The 20th century marked the rise of specialized, competitive sports, as well as the emergence of a well-organized and thriving “fitness” market and industry.
At the very beginning of the 20th century, at the same time Georges Hebert developed and promoted his “Natural Method,” another Frenchman, Professor Edmond Desbonnet, managed to make physical exercise and strength training fashionable through the publication of fitness journals (he used photography to capture male and female athletes) and by opening a chain of exercise clubs. This laid a strong foundation for physical culture in Europe, but also for “fitness” as an industry.