Cristiano Ronaldo is definitely no longer the only spornosexual in the football village.
Aleksander Melgalvis Andreassean, 28, ‘shredded’ defender for Norwegian soccer team Lillestrom, seems to be after the Portuguese striker’s exhibitionist crown.
Earlier this week he achieved global fame by giving a whole new meaning to the phrase ‘football strip’ when he got starkers onstage, treating his teammates and fans to an impromptu – yet impressively professional – Magic Mike style sexytime dance. Using the silver Norwegian FA Cup as a somewhat uncomfortable flesh-lite for his ‘climax’.
As you can see, they seemed to love it.
Note how before ‘owning’ the trophy, AndreASSean repeatedly offers the (mostly male?) audience his naked, smooth, well-rounded, trophy-winning butt – apparently riding their roaring approval. Male versatility and an eagerness to please is the hallmark of spornosexuality.
Not everyone however was appreciative of his generosity.
“Winning the cup is a big thing and obviously it should be celebrated, but it is very possible to do so in a manner that shows the cup a bit more respect” said Norwegian FA communications director Yngve Haavik.
By which I suppose he meant that Melgalvis should have bought the trophy dinner before-hand and texted it the next day.
Niceties aside, I find it difficult to disagree with the approving verdict of Melgalvis’ buddies:
“Would you like me to take my top off?” is the shy and retiring usual response when you ask a chap here if he minds having his photo taken. Followed by much flexing.
Those that are actually wearing a top. Many are just wearing a flawless tan. Or vests – or ‘tanks’ as they’re now called – of varying degrees of skimpiness and stretchiness. It’s cool out, but shorts and compression leggings abound – as well as tapered gym pants so ‘fitted’ that might as well be compression leggings. When in the National Exhibition Centre make a national exhibition of yourself.
And why not? Shyness is overrated, especially if you’re seriously fit. And most people here – I would estimate the crowd today 80% male and 20% female and mostly under 30 – have spent a great deal of time, sweat and money turning their body into a very glam accessory and want to show it off. Club music is pumping, the vibe is good, the crowd is friendly and not at all standoffish – but everyone is sober and the lights are up, so we can all get a really good look.
Officially called BodyPower, the UK’s largest expo for the UK fitness industry might be dubbed the Ideal Body Exhibition. Or Spornosexual Pride. It’s eye-poppingly clear that the gay love of the idealised male form has been taken up by a generation of (mostly) straight guys. And buffed up even more. In truth, they’ve turned out to be rather better at it than gay men.
Held over a weekend every May at the NEC, Birmingham, BodyPower fills six halls with exhibitors from the booming gym, supplement and sportswear sectors, represented by costly, elaborate stands for brands such as MyProtein, USN, Dynamix, Aesthetix Era and Gymshark. As well as ‘healthy eating’ kitchens, a teeth-whitening booth, posing coaches and PowerPoint lectures in darkened rooms on the science of muscle-building.
For those wanting more action, there are competitions such as the ‘BodyPower Games’, a blizzard of sweaty torsos and flying abs doing furiously fast pull-ups and leg raises. And ‘Fit Factor’, a talent search for new fitness models. Onstage the hopefuls adopt their favourite Men’s Health/Muscle & Fitness poses and grins while a photographer snaps and flashes away – the results instantly projected on a big screen and totally judged.
There’s even a workout area – just in case you felt guilty about missing a training day to go to BodyPower. After all, you’re already wearing your gym gear.
Launched in 2009 by CEO Nick Orton as something of a niche show for bodybuilding and power sports, BodyPower, like our culture’s interest in in the body itself, has grown rapidly, and now caters for ‘the whole fitness spectrum’, attracting over 90,000 visitors this year. Fitness and bodybuilding has left the dank, dark locker room and come out into the light – in really nicely filled-out compression leggings.
One in every seven people in the once pie-scoffing, pint-downing, tab-smoking UK is now a gym bunny – that’s over 9M memberships with a total UK market value estimated to be £4.4B, according to figures published last month by the Leisure Database Company. And the industry shows no signs of hitting a plateau – 224 new gyms opened in the UK in the past year alone.
Likewise, the fitness supplement industry is no longer a discreet corner in Holland & Barretts – protein sales alone are estimated to be worth a ‘swole’ £8B globally by 2017. Fashion gym-wear is also busting out all over, for both women and men: the global ‘athleisure’ – or spornowear – market is estimated to be worth £200B.
But of course, even with a pumped fitness industry, BP would be nothing without pumped punters. And everyone I speak to seems to think they’re getting value for their c.£30 admission.
‘We love it!!’, is the verdict of three cheery, worked-out lads in their late-teens, early 20s, Jack, Jake, and John from Leeds, who got up early on a Sunday morning and drove two and a half hours to be here, their second visit to BP. They also love training, going 5-6 times a week.
Do they get any stick for that from family and friends? ‘All the time,’ says one, the others agreeing. ‘Not so much from family, as they’ve accepted it, but mates are always going: “What you wanna go to the gym for??” With a belly and pint in their ‘ands!’
They’re especially looking forwards to meeting their fitness idol, Calum von Moger, a preposterously handsome 25-year-old Australian three times Mr Universe social media star (2M Facebook followers). Moger, along with preposterously pretty Americans Steve Cook (31 yrs,1M Instagram followers) and Jeff Seid (22 yrs, 1.7M Instagram followers) – both also attending BodyPower, courtesy of their sponsors – represents a new wave of ‘physique’ or ‘aesthetic’ bodybuilders. The aim now is not to be as freakishly huge as possible, but as hench and hot as possible. The so-called ‘cover model’ look. Pro spornos.
Thanks to social media, these fitness idols, with their downloadable ‘bulk and cut’ diets and ‘boulders like shoulders’ exercise plans, have in many ways become more influential than the magazines that they appear on/in. The Leeds lads tell me they don’t really buy fitness mags, preferring to watch Moger et al’s motivational videos on YouTube instead.
‘You’re looking pretty shredded, man!’ says Steve Cook to a 20-something male audience member in a particularly draughty vest – who then gets up and flexes for a cheering audience. Onstage at a packed auditorium at BodyPower, ex pro American football jock Cook, with his narrow waist, dazzling smile, great hair and skin, photogenic personality and unapologetic vanity – he identifies as metrosexual – is the perfectly-formed embodiment of ‘aesthetic’.
He has real star quality. He jokes how his parents took the mirrors out of his bedroom when he was a kid ‘’cause they knew I liked them too much’, banters with a man-bunned member of the audience about a rumour that he had one himself for a while (‘It was a very dark time in my life’), before breaking into an impromptu Whip and Nae-Nae dancing display for his fans crowding round to have their selfie taken with him.
The ‘swole’ selfie moment in many ways the BP money shot – the real attendance draw. Punters patiently queue to have their selfie taken flexing with their online idol – the idealised, ‘motivational’ reflection of themselves as they hope to be.
Sometimes the mirror-image is literal. One lad waiting to meet Jeff Seid at his sponsor’s stand (Pursue Fitness) looks uncannily like his only slightly less pumped twin, right down to the high hair and the wide grin: ‘Some people say I look a bit like him!’ And indeed he does.
And if you happen to actually have a proper, biological twin already, that’s catered for as well. Toby and Adam, two boisterous, buffed, 20-year-old redhead twins in identical vests and caps have travelled from Herefordshire to meet UK muscle model twins Owen and Lewis Harrison (25yrs, c. 400K Instagram followers each), cover stars of this month’s Muscle & Fitness. Though at their sponsor’s stand, BPI supplements, Lewis seems to have gone temporarily AWOL, slightly spoiling the twin twins selfie moment.
With their mirror-image, colourfully-inked, sculpted physiques and hair, shaped eyebrows and perfect skin, the Harrisons are the total ‘aesthetic’ package. Pec pop stars. In fact, these ex junior pro footballers from Manchester look like the ‘totally shredded’ offspring of Beckham and Take That.
They also represent the ultimate gym-buddy fantasy: brothers in muscle, mirroring each other’s achievements. But, I ask, can working and training with your twin ‘bro’, cultivating exactly the same muscle development – part of their savvy branding – lead to some resentment? Even when he doesn’t go AWOL? ‘I bloody ‘ate ‘im’ laughs Owen.
Actually Owen, like most of the ‘brand ambassadors’ I’ve seen today, seems very good- humoured, relaxed, and endlessly patient with the fans, happily co-operating with endless, sometimes slightly breathless photographic requests (and slightly breathless questions from this middle aged journo). Perhaps because he was once a fitness fan himself, though ‘when we started it was all about the fitness mags – that was what inspired us to work on our bods, to be a cover star’.
Then again, these days one tetchy remark to a fan can get you trashed on social media.
At the next stand, protein brand Dynamix, three grinning Asian lads in their mid-twenties from Wolverhampton, Suhi, Jas, Iqqi, are having their selfie taken with a tall, especially v-shaped and of course topless muscle model called Myles Leask – ‘He’s a big inspiration!’.
Leask, 27, standing 6’3” tall, is exceptionally lean or ‘cut’, with your actual ‘shoulders like boulders’ giving him that hyper v-shape, and a blindingly white smile almost as wide. He’s one of the most established and versatile UK muscle models, jetting around the world for expos and photoshoots, fitness and catwalk. He’s seen a lot of changes.
‘The industry and BodyPower has grown so much since I started out seven years ago,’ he says. ‘There’s a lot more money in it now.’ How much does he make? ‘Well, let’s just say it’s not a bad living!’ Like many other pro spornos, he started off as a high-level athlete, but a shoulder injury put paid to his rugby career – before he found another, possibly more lucrative one in fitness modelling.
The rise of social media is the big change. Leask has adapted to it, and the way it means that you are ‘always on’ – not just during photoshoots and expos – but is still sometimes baffled by its intimacies. ‘I did a big glossy photo shoot for Attitude magazine recently. But that got nothing in the way of likes compared to a badly-lit selfie of me brushing my teeth with my top off.’
The Olympics in Rio are taking up the starting position, and Yorkshire-based Team GB gymnast Nile Wilson has dusted his hands with chalk and mounted his pommel horse to warm up and show off his pecs, tris, tatts, abs and obliques.
Oh, and advertise Hyperflex jeans.
They certainly look very flexible. Though surely there’s a jean-shorts version available? Or perhap a denim thong?
Nile, 20, is not the only UK gymnast to be ‘exploited’ and ‘objectified’ by the rapacious eye of advertising in our body-centred age.
Olympic medallist Louis Smith, 27, a former Strictly contestant and almost as famous for his collection of hair straighteners as his medals, has also been showing us his eye-watering versatility in an ad for Kellogg’s – in his pajama bottoms.
Long gone are the days when cornflakes would save you from self-abuse.
Paradoxically, gymnastics is not just the purest Olympic sport but also the most spornosexual – after all, the word ‘gymnastics’ derives from the Ancient Greek for ‘exercise naked’ (‘gymnos’ = ‘naked’). The Greeks saw it as the perfect training for war – but also an aesthetic good in itself, informing much of their sculpture. It’s weightlifting where the weight is your own body. Crossfit without the cult – and the beards (mostly).
It also makes for spectacular HD TV – perfect human forms executing perfect gravity-defying movements, and flexing their core muscles in the process. Today’s gymnastics is not so much about preparing for war as stardom. Which can of course be a cut-throat business.
And to that end there’s a whole new generation of male gymnasts who seem very happy to get closer to the original nakedness of gymnastics, many of them sharing semi-naked selfies on social media that show off – sometimes in extreme, saucy close-up – their aesthetic as well as their sporting achievements.
I think we’re going to see a lot more of them this summer.
Dan Keatings’ ring action
Sam Oldham astride his horse
Max Whitlock showing his ‘core’
Nile Wilson & Brinn Bevan buddying up
Even the Rio skyline is aroused by the US male gymnastics team
In the affecting, intimate-yet-professional YouTube clip above, a slightly red-eyed and emotional Tom Daley, the Olympic medal winning British diver and best thing to happen to Speedos since Mark Spitz, says he was misquoted in an interview earlier this year in which he appeared to deny he was gay (albeit insisting he wouldn’t be ashamed if he was). He went on to make an announcement that you have probably already read about.
‘Now I feel ready to talk about my relationships. And come spring my life changed massively when I met someone and they make me feel so safe, happy and everything feels great. And that someone is a guy.’
Cue banner headlines announcing TOM DALEY COMES OUT!!. Millions of really witty Tweets about #TomGayley. And The Daily Telegraph informing us on the front page of their online edition that nineteen-year-old Tom has announced he is a nineteenth century medical classification: ‘homosexual’.
Daily Telegraph: ‘Daley announces he is homosexual’
Though in the actual clip rather than people’s overheated minds Tom says no such thing. What he Tom Daley, the person whose sexuality we’re all pronouncing-pouncing on comes out as is: someone dating a man who makes him feel safe and happy.
He also goes on to say: ‘I still fancy girls, of course’. He doesn’t in fact define his sexuality at any point, as gay, straight or even bisexual. That may change. Or it might not. And I’m sure everyone has an opinion on that.
But frankly, it doesn’t matter. Whatever we might like to analyse or gossip or speculate – and I’m guilty of all those vices myself – in the end it’s really not our concern. It’s nineteen-year-old Tom’s concern. For all the crowing yesterday from people who ALWAYS KNEW that Tom was A GAY, currently his sexuality remains officially undefined – even though yes, he does still have pretty eyes a soft voice and a really pert bum.
Tom’s journey is his own to make. And sexuality itself is a journey that doesn’t have to have a final destination. But try telling that to the press. This excellent piece in the Guardianby Nichi Hodgson about the media’s need to label Tom as GAY said it best:
“The only facts that speak for themselves are that Daley is dating a man, and wants to be honest about the fact so the media doesn’t try to make assertions about his personal life and preferences for him. Instead, the only thing that has been outed today is the media’s rigidity – and stupidity – when it comes to reporting on sexuality.”
Perhaps Tom might have been able to tell the world he was dating a guy a bit sooner if the world, straight and gay hadn’t been yelling YOU’RE GAY!!! at him for most of his teens. If we all dialled the gaydar down a little and erred on the side of open-mindedness it would make it a lot easier for guys to be open about their interest in other guys. Or bronzer and Speedos.
Though perhaps that is to miss part of the point of gaydar – that it can be a form of surveillance. A way of policing men’s appearance, gender style and sex lives, even and especially when it’s gay men operating it. It’s a source of constant wonder to me how many gay people for all their pride in their super-accurate long-distance gaydar can’t see the sexual liberation wood for the gay trees.
This is the bit in Tom’s vid that we’re all not hearing:
“In an ideal world I would not be doing this video because it should not matter.”