Bodybuilding became more popular in the 1950s and 1960s with the emergence of strength and gymnastics champions joining the culture, and the simultaneous popularization of muscle training, most of all by Joe Weider, whose advertising in comic books and other publications encouraged many young men to undertake weight training to improve their physiques to resemble the comic books’ muscular superheroes. Of notable athletes, US national and gymnastics champion and US Olympic weightlifting team competitor John Grimek and British strength athlete Reg Park as winners of newly created bodybuilding titles such as the Mr. Universe and Mr. America competitions paved the way for others. Magazines such as Strength & Health and Muscular Development were accompanied by the fame of Muscle Beach, in Santa Monica, California. The casting of some bodybuilders in movies was another major vehicle for the activity’s popularization. Of bodybuilder-actors perhaps the most famous wereSteve Reeves and Reg Park, who were featured in roles portraying Hercules,Samson and other legendary heroes. Dave Draper gained public fame through a role in Don’t Make Waves, and in appearances in television series such as theBeverly Hillbillies and The Monkees. Other rising stars in this period were Larry Scott, Serge Nubret, and Sergio Oliva. The gym equipment and training supplement industries founded by Joe Weider were complemented by the growth of the International Federation of BodyBuilding & Fitness (IFBB), which was co-founded by Joe and his brother Ben. The IFBB eventually displaced the Amateur Athletic Union’s Mr. Universe titles and also that of NABBA, theNational Amateur Bodybuilders Association as the most important and notable contests.