Scroll through social media for five minutes, and the message to men is loud, clear, and incredibly demanding: Your jawline isn't sharp enough, your hair is thinning, your testosterone is tanking, and your morning routine should probably start in the middle of the night.
Welcome to the booming, hyper-obsessive world of modern male self-improvement.
To make sense of this rapidly growing industry, ITV has tapped the beloved podcasting duo Sam Thompson and Pete Wicks to front a brand-new, three-part documentary series titled Sam & Pete: Dying to Look Good. Set to air in 2027 on ITV2 and ITVX, the series promises to be an eye-opening, humorous, and deeply analytical dive into the extremes men go to in pursuit of physical perfection.
What Exactly Are Sam and Pete Investigating?
The documentary will see the Staying Relevant co-hosts step out of the podcast studio and into the clinic. They won't just be interviewing experts; they’ll be acting as guinea pigs to experience the grueling reality of these trends firsthand.
The series will unpack several buzzy—and controversial—terms that have migrated from obscure internet forums into mainstream youth culture:
- Looksmaxxing: The systematic process of maximizing one’s physical attractiveness through grooming, diet, fitness, and sometimes extreme cosmetic procedures.
- T-Maxxing: The pursuit of boosting testosterone levels through supplements, lifestyle hacks, or hormone replacement therapies.
- Cryotherapy & Advanced Cosmetics: From freezing-cold chambers designed to reduce aging to invasive cosmetic tweaks.
Why This Matters: The New Age of Male Insecurity
Historically, society has viewed extreme beauty standards as a pressure cook placed almost exclusively on women. But the rise of TikTok and Instagram algorithms has democratized body dysmorphia. Today’s young men are subjected to a relentless onslaught of idealized male physiques and algorithmic anxiety.
Elaine Hackett, CEO of Crackit TV (the production company behind the doc), put it bluntly:
"This series isn’t about judging the people buying into these trends; it’s about understanding why so many men are, and what that says about modern masculinity."
Rather than taking a purely cynical approach, Dying to Look Good aims to explore the psychology behind the boom. Why are young men suddenly so willing to undergo grueling treatments and spend thousands on aesthetics?
The Perfect Duo for the Job
While a documentary on body image could easily turn dry or overly academic, casting Pete Wicks and Sam Thompson is a stroke of genius by ITV.
The pair have built a massive brand on their authentic, self-deprecating friendship. As Katie Rawcliffe, ITV's Director of Entertainment, noted:
"With their authentic brand of humour and curiosity, Sam and Pete are the perfect choices to front this fascinating close up on the culture that is keeping men determined to stay young and flawless."
Both Pete and Sam are in the thick of navigating their own aging, health, and wellness journeys in the public eye. Their genuine chemistry and willingness to laugh at themselves will make a heavy and potentially sensitive topic highly digestible for a broad audience.
What to Expect Next
Produced by Crackit TV, Sam & Pete: Dying to Look Good is currently slated for a 2027 release on ITVX and ITV2.
As the beauty and wellness industries continue to morph into more extreme territory, this series arrives at a critical cultural flashpoint. It promises to deliver exactly what modern audiences want: laugh-out-loud entertainment backed by a crucial, timely conversation about what it means to grow up male in the digital age.
