Despite health risks associated with male-pattern obesity, few men utilize weight management programs. Strikingly missing from the literature are studies that ask, "Why?" Seventy-two overweight males were surveyed regarding what might motivate them to seek treatment, and which treatment characteristics might appeal to them. Respondents indicated that health problems and the desire to improve appearance are primary motivators. In contrast to the programs most widely available, respondents preferred individualized, athletics-based programs that allow autonomy in food selection. It was concluded that both a modified program and marketing approach are needed if the clinical community is to help overweight men.