After Landon Pringle's asthma medication caused him to gain weight, he started working out every day.
"I couldn't get rid of it no matter what I did," he recalls.
So Landon went to see a board-certified plastic surgeon who discovered he had gynecomastia. He had surgery to remove the stubborn fat that wouldn't disappear with diet and exercise alone.
His confidence motivated him.
"We did that first procedure and then he was really motivated," says Dr. Lorelei Grunwald. "He felt great. He felt more confident and better in his own body to go out to the gym and be able to lift weights and exercise."
Landon is not alone. More men are seeking advice from plastic surgeons and exploring their options for cosmetic procedures.
New statistics from the American Society of Plastic Surgeons reveal that over 1.3 million cosmetic procedures were performed on men last year. Body contouring procedures such as liposuction and tummy tucks have increased in popularity over the past 5 years, while male breast reductions increased by about 30%.
"Why is this so popular? I think you're seeing the taboo is gone, it's de-stigmatized," explains Dr. Jeffrey Janis, the president of the American Society of Plastic Surgeons.
Younger men are more likely choosing body enhancement, while older men are turning to minimally-invasive procedures for a more youthful look. Those procedures are up 99% among men since 2000.
For some, it's to remain competitive in the workplace. While others just want to feel better about who they see in the mirror.
For Landon, it was about kick-starting his journey to feel better every day. "I would have never been able to get to this point without surgery. There's no chance I would be able to be 204 pounds," he says.