Craig Blake, a young man from a wealthy Southern family, faces profound loneliness after losing his parents in a tragic plane crash. Residing alone in his expansive family estate in Birmingham, Alabama, accompanied only by a butler, Craig finds solace in simple pastimes like fishing and hunting. He works at a dubious investment company led by the slick con artist Jabo, where his role is mostly a façade, requiring minimal effort and engagement.
When tasked with acquiring a small gym to make way for a new office high-rise, Craig steps into a world that intrigues him far beyond his ordinary, elite country club routine, where he plays tennis and rolls dice with friends like Lester and Halsey. At the gym, he meets its owner Thor Erikson and staff members Franklin and Newton, each person illuminating a side of life he has never truly experienced.
As he immerses himself in this gritty environment, Craig becomes enchanted with the receptionist, Mary Tate Farnsworth, and forms a bond with bodybuilder Joe Santo, who dreams of capturing the Mr. Universe title. However, as Craig becomes more entwined with his new friends, he finds himself dodging inquiries about his gym dealings from Hal Foss, a colleague, as he grapples with the ethical turmoil of selling out his newfound friends.
Just as Craig and Mary Tate spark a passionate romance, friction begins when he brings her into his elite social sphere. At a party featuring Santo performing with a country band, Craig watches in horror as his snobbish friends deride Santo, branding him a "freak". A brewing altercation almost erupts between Halsey and Craig, a moment that reveals the tensions between Craig's old life and his evolving identity. Halsey and his accomplice, Packman, plot an embarrassment for Santo, and their drunken heckling drives him away, leaving a crestfallen Craig to plead with Mary Tate to see his true self beyond societal trappings.
As the situation intensifies, Jabo employs underhanded tactics to manipulate Thor and Newton with drugs and distractions. With the Mr. Universe competition looming, Santo is determined to surpass his rival Dougie Stewart. In the midst of chaos at the gym, Craig confronts Thor, who has succumbed to his vices and assaulted Mary Tate in a violent fit.
When prize money for the competition mysteriously disappears, a flurry of bodybuilders—including Santo—embarks on a mad dash through Birmingham, showcasing their impressive physiques as a crowd gathers to witness the spectacle. Ultimately, Craig finds his voice, defiantly challenging his former employers and stepping into the gym business alongside Santo. With a humorous poke at Jabo’s expense, he adopts a mock bodybuilding pose and leaves behind the confines of his family mansion, turning a new chapter in his life as he embraces authenticity and camaraderie over old pretenses.
