Bernarr Macfadden: Bodybuilder, Publisher, and Eccentric Prophet of Physical Culture

The History Collection/Alamy Stock Photo
The History Collection/Alamy Stock Photo

Bernarr Macfadden, who almost single-handedly launched the twin American obsessions with diet and exercise, wanted you to picture a roaring lion when you said his name out loud. Not content with his birth name, Bernard, the young Macfadden had his name legally changed so it supposedly better resembled a roar: Bernarr.

Macfadden certainly did roar his way through life. Born August 16, 1868 as Bernard McFadden on a farm in Mill Spring, Missouri, he was orphaned by the time he was 11. Macfadden’s father died from delirium tremens (alcohol withdrawal), and his mother from tuberculosis. The young boy was briefly installed in a Chicago boarding school, then housed, equally briefly, with relatives who ran a hotel in the city. He then worked as a farm laborer in northern Illinois for two years before he took to the open road, working as a miner, a dentist's assistant, a wood chopper, a printer’s apprentice, and a water boy for a construction team.

Because he spent his childhood dreading the arrival of the same tuberculosis symptoms that had killed his mother, Macfadden grew increasingly obsessed with physical fitness and healthy eating as wards against disease. By his late teenage years, he had set himself up in St. Louis, where he diligently practiced a well-honed exercise routine that included repeat sets with dumbbells and the horizontal bar, as well as daily six-mile walks carrying a 10-pound lead bar. He also decided on his purpose in life: spreading the gospel of exercise.

Around 1887, he rented a gym space in St. Louis, Missouri, and set a bold sign out front: "Bernarr Macfadden-Kinistherapist-Teacher of Higher Physical Culture." If you've never heard of a kinistherapist before, neither had Macfadden. The nonexistent profession just sounded good to him. And it sounded good to the people of St. Louis too. In a short while, business was booming.

But Macfadden had bigger dreams than St. Louis could fulfill. His drive to spread the gospel of physical culture soon led him to leave behind his St. Louis gym and head for New York City, where he rented a place in Manhattan and invited the press over for a “Physical Culture Matinee.” Surprisingly, the press actually showed up; their entertainment that afternoon consisted of Macfadden “chatting and posing in an interesting way,” according to one observer.

In 1899, at 30 years old, Macfadden launched Physical Culture magazine as a showcase for his ideas on bodybuilding, exercise, and diet. Those ideas boiled down to a simple formula: eat good foods, exercise often, and go on occasional fasts (his focus on fasting is seen as the precursor to today's popular ketogenic diet, by some accounts). However, his enthusiasm often overwhelmed his sensible ideas. He frequently campaigned against doctors and vaccinations, and generalized American “prudery.”

A portrait of Bernarr Macfadden
Wikimedia // Public Domain

Despite its quirky character, Physical Culture was a near-immediate hit. Macfadden’s tireless promotion and obvious zeal for his ideas were aided by convenient timing: Just as the magazine launched, Americans were turning for the first time en masse to improving their diet and exercise routines, encouraged by a similar craze in Britain as well as nationalistic fitness efforts like the gymnasiums favored by German-American immigrants. Macfadden was in the right place at the right time to be the prophet of the diet and exercise movement.

Like other self-styled prophets before him, however, Macfadden’s outsized personality became one of his greatest obstacles. He was given to fits of mooing and braying, which he believed aided in voice development. He wore his hair thick, wild, and long (at least by early 20th century standards) as proof of the efficacy of his cure for baldness (a “cure,” by the way, that involved vigorous pulling on the hair). He believed shoes were unnatural, so he frequently tramped about barefoot. He slept on the floor, with windows wide open even in winter. His hatred for the fashion industry led him to wear his clothes for years until they were literally hanging from his body in tatters. This last habit led to some unfortunate confrontations with the doormen at his New York apartment building, who frequently mistook him for a hobo.

Nevertheless, Physical Culture magazine made Macfadden wealthy and provided the seed money to launch twin empires in publishing and health. By the 1920s, he owned 10 highly successful magazines and was worth upward of $30 million. His publishing ideas were innovative and profitable, despite their often tawdry character. He launched the first true confession magazine, True Story, in 1919, as well as a number of other magazines in the same vein, such as True Romance and True Detective. He also launched the legendary New York Evening Graphic, one of the forerunners of modern tabloid newspapers. With article titles such as “I Taught My Wife to Drink,” “I Am the Mother of My Sister’s Son,” and “I Killed Him, What’ll I Do?,” the sordid stories of sin, guilt, and redemption in Macfadden's titles were hugely popular with the American masses.

The cover of "True Detective Mysteries," July 1926
Internet Archive // Public Domain

Macfadden simultaneously spread his Physical Culture empire into the health arena as well. He opened a chain of Physical Culture restaurants, with the gimmick of charging one cent for every item on the menu, following the idea that the best foods for you were also the cheapest. He also established four spas, dubbed “healthoriums,” in upstate New York, Long Island, the New Jersey Pine Barrens, and Battle Creek, Michigan. At the Macfadden spas, participants could aim to achieve “an absolute purity of their blood through a regimen of exercise, fresh air, bland diet, and no medicines.” Macfadden’s empire-building reached its zenith at his spa in the New Jersey Pine Barrens, which he vigorously—and unsuccessfully—campaigned to have incorporated into a new town dubbed “Physical Culture City.”

Macfadden’s outsized ego and overbearing convictions reportedly made him a difficult marital partner. His first two marriages quickly ended in divorce. His third marriage, arguably more successful, came about in a particularly Macfadden-ian way: Bernarr was in England, judging a contest he’d organized to find “the most perfectly formed female.” The winner was one Mary Williamson, a competitive swimmer, who was subsequently convinced to become Macfadden's third bride. He later would assert that her prize for winning the contest was … him.

Their marriage survived 34 years and produced seven children, named (by Bernarr, of course): Byrnece, Beulah, Beverly, Braunda, Byrne, Berwyn, and Bruce (although some sources call him Brewster). In 1946, Mary obtained a divorce, in drawn-out and very public proceedings.

Bernarr MacFadden and family members at the Capitol, where they were demonstrating how to keep fit to legislators.
Bernarr MacFadden and family members at the Capitol, where they were demonstrating how to keep fit to legislators.
Harris & Ewing, Wikimedia // Public Domain

Meanwhile, Macfadden’s fortunes began to diminish. The New York Evening Graphic, despite some early success, was quickly derided as one of America’s worst papers—thanks to sleazy headlines like “Weed Parties in Soldiers’ Love Nest.” The newspaper’s gradual collapse drained millions from Macfadden’s bank account. An ill-conceived run for the Republican nominee for president in 1936 also led to widespread public derision for “Body Love Macfadden.” A third blow was the failure of his chain of one-cent restaurants; the gimmick couldn’t withstand the reality of restaurant overhead.

Macfadden was married a fourth time, briefly, to a woman half his age, who shortly after had the marriage annulled. He sold off his remaining magazine interests in the 1940s and spent his last years, and the last of his fortune, on a variety of stunts and schemes. He ran for the U.S. Senate in Florida, offered a prize for the best biographical play about his life, and, when he turned 81, celebrated the accomplishment by parachuting out of an airplane. That feat became an annual event for Macfadden, who proudly defied his advancing years by parachuting into the Hudson River every birthday, and once, when he turned 84, into the Seine in Paris. He said he’d continue every year until he turned 120.

Sadly, he died a few years later, at age 87, in 1955. His cause of death, depending on the source, was either cerebral thrombosis (a blood clot in a cerebral vein in the brain) or an attack of jaundice following a three-day fast. By the time he died, Macfadden had about $50,000 left of his fortune and was generally regarded as an eccentric hovering on the edges of fame, always angling for a new way to see his name in the paper.

Macfadden’s ideas, however, outlived him, and some of them ended up having some merit. He was one of the first Americans to loudly proclaim the benefits of exercise and dieting. He railed against corsets and white bread, both of which have substantially declined in popularity. Today, you can find thousands of people jogging and lifting weights in cities across the country—highly unusual pursuits before Macfadden started spreading the doctrine of Physical Culture.

Additional Source: Great American Eccentrics

Kitty O'Neil, Trailblazing Speed Racer and Wonder Woman's Stunt Double

PHOTO COLLAGE BY DAMON AMATO, MINUTE MEDIA. MOTORCYCLE/CAR/DIVINGBOARD, ISTOCK VIA GETTY IMAGES. PORTRAIT, MIDCO SPORTS MAGAZINE // YOUTUBE
PHOTO COLLAGE BY DAMON AMATO, MINUTE MEDIA. MOTORCYCLE/CAR/DIVINGBOARD, ISTOCK VIA GETTY IMAGES. PORTRAIT, MIDCO SPORTS MAGAZINE // YOUTUBE

Kitty O’Neil could do it all. A stuntwoman, drag racer, and diver, the legendary daredevil's skills were once described by the Chicago Tribune as “full and partial engulfment in fire; swimming; diving; water skiing; scuba diving; horse falls, jumps, drags, and transfers; high falls into an air bag or water; car rolls; cannon-fired car driving; motorcycle racing; speed, drag, sail, and power boat handling; fight routines; gymnastics; snow skiing; jet skiing; sky diving; ice skating; golf; tennis; track and field; 10-speed bike racing; and hang gliding.”

During her lifetime, O’Neil set 22 speed records on both the land and sea—including the women’s land speed record of 512 mph, which remains unmatched to this day. Through it all, she battled casual sexism and ableism, as she was often not only the lone woman in the room, but the lone deaf person on the drag strip or movie set.

"It Wasn't Scary Enough for Me"

O’Neil was born on March 24, 1946, in Corpus Christi, Texas. Her father, John, was an Air Force pilot and oil driller, while her mother, Patsy, was a homemaker. When she was just a few months old, O’Neil contracted mumps, measles, and smallpox, an onslaught of illness that damaged her nerves and caused her to lose her hearing. Patsy, who had packed her in ice during the worst of the fever, went back to school for speech pathology so she could teach her daughter how to read lips and form words. She placed the young girl’s hand on her throat as she spoke, allowing her to feel the vibrations of her vocal cords.

Feeling those sensations helped Kitty learn to talk, while the sensations associated with engines would teach her something else. At the age of 4, O’Neil convinced her father to let her ride atop the lawn mower in what would be a transformative experience. “I could feel the vibrations,” she told the Associated Press. “That’s what got me into racing. When I race, I feel the vibrations.”

But racing wasn’t her first thrill ride. As a teenager, O’Neil showed such an aptitude for diving that Patsy decided to move the family to Anaheim, California, where O’Neil could train with the two-time Olympic gold medalist Sammy Lee. She was on her way to the qualifying rounds for the 1964 Tokyo Olympics when she broke her wrist, eliminating her from consideration. Soon after, she contracted spinal meningitis. Her doctors worried she wouldn’t walk again.

She recovered, but found she was no longer interested in diving. “I gave it up because it wasn’t scary enough for me,” she told the Chicago Tribune.

Motorcycle racing proved to be a better adrenaline rush, so she began entering competitions along the West Coast. It was at one of those races that she met another speedster named Ronald “Duffy” Hambleton, who offered his assistance after O’Neil crashed her bike, severing two fingers. Once she had gotten stitched up, the pair began a professional and romantic relationship. O’Neil moved onto a 40-acre ranch in Fillmore, California, with Hambleton and his two children from a previous relationship.

Hambleton would act as O’Neil’s manager, often speaking to the press for her after stunts or record attempts. However, O’Neil later alleged that he stole money from her and physically abused her during their partnership. In 1988, a Star Tribune reporter would describe O’Neil’s scrapbooks as containing a photo of Hambleton with his face scratched out; she had also written “not true” in the margins of newspaper clippings touting his profound impact on her success.

The Need for Speed

O’Neil wanted to go fast and she didn’t care how. So she expanded her scope beyond motorcycles, setting a new women’s water skiing record in 1970 with a speed of 104.85 mph. Her national breakout arrived six years later, when she drove a skinny three-wheel rocket car into the Alvord Desert. The hydrogen peroxide-powered vehicle was dubbed “The Motivator,” and it was the work of William Fredrick, a designer who normally created cars for movie and TV stunts. When O’Neil got behind the wheel of The Motivator, she quickly smashed the women’s land speed record. Her average speed was 512 mph, over 1.5 times faster than the previous 321 mph record held by Lee Breedlove since 1965.

She believed she could beat the men’s record of 631.4 mph, too, which should’ve been great news for her entire team. Fredrick and his corporate sponsors were gunning for a new record, and O'Neil had already reportedly hit a maximum speed of 618 mph in her initial run. But before she could take The Motivator for a second spin, she was ordered out of the car.

As O’Neil would discover, she had only been contracted to beat the women’s record. Marvin Glass & Associates, the toy company that owned the rights to the vehicle, wanted Hollywood stuntman Hal Needham to break the men’s record. The company claimed it was purely a business decision, as they had a Needham action figure in the works. But according to Hambleton, the company reps had said it would be “unbecoming and degrading for a woman to set a land speed record.”

“It really hurts,” O’Neil told UPI reporters as she choked back tears. “I wanted to do it again. I had a good feeling.” She earned the immediate support of the men’s record holder, Gary Gabelich, who called the whole incident “ridiculous” and “kind of silly.” She and Hambleton tried to sue for her right to another attempt, but she wouldn’t get a second ride in The Motivator. Needham wouldn’t break the record, either, as a storm dampened his chances. Not that he was especially polite about it.

“Hell, you’re not talking about sports when you’re talking about land speed records,” he told the Chicago Tribune. “It doesn’t take any God-given talent … even a good, smart chimpanzee could probably do it. Probably better—because he wouldn’t be worried about dying.”

As the messy legal battle dragged on, O’Neil focused on her budding career in stunt work. According to The New York Times, she completed her first stunt in March of 1976, when she zipped up a flame-resistant Nomex suit and let someone set her on fire. For her second job, she rolled a car, which was practically a personal hobby. (She liked to tell people she rolled her mother’s car when she was 16, the day she got her driver’s license.) O’Neil eventually became Lynda Carter’s stunt double on Wonder Woman, where she famously leapt 127 feet off a hotel roof onto an air bag below. “If I hadn’t hit the center of the bag, I probably would have been killed,” she told The Washington Post in 1979.

Her work earned her a place in Stunts Unlimited, the selective trade group that had, until that point, only admitted men. O’Neil continued racking up credits with gigs on The Bionic Woman, Smokey and the Bandit II, and The Blues Brothers. Although few stunt doubles achieve name recognition, O’Neil was a media darling who inspired her own 1979 TV movie starring Stockard Channing and a Barbie in her trademark yellow jumpsuit.

A Pioneer's Legacy

But by 1982, feeling burned out after watching the toll the work had taken on colleagues, O'Neil decided she was finished. She retired from the business at the age of 36, packing up and leaving Los Angeles entirely. She wound up in Minneapolis and then in Eureka, South Dakota, a town with a population of fewer than 1000 people. She would live out the rest of her days there, eventually dying of pneumonia in 2018 at the age of 72.

O’Neil lived her life as a never-ending challenge—to go faster, jump higher, do better. She always said that her lack of hearing helped her concentrate, eliminating any fear she might’ve felt over the prospect of breaking the sound barrier, let alone self-immolation.

“When I was 18, I was told I couldn’t get a job because I was deaf,” she told a group of deaf students at the Holy Trinity School in Chicago. “But I said someday I’m going to be famous in sports, to show them I can do anything.”

O’Neil did exactly that. Over her the course of perilous career, she carved out a name for herself in a space that was often openly hostile towards her, setting records and making it impossible for anyone who doubted her to catch up.

Bessie Coleman, the Black Cherokee Female Pilot Who Made Aviation History

Photo illustration by Riccardo Zagorodnez, Mental Floss. Plane/landscape, iStock via Getty Images. Portrait, New York Public Library // Public Domain
Photo illustration by Riccardo Zagorodnez, Mental Floss. Plane/landscape, iStock via Getty Images. Portrait, New York Public Library // Public Domain

Early 20th century America didn’t offer many career paths to people like Bessie Coleman. It was a time when women were discouraged from working outside domestic spheres, and opportunities for women of African American and Native American descent were even more limited. When Coleman fell in love with the idea of flying planes, she knew that realizing her dream would be impossible in the United States—but instead of giving up, she moved to France to enroll in flight school. Less than a year later, she returned home as the first African American and the first Native American female pilot in aviation history.

A Determined Beginning

Bessie Coleman was born to sharecroppers in Texas on January 26, 1892. She was one of 13 siblings, and like the rest of Coleman clan, she was expected to help pick cotton on the farm as soon as she was old enough. At 6 years old, she started walking to school: a one-room wooden shack located four miles from her house. Her classroom often lacked basic supplies like paper and pencils, and, like all schools in the region, it was segregated.

Despite less-than-ideal conditions, she excelled in class and continued her studies through high school. In 1901, her father, who was part black and part Cherokee, relocated to Native American territory in Oklahoma to escape discrimination in Texas, leaving Bessie and the rest of his family behind. She knew she couldn’t depend on her now single-parent family to contribute money toward her education, so to save for college, she went to work as a laundress.

After a year at the Colored Agricultural and Normal University—now Langston University—in Langston, Oklahoma, she dropped out when her tuition fund ran dry. Even though she was more educated than many women of the time, there were few opportunities for her in the South. At age 23, she followed her brothers to Chicago, which, though racially segregated, was slightly more welcoming to people of color than Texas had been. In Chicago, Coleman was able to mingle with influential figures in the African American community. She went to beauty school and became a manicurist in a local barbershop.

Chicago was also where she decided she wanted to learn how to fly.

Dreams of Flight—and France

Around the same time Coleman moved up north, World War I erupted in Europe. The conflict quickened the pace of technological advancement, including in aviation. For the first time in history, people around the world could watch fighter planes soar through the skies in newsreels and read about them in the papers. Coleman fell in love.

When her brother John returned home to Chicago after serving overseas, he gave her more material to fuel her daydreams. In addition to regaling her with war stories, he teased her about her new fantasy, claiming that French women were superior to local women because they were allowed to fly planes, something Bessie would never be able to do. He may have said the words in jest, but they held some truth: Female pilots were incredibly rare in the U.S. immediately following World War I, and black female pilots were nonexistent.

Coleman quickly learned that American flight instructors were intent on keeping things that way. Every aviation school she applied to rejected her on the basis of her race and gender.

Fortunately for Coleman, her brothers weren't her only source of support in Chicago. After moving to the city, she met Robert Abbott, publisher of the historic black newspaper The Chicago Defender and one of the first African American millionaires. He echoed John’s idea that France was a much better place for aspiring female pilots, but instead of rubbing it in her face, he presented it as an opportunity. Abbott viewed France as one of the world’s most racially progressive nations, and he encouraged her to move there in pursuit of her pilot's license.

Coleman didn’t need to be convinced. With her heart set on a new dream, she quit her job as a manicurist and accepted a better-paying role as the manager of a chili parlor to raise money for her trip abroad. At night she took French classes in the Chicago loop. Her hard work paid off, and with her savings and some financial assistance from Abbot and another black entrepreneur named Jesse Binga, she boarded a ship for France in November 1920.

The First Black Aviatrix

Coleman was the only non-white person in her class at the Caudron Brothers' School of Aviation in Le Crotoy, France. Students were taught to fly using 27-foot-long biplanes that were known to stall in mid-air. One day, she even witnessed one of her classmates die in a crash. Describing the incident later on, she said, "It was a terrible shock to my nerves, but I never lost them."

Despite the risks, she pressed on with lessons, and after seven months of training, she received her aviation license from the Federation Aeronautique Internationale. She became both the first African American woman and the first Native American woman in the world to earn a pilot’s license.

Coleman completed some extra flight lessons in Paris and then boarded a ship bound for the United States. American news outlets were instantly smitten with the 29-year-old pilot. The Associated Press reported on September 26, 1921 that "Today [Coleman] returned as a full-fledged aviatrix, said to be the first of her race."

In the early 1920s, an aviatrix, or female aviator, was still a fairly new concept in America, and many of the most famous women flyers of the 20th century—like Laura Ingalls, Betty Skelton, and Amelia Earhart—had yet to enter the scene. Coleman's persistence helped clear the path for the next generation of female pilots.

But her success in France didn’t mark the end of her battle with racism. Bessie needed more training to learn the airshow tricks she now hoped to do for a living, but even with her international pilot's license and minor celebrity status since returning home, American flight schools still refused to teach her. Just a few months after landing in the U.S., Bessie went back to Europe—this time to Germany and the Netherlands as well as France to learn the barnstorming stunts that were quickly growing into one of the most popular forms of entertainment of the 1920s.

Upon her second homecoming in 1922, newspapers praised her once again, reporting that European aviators had dubbed her "one of the best flyers they had seen." Finally, she would be able to show off her skills in her home country. Robert Abbott, the newspaperman who helped fund her dream, sponsored her first-ever American airshow at Curtiss Field, Long Island, on September 3, 1922. She spent the next few years touring the country, thrilling spectators by parachuting, wing-walking (moving atop the wings of her biplane mid-flight), and performing aerial figure-eights.

Coleman had become a real celebrity, and she tried to use her prominence to help black people. She gave speeches on aviation to predominantly black crowds and planned to open her own flight school for African American students. She only performed for desegregated audiences—the one notable exception being a show in Waxahachie, Texas, the town where she lived for most of her childhood. Event organizers planned to segregate black and white guests and have them use separate entrances. Coleman protested and threatened to cancel the exhibition unless a single entrance was set up for everyone. Officials eventually agreed, though audience members were still forced to sit on separate sides of the stadium once they entered.

Just when it seemed her career was reaching new heights, it was cut short by tragedy. On April 30, 1926, she was riding with her mechanic William Wills in Jacksonville, Florida, in preparation for a show scheduled for the next day, when a wrench left in the engine caused the plane to spin out of control. Coleman hadn’t been wearing her seatbelt, and she was tossed from the passenger seat at 3000 feet above the ground. She died at age 34.

Bessie Coleman never achieved the same level of name recognition as some of her peers, but the impact she left on aviation history is undeniable. Even if they’ve never heard her name, Chicagoans living near Lincoln Cemetery have likely heard the sounds of jets flying overhead on April 30. Every year on the anniversary of her death, black pilots honor Coleman by performing a flyover and dropping flowers on her grave.

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