Unknown to his clients, publicity man Al Bolger handles the accounts for both Madame Gloria and J. Hamilton Gibbs, who run rival body building institutes. When Gibbs sets out to select the annual Gibbs Physical Culture Girl, his physical training director and none-too-good professional boxer, Jimmy Conley, tips off his fiancée, Pat Hilton. Gibbs learns that she is the secretary of Madame Gloria, and awards her first prize as an example of the benefits of his club. Jimmy has promised Pat to give up the ring after his next fight, which unknown to him is fixed in his favor, and when his opponent claims he was hexed, sports writers dub him Kid Hex. Madame Gloria, to demonstrate her 'mind over matter' theory of body building by breaking up the romance of Jimmy and Pat is aided by Gibbs' niece Helen Gibbs who decides to move in on Jimmy for herself, and Bolger arranges to have Pat walk in on an innocent meeting of Jimmy and Helen.