentieth century's obsession with fitness, a key facet of modern life. In this highly original account, Charlotte Macdonald shows how governments became convinced that they must encourage citizens to be healthier and more active, and how these efforts reinforced the cultural ties of the Empire. Alongside these state-sponsored efforts was a growing emphasis from business, the medical establishment and popular culture on the importance of having a better body. Strong, Beautiful and Modern explains the origins of the modern preoccupation with the body. And, at a time when government concern over public health issues such as obesity is once again on the rise, it offers valuable lessons as to why the first national fitness drive was ultimately a failure. Drawing on extensive research, and written in vivid, lively prose, Strong, Beautiful and Modern is an historical investigation into the way that people and their governments think about their health and well-being, and how those historical views have shaped our modern life.