Summary
Step inside the iconic Weider Office with Bob Cicherillo and Peter McGough for an exclusive tour of the headquarters of bodybuilding history. Discover the evolution of Flex and Muscle & Fitness magazines, and hear stories of Joe Weider’s visionary contributions to the sport and culture.
Featured Guest
- Peter McGough: Group Editorial Director, offering insider insights.
- Joe Weider (Posthumous Mention): Celebrated as the Father of Bodybuilding.
Complete Episode Guide
Bob Cicherillo invites viewers on a one-of-a-kind tour of the Weider Office in Woodland Hills, California, alongside Peter McGough, the Group Editorial Director of Weider Publications. This special episode takes bodybuilding enthusiasts deep into the history of the sport, offering a look at the very birthplace of modern bodybuilding.
Through the tour, viewers learn about Joe Weider, the Father of Bodybuilding, who turned a $7 investment into a multimillion-dollar empire encompassing publishing, equipment, and supplements. The episode also highlights the artistic side of Joe’s vision, from iconic statues to the architectural brilliance of the Weider headquarters.
Peter McGough shares rare vintage bodybuilding magazines, offering insight into the evolution of bodybuilding culture and physiques over the decades, all while emphasizing the enduring passion that fuels both athletes and fans.
Time Stamp
- Introduction (00:00:06 – 00:00:15:)
- Tour begins with Bob Cicherillo in Woodland Hills, California. (00:00:16 – 00:00:19)
- Meet Peter McGough, Group Editorial Director of Weider Publications. (00:00:36 – 00:00:44)
- Overview of Weider’s three iconic magazines: Flex, Muscle & Fitness, Muscle & Fitness Hers. (00:01:03 – 00:01:12)
- Discussion of Joe Weider’s contributions as the “Father of Bodybuilding. (00:01:57 – 00:02:12)
- Exploring vintage bodybuilding magazines and their evolution over decades. (00:02:22 – 00:03:11)
- Discussion of the bodybuilding photo library, with mentions of prominent figures like Ronnie Coleman and Cuba Gooding Jr. (00:09:23 – 00:09:32)
- Photos are selected for use in articles, especially those of bodybuilders like Ronnie Coleman. (00:09:33 – 00:10:02)
- The team visits the art room, where layouts for the magazine are being prepared. The upcoming issue is discussed. (00:10:03 – 00:10:55)
- The process of magazine layout and photography, with a peek into a current feature. (00:11:00 – 00:12:07)
- Introduction to Sean Purine, the senior writer for Flex Magazine, and a quick tour of his work environment. (00:12:30 – 00:13:30)
- Discussion about bodybuilding headshots, including iconic ones like Frank Zane’s and Joe Weider’s statue. (00:14:34 – 00:15:09)
- Bob compliments Sean’s work, mentions Flex Magazine’s philosophy and approach, and gives a shout-out to Sean. (00:15:09 – 00:15:35)
- Transition to discussing Chris Horeca, the creative director for Muscle & Fitness and Flex Magazine. (00:15:39 – 00:15:47)
- Chris explains adjustments needed for the cover photo, including color and shadow corrections. (00:15:47 – 00:16:10)
- Further explanation of the process behind selecting and editing the magazine cover, including focus group feedback and color adjustments. (00:16:10 – 00:16:47)
- Discussion about the amount of work and process involved in creating the cover, and how they avoid heavy Photoshop manipulation. (00:16:47 – 00:17:59)
- Chris explains that the bodybuilding cover photos are not photoshopped to alter the body shapes, but just color corrections and fixing imperfections. (00:17:59 – 00:18:55)
- Bob and Chris discuss the process of creating the magazine, with Bob talking about feedback and the final product hitting shelves. (00:18:55 – 00:20:00)
