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Strength Peddlers: Eddie O’Callaghan and the selling of Irish strength

ABSTRACT Building on Geraldine Biddle-Perry's 2014 discussion of Gamage's department store, and seeking to address the still existent historical dearth on sporting retail, the following article highlights the case of Eddie O’Callaghan, an Irish bicycle and physical culture retailer operating in fin de siècle Ireland. Focused exclusively on O’Callaghan's trade in ‘Sandow Developers’, an elastic workout device sold by famed physical culturist Eugen Sandow, the article examines three distinct marketing approaches taken by O’Callaghan's company from 1898 to roughly 1906. To do so, the article begins with a brief discussion of cycling and physical culture in Ireland, so as to provide a background to O’Callaghan's situation. Following this, the article explores three distinct marketing approaches taken by O’Callaghan and his associates at the dawn of the twentieth-century. The article concludes by exploring the possible reasons for O’Callaghan's retreat from physical culture commerce by 1906. In doing so, it is argued that O’Callaghan and his affiliates called upon ideas of gender, strength and health in their bid to attract Irish consumers. The article thus sheds light on the then nascent physical culture market alongside larger questions of gender and sporting retail in the Irish sphere.