Charles Atlas

Born Angelo Siciliano; (30 Oct 1892 –  24 Dec 1972 ) Charles Atlas was one of the best known names in fitness during the first half of the 20th century. His muscles by mail course appealed to young men everywhere with the claim of  " having sand kicked in his face by a bully" and being able to turn "97lbs weaklings" into strong men.  His course was based around the concept of 'Dynamic Tension'; an exercise concept that involved pitting muscles against each other. The lessons came in the post (twelve lessons plus a perpetual exercise course - thirteen total, along with assorted advertising material).  The first iteration was written in 1922 (most likely ghost written by health and fitness writer Dr Fred Tilney) and then Tilney sold his part of the business to an advertising man Charles Roman in 1929. Atlas is probably best remembered for the advertising campaign itself which appeared in newspapers, comics and magazines the world over.