Jacqui Wakefield

We're in the US, in Las Vegas, outside a gig venue where there are hundreds of Latino men in their 20s and 30s, and there's an energy in the air.

They're here to see the biggest masculinity influencer in Latin America.

He calls himself L to Match, the teacher, and he's on his world tour.

tall, with a shaved head and beard, dressed in a three-piece suit.

Modo Guerra.

It's El Tamacho's catchphrase.

It means be productive, be focused, be the best version of yourself that you can.

It's a testosterone-fuelled message about self-improvement and about women.

And the crowd here tonight loves it.

Did any of you go to a hookah yesterday?

Altamatt shouts.

OK, he says.

The ones who did, let's do some press-ups.

Give me 10.

And he starts to count.

And the fans do press-ups right there by the stage.

Welcome to the Mexican Manosphere, a digital world of social media influencers and content creators telling their followers how to be a man.

In the English-speaking world, the best-known figure is influencer and self-proclaimed misogynist Andrew Tate, whose influence has worried many, including British lawmakers.

He's also facing charges including rape and human trafficking.

But at the same time, Tate has made millions from his fans, and out of his mega-brand success, Andrew Tate copycats have emerged, often with the same look and the same talking points.