Man 2.0: The Fitness Book That's Redefining Masculine

What do you get when you combine two of the fitness industrys brightest minds with promotional advice from Tim Ferriss, business insight from Mark Cuban[1], and a foreword from Arnold Schwarzenegger himself?

The years most important fitness book, complete with workout plans, pop culture references, and more than a few F-bombs.

Photo courtesy of Adam Bornstein

Released last week, Man 2.0: Engineering the Alpha[2] is the passion project of John Romaniello and Adam Bornstein and the first of two books in a seven-figure publishing deal. The book takes on all things man: Tips for boosting energy, workouts for leaner bodies, and advice for better sex for a generation saddled under what Bornstein calls modern societys biggest health issue. [3]

We have a serious health problem for men, and we dont realize the damage that were doing with our daily behaviors, and a lot of that damage is hormonal. Most men dont realize that when they sleep less than 6 hours a night for two weeks, their testosterone can drop 15%. Lack of sleep is making them hungrier, its worsening their training. Modern life is messing with our hormones.

(Read an exclusive excerpt from Man 2.0: Engineering the Alpha on Greatist.com[4].)

Of course, telling men the problem is one thing; getting them to act is a whole different ballgame. So when it came time to write, the authors faced a dilemma: Should they release a traditional fitness book and receive industry nods, or create a resource with sass that could make serious waves but risk alienating more timid readers? For Bornstein, who penned several Mens Health anthologies during his stint with the magazine, the choice was clear.

We are writing for the vast majority, and we have a serious problem at hand, and if us shooting off a flare into the air is going to get 80 or 90% of people to pay attention as opposed to 10%, then thats worth it. Anywhere where we use profanity, its meant to punctuate a point, not cheapen it.

The books most attention-grabbing bit is its first chapter, The Fitness Industry Is Completely F@cked Up (censorship added). Bornstein says a huge problem with the fitness industry is the fear of being wrong, a worry so pervasive outlets will spread inaccurate information because theyre afraid to go back on what they previously stood by. We have this mentality that we dont want to go back against our word. But health and fitness is so fluid, sometimes we have to say things that contradict something we said five years ago, he says. We have more trouble debunking myths in health and fitness than in any other walk of life.

Thats a big reason Engineering the Alpha doesnt read like a pure checklist of hardcore Dos and Donts. Instead, the narrative guides readers through a personalized heros journey in which a big takeaway is that theres no singular path to health and wellness. The authors tested the books workouts and lifestyle advice on over 300 men from all walks of life, taking into account vast differences in behavior and preferences from one guy to the next. 

While writing, Bornstein and Romaniello had narrowed the problems they wanted to address, a step billionaire investor and Dallas Mavericks owner Mark Cuban impressed upon Bornstein during his time with Mens Health. But even before the writing process wound down, the authors faced an altogether different challenge. How were they going to craft a bestseller in a space dominated by E-books and six pack abs in 3 days gimics?

Fortunately, they had friends in high places. Borrowing from friend and advisor Tim Ferriss, the author pair built their release into the must-see event of the season (at least for fitness fanboys). That included giveaways, a Reddit AMA, social media chats, bonuses for bulk buys, and a trailer to rival most independent films for production value (an increasingly common tool for large releases). By creating greater awareness for the health and wellness space in general, the authors were promoting more opportunities for everyone looking to market better solutions to fitness woes, says Bornstein.

And as personalities like Bornstein and Romaniello a self-described Dungeons and Dragons-playing fitness nerd work to make caring about fitness cool, others are taking advantage of that changing mindset. Alex Lewis, co-founder of supplement subscription service JackedPack[5], says thats a dramatic shift from even a decade ago. People enjoy the weightlifting lifestyle and make more health conscious decisions, but they arent trying to become competitive bodybuilders. This is a huge shift from just 10-15 years ago when anybody who took protein powder would be labeled a meathead.

Ultimately, Bornstein hopes this new world of fitness acceptance also coincides with a shift in terminology. Today, the purely male often comes with a downside. We wanted to take back the meaning of alpha where its no longer about a comparative nature.

For Bornstein, other fitness authors, and countless people in and around the fitness industry, that means a new brand of masculinity where men can champion a mutual cause: becoming the best version of yourself.

Sound off below, follow the author on Twitter @d_tao[6], and learn more about what Greatist and other outlets are doing to improve the quality of fitness information online[7].


  1. ^ Mark Cuban (www.forbes.com)
  2. ^ Man 2.0: Engineering the Alpha (www.amazon.com)
  3. ^ seven-figure publishing deal (www.fourhourworkweek.com)
  4. ^ Man 2.0: Engineering the Alpha on Greatist.com (greatist.com)
  5. ^ JackedPack (www.jackedpack.com)
  6. ^ @d_tao (twitter.com)
  7. ^ improve the quality of fitness information online (greatist.com)

Original Story Here


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  1. Reply

    Any Fitness Tips For People With Asthma? Just need some fitness tips to help with my asthma. I want to be able to run for a longer period and have an overall better fitness level. I start losing my breath after about 1 minute of running. Any ideas and tips would be very much appreciated : )

      • HealthNut
      • April 26, 2013

      First, you have to choose a certain kind of exercise that they really can handle well. Some exercise that might be great choice for asthma sufferers are walking, swimming, riding a bike, as well as hiking. These kinds of exercise needs less physical move than tennis, hockey, gymnastics, long distance running, and many other else. You could also consult their doctors to choose the most appropriate type of exercise for you.

      Second, you can take advantage of your inhaler. You can use your inhaler about 15 minutes before you start to exercise. Besides, makes sure that your inhaler is always close enough to you. You will never know when the attack might hit you. Therefore, providing inhaler as first aid near you is very important.

      Third, breathing through your nose during the exercise is also important. Mouth breathing tends to trigger asthma attack since it causes you to inhale cold air right into the bronchial tube. In contrary, the air that you heal will be filtered well when you are breathing through your nose. Besides, nose breathing also allows the air to be warmer before reaching the lungs.

      The fourth thing you need to do is looking for a certain area that free from pollutions and allergens. However you should also avoid area with too many trees or grass. Then, you should also be aware of the symptoms of asthma that occur during the exercise. If you feel very tired and your chest begins to be tightening, you should be notice that those are the initial symptoms of asthma. Usually, those symptoms will be followed by wheezing. Stop doing any physical activity when these symptoms occur.

      By following those tips, asthma sufferers could still have exercise with less risk of asthma attack. Do not let asthma attack prevent you to have regular exercise activity.

  2. Reply

    What Are The Best Fitness Tips ? I want to know What are the best fitness tips ?

      • HealthNut
      • April 26, 2013

      Fitness Tip 1 :
      Change does not have to be Hard :
      The majority of the fitness tips that you come across nowadays would request you to go for extended exercises in gym and eat only salads in addition to get registered with various elevated priced health clubs. By fitness tips, the majority of us believe that we have to totally change our life-style and thus the majority of us never bother to think about various helpful fitness tips. The terror of abandoning your dietetic habits is one of the obstacles between people and fitness tips.

      Fitness Tip 2 :
      Try to discover the golden signify between over training and concrete, tangible exercises gains and advantages . Calculate carefully the depth, period and frequency of your exercises. You require visible and quick results but a burnout might prove disastrous .

      Fitness Tip 3 :
      No exercises program and no diet will bring long term consequences if you do not make a serious responsibility. Nourish your self motivation and person discipline. Look into the mirror , if your eyes slash and spark at that time you be able to go on. Put Specific Objectives Setting specific goals means that you have to forget going to the fitness center without even knowing the cause you go. For example, set the practical objective of gaining 5 pounds of muscle mass throughout the next couple of months or to improve your bench weight 10 percent. Your exercises, your diet, your supplementation even your brain must be focused on this objective.

  3. Reply

    Anyone Know Some Good Fitness Tips? I’m really bad at running, and I would like to loose a few pounds, so I was wondering if anyone could give me some simple fitness tips? Just a simple fitness regime, please.

      • HealthNut
      • April 26, 2013

      Avoid elevators and escalators,,
      climb stairs,, walk long distances every single day.
      hour of cardio at your target heart rate every day.
      stretch properly afterwards or you wont want to come back tomorrow which blows the whole plan.

      good luck

  4. Reply

    How Can I Increase My Metabolic Rate? Which exercise/fitness tips can you give me to increase my metabolic rate? Also if you can explain the science behind it, I would appreciate it.

      • HealthNut
      • April 26, 2013

      -Eat breakfast. You metabolism is slow in the morning becasue you have been fasting all night. Eating breakfast revs it up.
      -Eat 5-6 small meals throughout the day. Same principal, when you go to long without eating your metabolism slows. Eat something at least every 3 hours.
      -Build muscle through resistance training. The more muscle you have the higher your metabolic rate because muscle is active tissue and burns calories even at rest.
      -Drink lots and lots of water. Being sufficiently hydrated makes you body carry out its metabolic processes more effiecintly.

    • Em
    • April 26, 2013

    What Are The Best And Fastest Ways To Loose Weight? I hate swallowing pills and would like to do my best to not take pills to loose weight. I would like to know some diet tips and fitness tips. I currently do about 8 hours a week of fitness. I do competitive cheerleading, exercise during gym and walk home from school every day. Additionally, I go running for about an hour every saturday. However, i am not loosing weight! Please help!!
    I also do not eat fast food such as hamburgers, fried foods, etc

      • HealthNut
      • April 26, 2013

      Alter your diet, eat healthy – restrict the amount of burgers / fast food you eat.

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