Regular Models = Lean/muscular/skinny/tall/blond, it all depends on target audience
Fitness Models = Muscles with "stuff" to be get shredded
Bodybuilders = Muscles with "stuff" to get huge
Nothing wrong with it just the reality of it. Most known fitness models/bodybuilders (on covers/popular/what not) are on stuff because they have to be for their look. He needs muscle regardless of what he does, then to lose fat. If he is really insistent on not wanting to get muscle have him lose weight first and he will see it clearly is not working and he will gladly want to build muscle then.