The concept of ideal self and real self is so important for individuals these days. Due to the rise of social media and media itself, individuals frequently compare themselves to those around them and, as is the case for most, fail. 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 uncover how self-concept, or more specifically the idea of ​​the real self and the ideal self, affects men in fitness consumption. To do this, it is important to focus on the notion of self but also to take an interest in fitness, its consumption and the trends that appear. Next, it will also be important to examine the theory behind masculinity and how men consume fitness activities and finally how their self-image can affect this consumption. The idea of ​​the ideal self-image is gaining popularity because now, through the media, people are exposed to the perfect image. Individuals are led to believe that they should look a certain way and if they don't, they are not considered "beautiful" or "beautiful." These individuals therefore create an ideal self. An image that they strive to achieve. This has led to an increase in many practices such as plastic surgery etc. But the industry that has also seen a surge in popularity is health and fitness. Currently, the concept of health and fitness is being brought to the forefront. of people's lives. It is becoming more and more important for people to be aware of their health. Individuals now take care of themselves by eating healthily and above all by staying in shape. Recent studies have shown that although the medium of paper gives them a good self-image, they rely on them to have symbolic meaning for them and they also rely on them for their functional usefulness. . This is why it is important for businesses to meet the ever-increasing demands of their customers. “Consumers are increasingly looking to the market to provide them with resources and technologies that will enable them to achieve rewarding and sustainable states of being” (Shankar and Fitchett 2005). These days, customers are looking for more motivation to buy products and, in fact, it is considered “short-sighted” for businesses not to realize this. “Believing that markets are secure because consumers will continue to be motivated to have an ever-widening range of goods and services is a flawed and short-sighted assumption” (Shankar and Fitchett 2005). Consumers expect much more from their products and marketers need to be able to