In the late 1930s and early 1940s, a wave of state-sponsored“national fitness" programs swept Britain and its formersettler colonies. Following revelations of Nazi enthusiasm forgovernment-backed sports and the organization of mass leisure, theprograms quickly foundered. They are attributed, however, with layingthe foundations for the twentieth century’s obsession withfitness — a key facet of modern life. In this highly original account, Charlotte Macdonald shows howgovernments became convinced they must encourage citizens to behealthier and more active, and how these efforts reinforced thecultural ties of the Empire. Alongside these state-sponsored effortswas a growing emphasis from business, the medical establishment, andpopular culture on the importance of having “a betterbody."Strong, Beautiful and Modern explains the origins of themodern preoccupation with “the body." At a time whengovernment concern over public health issues such as obesity is onceagain on the rise, this work offers valuable lessons as to why thefirst national fitness drive was ultimately a failure. Drawing on extensive research, Strong, Beautiful and Modernis a lively investigation into the way people and their governmentsthink about health and well-being, and how historical views haveshaped our modern life. | Strong Beautiful and Modern by Charlotte Macdonald, Hardcover | Indigo Chapters