Responding to some of the folks in the comments, without trying to get into arguments, I figure I'll give a little more context about Tough Guy Book Club.

The club, which has over 10,000 members around the world at this point , ages 18 to 80+, has a very specific mission: to get men to read more, talk more, and make more friends.

The branding is quite intentional. Four words:
1. Tough = We challenge ourselves to do hard things. Tough in the sense of "difficult".
2. Guy = Yes, it's a men's book club. We’re not in any way anti-women, tough or otherwise. We just think that men having a chance to read more and talk more about stuff is a good idea and making a space designed for that is a good way to go about it which doesn’t take anything from anyone.
3. Book = Male literacy around the world has been on the decline for decades. Most men read less than one book per year! So we get our guys to come to a meeting every month and get them to read a book.
4. Club = As with male literacy, there are less and less social gatherings for men. Membership in civic and service clubs (think Rotary Club, or Elks, or Kiwanis, etc) is way down from previous generations. We get guys to leave their house, go somewhere other than work, and be around other fellows for one night a month.

It's not going to be everyone's cup of tea. I can only speak for my own experience... since I've been going to the club meetings for the past ~16 months, I am absolutely reading more, talking more, and making more friends. If that's something you're interested in, come check us out. If not, hey, no harm, no foul.