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Before fitness magazines were filled with sexy and glamorous photographs of beautiful women, there was a time when fitness modeling was quite different. The female fitness models were photographed much like the men: as physical specimens with bulging muscles, lacking any make up or charisma. The sex appeal found today within the world of woman's fitness came nearly 17 years ago when master photographer Rob Sims was hired to teach fitness photographers how to shoot women. Until this point, Sims was an accomplished celebrity photographer shooting the likes of Pamela Anderson, Tom Hanks, Carmen Electra and other top celebrities. Sims quickly exchanged the model's tops for items like sand, seaweed, and shells, and began shooting women in postage-stamp bikinis and the skimpiest g-strings the world has ever seen. During these times, Sims and his models created all the poses that modern swimsuit and lingerie models are still using today. Instead of flexing their muscles, Sims told the models to arch their backs, open their mouths, and spread their legs. The sex appeal in fitness and swimsuit modeling was born, as was the modern female fitness model.
Today, Sims is one of the world's most published photographers, shooting approximately 25 cover shots and 4,000 published photographs a year. Some of the publications featuring his work include American Curves, Muscle Mag, Oxygen, Maxim, Loaded, Iron Man, Flex, FHM, Stuff, News Week, Hello, Today's Black Man, Today's Black Woman and Today's Black Man Swim Suit Issue. Sims has also shot for some of the biggest companies and organizations in the world, including Chanel, Nike, and the San Francisco 49ers, as well as all of the largest P.R. companies in Los Angeles.

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