Administrative/Biographical HistoryThe Athletic Model Guild (AMG) was founded by Bob Mizer and two business associates in Los Angeles in 1945 as a referral service for models and photographers. The direct sale of photosets by mail order was a more viable economic model for business. Mizer began photographing models he recruited from local gymnasiums and beaches. AMG went on to publish Physique Pictorial magazine from 1951 to 1990. The studio survived obscenity charges and continued to produce materials until Mizer's death in 1992. The studio was sold to photographer Dennis Bell in 2003, who founded the Bob Mizer Foundation in 2010.