ABSTRACT
The insidious nature of men’s ill health is cause for concern in the UK and the whole of the European Union with the growing spectre of avoidable premature death and chronic disease.1 Moreover, orthodox channels for health promotion are routinely ineffective for helping some groups of men to sustain lifestyle change.2
Worse, the scarcity of evidence-based programmes that meet their needs means there is little opportunity for the refinement of existing practice.3 Therefore, poor engagement and high attrition continue to characterize health interventions aimed at younger men, especially those delivered in community settings.4 The combination of inadequate provision and challenging socio-economic circumstance heighten the prevalence of many avoidable health conditions.5 Consequently, there is an urgent need to identify successful, replicable and innovative approaches for improving the health of men.6
