Launched by former editor and deputy editor of Men’s Fitness, Jon Lipsey and Joe Warner, Alpha Man will be available solely as a free monthly app for tablets and mobile.

With paid-for print circulation falling for Men’s Fitness by 21.8% year-on-year, and Men’s Health down 6.1%, the market is becoming less and less profitable. Warner believes the digital-only magazine will target younger “digital natives” who he argues, “bypassed print”. He also comments it will be ideal for “former readers who are no longer buying print to re-engage with fitness magazines”.

This is the second digital magazine the pair have set up, the first was specialist training magazine IronLife. However, Alpha Man aims to appeal to a greater, and more mainstream, audience.

To build a profit, there will be advertisements (deals have already been made with L’Oreal Men Expert and Adidas) and selling products in-app. You can view online at http://alphamanmag.com