Introduction: A market reshaped by the idea of the alpha male In recent years, a niche of wellness culture has exploded into a multi‑billion‑dollar industry: the so‑called alpha male wellness movement. At its center are relentless fitness regimes, verdicts on sleep, supplementation protocols, and a speak‑softly, carry‑a‑big‑stick attitude toward health. The message is simple, catchy,…