There are a ton of competitor and men who want to compete but just dont want to get big and muscular. That doesnt mean they don't want to be in shape with a six pack. There is a difference.
Judging by what I saw at the Muscle&Fitness Physique Contest at the Olympia, and the Bodyspace Contest in January, and also various other events, there is an interest for it, and a lot of guys want to compete.
If you think this is guys in swimsuits, you are wrong. Check out the pics from the Bodyspace, and from the M&F Physique from the Olympia. In shape guys. Now, forget about the short swimsuits.
These guys need to wear board shorts, which are like long shorts that look cool. It isnt going to be gay, and a can guarantee you that a lot of these guys have girlfriends that would love to see them compete.