Men are losing their masculinity. Guys are urged to get in touch with their "feminine" side at the expense of the traditional attributes that make men "male." Not only has "manliness" become a dirty word in a society of beta males and couch potatoes, but there's actually less and less of it in the blood of too many American men, with studies showing declines in average testoterone levels over the past 20 years. Today's men need a major adjustment of alpha attitude, and "Alpha Male Challenge" is the 10-week plan for reclaiming the masculine, competitive edge guys need to be on top of their game in every aspect of their lives.