The concept of ideal self and real self is so important to individuals in recent times. As a result of the rise of social media and the media itself, individuals often compare themselves to those around them and, as is the case for most, fall short. Self-concept can influence almost every aspect of our lives, our tastes, our hobbies, the way we interact with others, and the world around us. In this thesis I hope to discover how the self-concept, or more specifically the idea of ​​the actual self and the ideal self, influences men's fitness consumption. To do this, it is important to focus on the idea of ​​oneself, but also look at fitness, its consumption and the trends that appear. So it will also be important to examine the theory behind masculinity and how males consume fitness activities and ultimately how their self-concept can influence this consumption. The idea of ​​the ideal self-image is becoming more and more popular as now, thanks to the media, people are exposed to the perfect image. People are made to believe that they should look a certain way, and if they don't, they are not considered "beautiful" or "good looking." These individuals then create an ideal self. An image they strive to achieve. This has led to an increase in many practices such as plastic surgery, etc. But the sector that has also seen the increase in popularity is health and fitness. Currently, the concepts of health and fitness are being brought to the forefront. of people's lives. It is quickly becoming more and more important for people to be aware of their health. Today people take care of themselves by eating healthy and, above all, keeping fit. Recent studies have shown that, despite having a good self-image, they rely on them to contain symbolic meaning and also rely on them for their functional utility. . This is why it is important for companies to keep up with the ever-increasing demands of their customers. “Consumers increasingly look to the market to provide resources and technologies that enable them to achieve rewarding and sustainable states of 'being'” (Shankar and Fitchett 2005). Nowadays customers are looking for more motivation to buy products and in fact it is considered “short-sighted” for companies not to realize this. “The belief that markets are safe because consumers will continue to be motivated to have an ever-wider range of goods and services is a short-sighted and incorrect assumption” (Shankar and Fitchett 2005). Consumers are looking for so much more from their products, and marketers need to be able to do just that