It's a trend many bible belt states fall in line with, but one Fayetteville man is hoping to make sure we don't put another notch on that belt.
Onyi Odunukwe, a body building competitor and current Mr. Northwest Arkansas, is working to become Mr. Arkansas.
"The process sucks but the reward is great," Odunukwe said.
Winning competitions takes dedication, focus and sacrifice but even he admits it can be extreme.
"Losing sixty pounds in you know four and a half months is not healthy," he said.
Health and fitness is on the rise in Northwest Arkansas, but he says the exact opposite is true in many other parts of the state.
"So somebody living in Benton or Washington County lives ten years longer than somebody born in like Phillips County which is East Arkansas."
Which is part of why he started Mr. O's Nutrition in Fayetteville, to help pass along what he's learned during his years of training.
If you're going for the extreme fitness, he can help, but his ultimate goal is for people to live healthier lifestyles.
"Cutting out sodas or going from a regular soda to a diet you know trying to cut out any added sugar increasing their water intake just just there is several things you can do just gradually to you know just kind of make yourself a little bit healthier," Odunukwe said.
For now his goal is to bring home the Mr. Arkansas title Saturday and use the stage to inspire others.
"Whatever it takes, which you know sometimes is pretty extreme, but you know whatever it takes I try to achieve whatever goal I set."