“A majority want to be leaner, bigger, more muscular. It’s different to women but the concept underlying is similar – the sense that if I look a certain way I’ll be happy or fit in. When you scratch the surface, it’s the pursuit of happiness and control.

“The reality is it helps with some things – gives you a sense of achievement but equally it’s superficial. Part of treatment is being able to say, ‘Does it really make you happy?’ It’s taboo in some ways to talk about body image. With men it’s a lack of understanding.”

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