Ben Weider

The Body Builders Impressario

by George F. Jowett

AT the close of the nineteenth century the world was spectacularly baptized with a flood of enthusiasm that had revealed to the public the empiric wonders of the human body, its potentialities, its beauty, and how the latent powers within every man and woman could be released and harnessed to a higher standard of healthful living through the positive practice of body building.

It was an awakening that swept through the metropolitan centers, reaching into the remote villages and homes of the people, particularly throughout Britain, and America. Never before, and never since have the peoples of the English speaking world been aroused on such a mass scale in the interest of their physical welfare as then, inspired by the Grecian magnificence of his body, his superb showmanship, and the positive personality of Eugene Sandow, to whom this globular revival is credited,

Not for one moment can anyone deny Sandow this historical honor. But, it is like viewing a glorious landscape of nature. We see the effect. In nature we know there exists other powers that create the cause for the effect, but seldom if ever, does the public pause to inquire who or what are the powers behind a great character that built him into the dominant personality as the world sees him.

We all know that without the instrument, cause cannot work out its worthwhile effect. But somebody with a genius for promotion must first recognize the instrument, and weigh its abilities, and step by step build, and guide along the pathway that leads to the crowning throne of success. In the throes of the drama this person is rarely considered, but he is the power that stands silently behind the curtains pulling the strings of destiny, building altars for an ideal, for the public idol. Such was Florenz Ziegfeld, best remembered as the creator of the feminine American Beauties, whom he promoted to fame and fortune in his world renowned Ziegfeld Follies.

Yet, he is the man responsible for the immortal fame of Eugene Sandow, and through Sandow, caused the first great revival in body building which has never died. Without Ziegfeld, Sandow could never have succeeded, for, as a strength athlete he could not compare with the giants of that day which numbered the great Louis Cyr, Horace Barre, Steinbach, Swoboda, and Arthur Saxon. But Sandow had the physical perfection which the others had not. Through this, Ziegfeld eclipsed the giants, and with his genius for recognizing beauty, knew this was the magic charm that could fascinate the world and lead them to a realization that their body could be, as nature ordains, a throbbing magnet of physical grandeur.

Such is promotional genius which must exist in selflessness for the benefit of his protege, or his ideal. A genius seldom met with more than once in a lifetime.

With the retirement of Sandow, and Ziegfeld's interest turned to the promotion of glorifying the American girl, a recession set in the body building interest. But the seed had been sown, and the tree had formed its roots. Only once since those days did a keener interest flourish in America, in promoting deeper interest in the urge for physical perfection. This was in the early twenties, when the first weight lifters, and body builders organization was founded in the original American Continental Weight Lifters Association, directed from Philadelphia, Pa. From small beginnings it quickly prospered under the promotion of its founder and his lieutenants. Large audiences again packed the halls to see and enjoy masculine magnificence in beauty of body, and exhibitions of strength. Again the rafters rung to the applause of inspired audiences as they greeted, and applauded the stars, both new and old. Weightlifting was thus born to the American continent on an organized foundation that has never faltered, giving birth and rise to the American strength athlete who ever since has dominated the world of weight lifting with her champions. Science was inaugurated into the game that speedily placed Americans, and Canadians ahead of the world. Body building practices were reviewed, and organized on scientific principles in tempo with progressive science. The tree which grew from the Sandow-Ziegfeld planting reared sturdier branches and grew stronger roots. Progressive, aggressive promotion had built more stepping stones. For several years the tide of physical progress flowed strongly, then, with the retirement of the guiding energy of these founders, another recession set in. But the tree did not wilt nor wither. It was girding its strength while it waited the advent of another who would step upon the erected stones, and build higher. True, some attempts were made to carry on, but they lacked the promotional ability and selflessness. The idealistic enthusiasm with its driving energies was absent. The attendances dwindled rapidly to pitiable numbers until the doors were closed entirely.

About the advent of the last named revival, a young man was born in Montreal, Canada, who little knew then that into his hands had been placed the reins and responsibility of carrying on this great work. His youth was fired with the feats of strength of the Strength athletes who were conquering, and wresting fame from the old time European stronghold. His body hungered to possess the muscular perfect symmetry of those great body builders that graced the '20's. Unconsciously he became anchored to a destiny that was to bring about another revival, which, viewed in the light of the events of today, looks as though his promotional evangelism will open new doors to stellar heights.

Destiny is that which is born within us, favored with the opportunity to express a strongly created aptitude. In this case, this particular young man is naturally endowed with a promotional aptitude, which is an example of the belief in many quarters that promotional genius is born within one -- It is not made.

Ben Weider, now only 25 years of age, began his march on the highway trod by the premier physical perfectionists. But he was not destined to complete this journey. Destiny had preordained his course, and unbeknown to him then was subtly guiding, as it was preparing him with the necessary experience to mount a higher path, and a steeper one. During those years in which he struggled to transform his puny body to physical perfection, little did he realize he was answering a call in which but few are chosen.

About this time another had almost fulfilled his work in the promotional cause. Tex Rickard, a miner from Nevada, was impelled into the boxing game, which had then reached its lowest ebb. Tex believed he could revive it, and promote it to a peak never before dreamt of. He envisioned million dollar gates, with a ring side attendance of the elite of society that saw women graced in evening gowns, applauding the gladiators of the padded mitts to last ditch efforts, and victory. How well Tex Rickard succeeded with his natural promoting ability is now past history, while the game awaits another like he to en-noble the sport.

As Ben thrilled to the quickening of his sturdily growing muscles he consciously realized the physical splendor possible for every man. He no longer aspired championship honors. The crusading spirit took possession of his urge, revealing to him the greater need, and importance of directing the benefits of the cause by promotional broadcast that would create greater public attention by presenting the physical perfectionists before them. He knew that to be another champion was but to be just another name that would have its day, and meteor like fade away like a sterile bloom. He wanted to plant and pollinate the hearts and minds of men over broader fields to awaken to nature's call to the better, fuller life endowed by physical fitness. He began to forget himself as he thought of others.

His first attempt was to create a French magazine devoted to physical training. His brother Joe, was doing a magnificent job in his English written magazines, but Ben felt the French audience was badly neglected. Among these people who had years ago enriched our cause with their stalwarts, was more rich material. He sought to find, and serve it, not only across the North American Continent, but wherever French was spoken. It was a tougher assignment than he realized, but such is the fervor of natural zeal. He accepted the challenge blindly, and boldly began publication of Sante et Force. The first French written magazine on health and fitness ever produced on this continent, and the first genuine French publication in this cause. He not only published, but he promoted the magazine, which is much more important. He reached out into the remote countries and colonies of France and Britain, where this language predominated. Sante et Force met with a new reception everywhere, with the result that once again, and quickly, French names began to invade, then dominate the stage of physical perfection with their illustrious physiques. They responded like thirsty men grasping the proffered cup of water. Ben had indeed unlocked a door for teeming thousands who had formerly been denied encouragement and instruction in physical welfare, through the forgetfulness, or selfishness of others. The crusading spirit was taking a firmer hold on Ben, and his destiny. In his mind he pondered over the lack of general public interest. The absence of contests, and demonstrations of the results of physical training. The paltry attendance at the few sponsored shows. The acclaim of the too few who applauded the too few examples of the magnificent man. There must be a reason he reasoned. He believed in the old slogan that "All the world loves a Strong Man," else why the tidal wave of enthusiasm in the days of Sandow, and in the Twenties.

He had the answer - poor promotion for one thing, and lack of objective organization on the other hand.

To organize wisely with freedom of enterprise, and freedom in contest for all contestants, free of commercial taint and in selflessness was his conclusion. To promote to exploit, or to form a halo on one's brow had been the personal perversity that had stifled progress with recent sponsorship, It is the reason for every physical cultural regression, and the difference between the natural promoter, and the synthetic promoter.

Ben possesses a logical mind that can reason calmly to a sensible conclusion. He saw no chance why he could not pick up the reins that had once been firmly grasped in other strong hands, and pilot as he proclaimed the objectivities of physical perfection. Quietly he set about regenerating the old organizational promotion. He linked arms with the great pilots of the past, and set his course to these pilots beam. He undertook a journey of investigation that circumnavigated the world to find the will of the people as he pressed their pulse. He was the first to ever make this daring venture. Enthusiasts in twenty-eight countries responded to his appeal. That is what they were waiting for, but to do this right Ben realized a new organization must be founded free, and unfettered of the taint and tawdriness that held action in thrall.

It can truly be said that Ben Weider is the creative keystone in the formation of the present International Federation of Body Builders. He realized through this media he could build and plan progressive expansion without let or hindrance, and bring together on the same platform the physical perfectionists from all walks of life to compete openly without commercial hindrance, official prejudice or personal bigotry.

His broadmindedness sought and garnered from experienced minds. He moulded their wisdom into the fertility of his own natural genius. He began to promote shows under the I.F.B.B. From the very first attendance jumped. The immaturity of his early promotional ventures were lost in the sincerity of his effort. With each show attendance increased. The caliber of the audience improved. Women were attracted in almost equal proportion attendance to men -- a la Rickard. Unheard of body builders were added to each program. The splendor of their physiques set a higher mark in physical perfection. No one was barred, nor was there ever any of the secret consultations behind closed doors that disgraces so much in the world of competitive sport, as they scheme to blackball the dangerous contestants in favor of those they bet on.

In less than two years of promotion of Best Physique shows, Ben has brought to the cause wider interest, with a multitude of eager contestants like an undammed stream. His shows are rapidly taking on the illustrious mantle that graced the two former revivals. His natural aptitude to quickly grasp the finer details of promotion and showmanship manifest themselves with each successive show. The last show in New York was a grand exhibition, even though its performance was marred with some incompetencies, but these were not his. Wherever Ben Weider has been left to function on his own initiative his shows have been the best. His last show in Montreal took on the professional gesture of a dress rehearsal. To one who has had previous promotional experience he can see the natural genius developing in this young promoter of body building enthusiasm. An instructor may develop exceptional examples of physical perfection, but it takes the promoter to produce it. Only he can present it before the public in a way that will charm as it fascinates. Delight as it demonstrates. It takes the promoter to school the demonstrators in perfect performances. To the promoter alone goes the credit of creating the stellar stars, Men who rise to face in this game do not do so entirely on their own merit. It is the promoter who gives them their opportunity, and expertly coaches them in their performance.

It is he, in the person of Ben Weider, who has introduced the public to such famous stars of bodily perfection as Ed Thierault, Paivio, Robert, Roy, Galiardi, and a host of other French Canadian stars, as well as many of the English speaking, making their names equally household with the illustrious names of Ross, Stephan, Reeves, and others.

Reared in Montreal the legendary city of the strong, Ben has captured much of the pleasant French graciousness. This courtesy, true French Canadian-like, he never withholds from anyone, and has endeared him more than anything else to all who come within his promotional scope. The novice is made to feel at home with the stars he competes with. They blend together happily like a gathering of fond brothers.

No outsider can realize the vast amount of work and energy put into each show. The detail is terrific. As is also the cost. To the latter the true promoter is always oblivious. He knows body building shows rarely, if ever, pay. His thoughts must be directed entirely on two things - the performers, and the audience. At all cost he must make them happy.

Ben has successfully recaptured the old idea of better prizes, and more of them. Of impartial judging which excludes anyone being a member of the organization. No one seeks better than he to do that which is right. Ben is utterly selfless in this work. He has cast into it the best that is in him. His dominating object is to promote bigger and better shows, to inspire greater attendance that will include worthwhile, and important personalities. He sees wisely that in these shows the lesson of body building can be carried into more thousands of reaching lives. He sees the mass public can be awakened to the significance of physical fitness by the examples seen at these line exhibitions. He sees in them the only working way to carry the message into every home. Already he has inspired thousands of negative bodies to the positive with the wonderful physiques his shows present.

It is heart warming to realize that already his efforts are appreciated. At the last show in Montreal, for the Mr. Canada title, Ben Weider was presented with a beautiful trophy donated by his appreciative admirers from allover the world. It made Ben intensely happy for it caused him to realize that his personality behind the work is not dimmed by the luster of the stars he makes famous. That deep down in their heart they recognize his unselfish, sincere love for the cause, which they will never forget.

It is a hard life in every respect. You have to love it to lead it. The greatest reward one obtains is in knowing that his contribution to the cause will never die when created in sincerity .

Ben is sincere. He will not shirk his goal even though it is a hard row to follow. This I know from personal experience. I have tasted every phase of it from Poverty Row to Golden Square. I know it provides a reward that is greater than gold, in the many loyal friendships that are acquired. It is a work one can look back on and feel grateful that you were one of the chosen few.

The question now is will this youthful promoter carry his dream to the fullness of realization. Will he once again pack the largest halls and auditoriums of the nations. Will he succeed in grafting on another branch to the tree rooted by Sandow, and fertilized by the faithful of the Twenties. Yes, I think he will be given the encouragement, the opportunity and the cooperation which only you readers can provide.

Once more the torch is lifted high proclaiming and demonstrating the better, and fuller life. Once again it is grasped firmly. Grasped in the hands of one made strong by his dream, and by his natural aptitude. May destiny look back on his days in the years to come and say in Ben Weider, was one who followed the path of Ziegfeld, Rickard, and the other Greats, serving humanity best as humanity needs it, in the instruction and inspiration of physical grandeur the greatest prize of life.

PHOTO CAPTIONS

- Ben Weider in his recent trip to many parts of the world met many important figures in the strength field. Here he is with Arax, Europe's most famous physique photographers with the Eiffel Tower shown in the background.

- In Cairo Ben Met Nossier past champions weight lifter (on right) and Geissa, present Egyptian Champ (left). Ben was presented a medal in recognition of his great work.

- Prof. Desbonnet, now over 80 years of age gave Ben a warm reception and presented Ben with another Medal as a tribute to his hard work.

- In this pose Ben Weider shows the rugged power which he use to put behind his efforts to help all body builders through the I.F.B.B.

- In recognition of Ben's efforts the body builders of Canada presented him with a testimonial trophy which Ben is accepting here.

- Ben Weider, George Jowett and Clarence Ross shown with the trophies presented to the winners at the recent Mr. Canada show. These men worked hard to make this show as well as many others the huge success that they were.