Rugby players have become a bit of a benchmark in terms of being seen and perceived as being "big". As such a model to follow and adopt if you are so inclined, which I have to say judging by the mail I get on daily basis, a lot of young men and women want to be - Men mainly just big and muscular, Women toned, defined and shaped.
In our society, it seems like it is a constant obsession to try to get fit yet all the time reverting back to the food and entertainment forms that are so prevalent. Every single family get together, every holiday, every celebration is centered on food and drink. Most of the time gluttonous food and drink!