1 00:00:02,000 --> 00:00:07,000 Downloaded from YTS.MX 2 00:00:04,964 --> 00:00:07,174 - [Announcer] His whole life was a million-to-one shot. 3 00:00:07,174 --> 00:00:09,038 ♪ Trying hard now ♪ 4 00:00:08,000 --> 00:00:13,000 Official YIFY movies site: YTS.MX 5 00:00:09,038 --> 00:00:13,275 ♪ Sunshine on my shoulder ♪ 6 00:00:13,275 --> 00:00:15,828 ("I Wish" by Stevie Wonder) 7 00:00:15,828 --> 00:00:17,188 - [Alex] This is the one thing 8 00:00:17,188 --> 00:00:20,350 that made me decide to be a bodybuilder: 9 00:00:20,350 --> 00:00:21,473 Arnold Schwarzenegger on the cover 10 00:00:21,473 --> 00:00:25,566 of Joe Weider's Muscle Builder magazine. 11 00:00:25,566 --> 00:00:27,870 You see, I fell in love with bodybuilding, 12 00:00:27,870 --> 00:00:30,765 California, Arnold and Joe Weider supplements 13 00:00:30,765 --> 00:00:32,515 all at the same time. 14 00:00:34,788 --> 00:00:35,788 It was 1976. 15 00:00:37,870 --> 00:00:40,910 Stevie Wonder and the Bee Gees were playing on the radio 16 00:00:40,910 --> 00:00:43,315 and I just couldn't wait to grow up. 17 00:00:43,315 --> 00:00:45,614 ♪ I wish those days could ♪ 18 00:00:45,614 --> 00:00:47,327 ♪ Come back once more ♪ 19 00:00:47,327 --> 00:00:48,950 ♪ Why did those days ♪ 20 00:00:48,950 --> 00:00:51,771 ♪ Ever have to go ♪ 21 00:00:51,771 --> 00:00:54,428 ♪ I wish those days could ♪ 22 00:00:54,428 --> 00:00:56,310 ♪ Come back once more ♪ 23 00:00:56,310 --> 00:00:58,113 ♪ Why did those days ♪ 24 00:00:58,113 --> 00:01:00,626 ♪ Ever have to go ♪ 25 00:01:00,626 --> 00:01:02,766 ♪ 'Cause I love them so ♪ 26 00:01:02,766 --> 00:01:03,838 - [Alex] I was 12 years old 27 00:01:03,838 --> 00:01:05,726 and my family had just moved back to Italy 28 00:01:05,726 --> 00:01:08,226 after nine years in Australia. 29 00:01:09,104 --> 00:01:10,902 They sold Bruno's Tarrawanna Restaurant 30 00:01:10,902 --> 00:01:13,441 and headed back to Rome. 31 00:01:13,441 --> 00:01:15,404 Apart from getting into fights every day 32 00:01:15,404 --> 00:01:17,279 with Australian kids calling me Wog. 33 00:01:17,279 --> 00:01:20,089 - [All] Wog, Wog, Wog, Wog, Wog! 34 00:01:20,089 --> 00:01:23,260 - [Alex] I had a great childhood. 35 00:01:23,260 --> 00:01:25,630 I didn't start working out because of the bullying, 36 00:01:25,630 --> 00:01:28,940 I kinda just stumbled upon it. 37 00:01:28,940 --> 00:01:31,198 I loved that I had complete control 38 00:01:31,198 --> 00:01:34,178 over building the body I wanted. 39 00:01:34,178 --> 00:01:36,021 Supplements were just part of that world 40 00:01:36,021 --> 00:01:39,258 that were displayed in the pages of those American magazines 41 00:01:39,258 --> 00:01:41,223 and I wanted all of it; 42 00:01:41,223 --> 00:01:46,223 all of it, altogether in one bundled Joe Weider package. 43 00:01:46,262 --> 00:01:49,878 Just sign me up and take my money. 44 00:01:49,878 --> 00:01:53,636 But I was skinny and weak and painfully introverted. 45 00:01:53,636 --> 00:01:57,145 I tried to eat more as much as humanly possible, 46 00:01:57,145 --> 00:01:58,997 but that didn't work. 47 00:01:58,997 --> 00:02:01,865 I wasn't able to eat enough food to put on any fat, 48 00:02:01,865 --> 00:02:04,084 let alone muscle. 49 00:02:04,084 --> 00:02:08,222 But then I saw this ad in Joe Weider's magazine, 50 00:02:08,222 --> 00:02:11,284 I thought this was the answer, this was the key. 51 00:02:11,284 --> 00:02:12,985 This would help me get there faster 52 00:02:12,985 --> 00:02:15,526 and solve all my problems. 53 00:02:15,526 --> 00:02:17,776 And in a way, it kinda did. 54 00:02:19,081 --> 00:02:21,081 I became a boy obsessed. 55 00:02:22,105 --> 00:02:24,462 I worked out before going to school, 56 00:02:24,462 --> 00:02:26,062 as soon as I got home from school 57 00:02:26,062 --> 00:02:28,782 and before I went to bed every night. 58 00:02:28,782 --> 00:02:30,361 I would wake up in the middle of the night 59 00:02:30,361 --> 00:02:35,361 to drink olive oil just to get those extra calories in me. 60 00:02:35,900 --> 00:02:37,906 But I felt that my secret weapon 61 00:02:37,906 --> 00:02:40,574 was the Crash Weight Gain drink. 62 00:02:41,858 --> 00:02:46,341 What was it about that shake that I loved so much? 63 00:02:46,341 --> 00:02:48,603 Was it because I felt that I had an edge 64 00:02:48,603 --> 00:02:51,441 that only a few kids in Italy knew about 65 00:02:51,441 --> 00:02:55,341 or did I feel that it was giving me a shortcut? 66 00:02:55,341 --> 00:02:58,116 How could powered milk, sugar and flavoring 67 00:02:58,116 --> 00:03:00,877 give me such a noticeable drive? 68 00:03:00,877 --> 00:03:02,760 Was it all psychological? 69 00:03:02,760 --> 00:03:06,026 Did the Master Blaster hypnotize me into telling myself 70 00:03:06,026 --> 00:03:10,381 that I would turn into a Mr. Olympia if I took his product? 71 00:03:10,381 --> 00:03:12,578 Maybe it was all of the above. 72 00:03:12,578 --> 00:03:14,063 - So pay careful attention 73 00:03:14,063 --> 00:03:15,917 to what the bodybuilders tell you. 74 00:03:15,917 --> 00:03:19,058 Listen carefully to what the champions tell you. 75 00:03:19,058 --> 00:03:23,637 Because without that knowledge, you'll never look your best. 76 00:03:23,637 --> 00:03:24,941 - [Alex] In the 1970s, 77 00:03:24,941 --> 00:03:27,341 sports supplements were barely emerging. 78 00:03:27,341 --> 00:03:32,174 And today, it's a $40 billion a year industry and growing. 79 00:03:34,817 --> 00:03:36,290 But how did we get from this 80 00:03:36,290 --> 00:03:39,402 (intriguing orchestral music) 81 00:03:39,402 --> 00:03:40,522 to this? 82 00:03:40,522 --> 00:03:44,105 (intense orchestral music) 83 00:04:04,261 --> 00:04:06,099 Let's go back a little. 84 00:04:06,099 --> 00:04:09,932 (intriguing orchestral music) 85 00:04:36,501 --> 00:04:39,205 (soft intriguing music) 86 00:04:39,205 --> 00:04:42,265 For a very long time, humankind has been looking 87 00:04:42,265 --> 00:04:44,222 for that magic potion that promises 88 00:04:44,222 --> 00:04:46,555 power, health and longevity. 89 00:04:48,782 --> 00:04:50,323 Hippocrates was the first to notice 90 00:04:50,323 --> 00:04:53,125 that the whey that separated from goat's milk 91 00:04:53,125 --> 00:04:56,625 gave athletes extra vitality and strength. 92 00:04:57,858 --> 00:05:00,760 Even Roman gladiators that relied heavily on meat, 93 00:05:00,760 --> 00:05:05,197 fish and fruit, supplemented their diet with exotic tonics 94 00:05:05,197 --> 00:05:08,079 like raw bull testicles as they were thought of 95 00:05:08,079 --> 00:05:11,837 as the ultimate performance enhancers. 96 00:05:11,837 --> 00:05:16,837 This was 2,400 years before the discovery of testosterone 97 00:05:17,053 --> 00:05:20,834 and it wasn't until the 1800s that we see any real advances 98 00:05:20,834 --> 00:05:25,353 in using natural compounds as ergogenic aids. 99 00:05:25,353 --> 00:05:26,957 There were no commercial supplements 100 00:05:26,957 --> 00:05:30,013 as we know them at this time. 101 00:05:30,013 --> 00:05:33,896 The concept of fitness through exercise wasn't widespread 102 00:05:33,896 --> 00:05:36,274 and the sport of bodybuilding didn't even exist 103 00:05:36,274 --> 00:05:41,037 until a German strongman living in London came along. 104 00:05:41,037 --> 00:05:44,013 His name was Friedrich-Wilhelm Muller 105 00:05:44,013 --> 00:05:46,997 who took the name Eugene Sandow, 106 00:05:46,997 --> 00:05:51,157 commonly referred to as the father of modern bodybuilding. 107 00:05:51,157 --> 00:05:53,541 He promoted the very first physique contest 108 00:05:53,541 --> 00:05:57,263 in 1901 in London and was already famous for marketing 109 00:05:57,263 --> 00:05:59,582 his resistance training courses, 110 00:05:59,582 --> 00:06:04,114 periodical magazines and weightlifting apparatus. 111 00:06:04,114 --> 00:06:06,797 After endorsing the protein food, Plasmon, 112 00:06:06,797 --> 00:06:10,637 he created his very own new supplement: 113 00:06:10,637 --> 00:06:13,153 Sandow's Cocoa Powder. 114 00:06:13,153 --> 00:06:15,138 It promised energy and strength 115 00:06:15,138 --> 00:06:19,888 and Sandow was a perfect physical specimen to endorse it. 116 00:06:21,037 --> 00:06:23,656 This seems to be the first modern marketing 117 00:06:23,656 --> 00:06:27,656 of a natural product focusing on a receptive target audience 118 00:06:27,656 --> 00:06:31,239 that wanted to gain a physique like he had. 119 00:06:32,156 --> 00:06:35,323 Sandow put cocoa in a box and sold it. 120 00:06:36,418 --> 00:06:38,433 Around the same time in England, 121 00:06:38,433 --> 00:06:41,496 a popular beef concentrate called Bovril 122 00:06:41,496 --> 00:06:45,579 was toted as having amazing bodybuilding effects. 123 00:06:46,477 --> 00:06:48,636 Since day one, bodybuilding 124 00:06:48,636 --> 00:06:51,661 and supplements were intertwined. 125 00:06:51,661 --> 00:06:54,024 They were born together as twins 126 00:06:54,024 --> 00:06:58,802 and have never been separated, not even for a moment. 127 00:06:58,802 --> 00:07:01,306 ♪ Everybody's workin' out on the sand ♪ 128 00:07:01,306 --> 00:07:04,012 ♪ From the latest dance craze to a wild man's dance ♪ 129 00:07:04,012 --> 00:07:05,506 - [Alex] But we would have to wait decades 130 00:07:05,506 --> 00:07:09,738 to see the emergence of the modern protein supplement; 131 00:07:09,738 --> 00:07:13,081 thanks to young pioneer named Rheo Blair. 132 00:07:13,081 --> 00:07:14,653 ♪ Flex your muscles for a kick ♪ 133 00:07:14,653 --> 00:07:16,466 ♪ Now now now ♪ 134 00:07:16,466 --> 00:07:18,195 ♪ Gotta hustle the kick ♪ 135 00:07:18,195 --> 00:07:20,023 ♪ Yeah yeah yeah ♪ 136 00:07:20,023 --> 00:07:21,392 ♪ Take your vitamin pills now ♪ 137 00:07:21,392 --> 00:07:23,082 - The oldest supplement brand 138 00:07:23,082 --> 00:07:24,701 to make an impact with athletes, 139 00:07:24,701 --> 00:07:26,383 especially with elite athletes 140 00:07:26,383 --> 00:07:31,300 and that actually garners the legend status was Rheo Blair. 141 00:07:33,733 --> 00:07:36,125 ♪ Always get the attention ♪ 142 00:07:36,125 --> 00:07:39,010 ♪ Until the muscleman's got the dynamic tension ♪ 143 00:07:39,010 --> 00:07:40,541 - [Announcer] The boys are here, 144 00:07:40,541 --> 00:07:43,440 the girls are here and the musclemen are here. 145 00:07:43,440 --> 00:07:47,155 Bikini chicks are the bait and romance the reward. 146 00:07:47,155 --> 00:07:50,437 (energetic piano music) 147 00:07:50,437 --> 00:07:51,898 - He would actually give it out for free 148 00:07:51,898 --> 00:07:55,245 to a lotta bodybuilders including Arnold Schwarzenegger. 149 00:07:55,245 --> 00:07:56,869 You know, all the guys back then 150 00:07:56,869 --> 00:07:58,918 were using Blair's Protein. 151 00:07:58,918 --> 00:08:00,294 - Arnold one day says, "Come on, 152 00:08:00,294 --> 00:08:02,038 I'm gonna introduce you to Rheo Blair. 153 00:08:02,038 --> 00:08:03,958 You'll like this guy and he can use you 154 00:08:03,958 --> 00:08:06,710 in his magazine or for his ads and you'll get free stuff." 155 00:08:06,710 --> 00:08:08,671 Rheo says, "Oh my god, Ric." 156 00:08:08,671 --> 00:08:10,834 "If you wanna advertise my products, endorse 'em, 157 00:08:10,834 --> 00:08:12,935 I'll give you free supplements." 158 00:08:12,935 --> 00:08:14,058 Just like Arnold said. 159 00:08:14,058 --> 00:08:16,132 Blair's Protein was probably the best protein 160 00:08:16,132 --> 00:08:17,394 on the market at the time. 161 00:08:17,394 --> 00:08:19,146 Larry Scott, Don Howorth and all the guys 162 00:08:19,146 --> 00:08:20,934 down at Vincent's Gym were takin' it. 163 00:08:20,934 --> 00:08:23,439 - Rheo was very much you know a pioneer 164 00:08:23,439 --> 00:08:26,813 and he was also in the right place at the right time 165 00:08:26,813 --> 00:08:28,935 as far as protein was concerned. 166 00:08:28,935 --> 00:08:31,234 It was the only protein that was instantized 167 00:08:31,234 --> 00:08:35,318 and it was because Ovaltine protein supplement 168 00:08:35,318 --> 00:08:39,195 for the medical business prescription called Optipro 169 00:08:39,195 --> 00:08:43,695 and Rheo realized it was way ahead of everything else. 170 00:08:44,678 --> 00:08:47,408 He got an exclusive on it for a private label. 171 00:08:47,408 --> 00:08:51,960 And at that point, I believe Ovaltine was the only one 172 00:08:51,960 --> 00:08:56,934 in the United States that had instantizing powders. 173 00:08:56,934 --> 00:09:00,518 That was one of the big thing and no soy. 174 00:09:00,518 --> 00:09:03,435 - His theory was with his protein, you mix with cream. 175 00:09:03,435 --> 00:09:05,414 You make a pudding out of it and you have the fats 176 00:09:05,414 --> 00:09:07,855 to burn energy and the protein to build muscle; 177 00:09:07,855 --> 00:09:09,581 therefore you eliminate your carbohydrates. 178 00:09:09,581 --> 00:09:10,675 That was his whole theory. 179 00:09:10,675 --> 00:09:14,679 And by looking at the guys' bodies back then, it worked. 180 00:09:14,679 --> 00:09:17,434 - From the point of view of modern proteins, 181 00:09:17,434 --> 00:09:18,956 it wasn't very good. 182 00:09:18,956 --> 00:09:23,576 It was 62% protein and 25% carbohydrate. 183 00:09:23,576 --> 00:09:27,075 Unfortunately, that carbohydrate was lactose milk sugar. 184 00:09:27,075 --> 00:09:31,019 So if you took a fairly decent quantity of Blair's Protein 185 00:09:31,019 --> 00:09:32,984 and you were lactose intolerant, 186 00:09:32,984 --> 00:09:37,294 you have a lot of gastrointestinal, particularly flatulence. 187 00:09:37,294 --> 00:09:38,720 There was a famous bodybuilder, 188 00:09:38,720 --> 00:09:40,619 the first Mr. Olympia, Larry Scott. 189 00:09:40,619 --> 00:09:43,073 In his book, he wrote a book later on. 190 00:09:43,073 --> 00:09:44,788 He talked about how he took several cups a day 191 00:09:44,788 --> 00:09:46,136 of Blair's Protein. 192 00:09:46,136 --> 00:09:49,415 He had a roommate and his roommate almost moved out on him 193 00:09:49,415 --> 00:09:51,692 because of his constant flatulence 194 00:09:51,692 --> 00:09:53,918 from drinking Blair's Protein. 195 00:09:53,918 --> 00:09:55,373 ♪ Why do you build me up ♪ 196 00:09:55,373 --> 00:09:56,500 ♪ Build me up ♪ 197 00:09:56,500 --> 00:09:57,597 - [Alex] In the 1960s, 198 00:09:57,597 --> 00:10:00,134 three former athletes turned entrepreneurs 199 00:10:00,134 --> 00:10:03,314 were successfully selling barbells and dumbbells. 200 00:10:03,314 --> 00:10:07,144 Bob Hoffman in Pennsylvania, Dan Lurie in New York 201 00:10:07,144 --> 00:10:09,561 and Joe Weider in California. 202 00:10:10,686 --> 00:10:12,776 All three came to the realization 203 00:10:12,776 --> 00:10:15,872 that once you sold a barbell set to a young man, 204 00:10:15,872 --> 00:10:18,552 it would last them their whole lifetime. 205 00:10:18,552 --> 00:10:20,693 But if you sold them supplements, 206 00:10:20,693 --> 00:10:23,294 well they would have to buy them every month 207 00:10:23,294 --> 00:10:26,414 for as long as they kept working out. 208 00:10:26,414 --> 00:10:28,059 So the muscular trio made sure 209 00:10:28,059 --> 00:10:31,672 everyone was working out as much as possible 210 00:10:31,672 --> 00:10:34,414 and they created supplement lines, 211 00:10:34,414 --> 00:10:37,336 sold of course through the pages of their magazines. 212 00:10:37,336 --> 00:10:40,503 (soft cheerful music) 213 00:10:46,214 --> 00:10:48,632 Rheo Blair was selling his high-quality protein 214 00:10:48,632 --> 00:10:50,552 through Hoffman's magazine. 215 00:10:50,552 --> 00:10:53,302 But after finding out how much money Blair was making, 216 00:10:53,302 --> 00:10:55,520 Hoffman blocked all of his ads 217 00:10:55,520 --> 00:10:58,710 and came out with his own line. 218 00:10:58,710 --> 00:11:01,395 It wasn't quite the same though. 219 00:11:01,395 --> 00:11:05,475 - He came out with a protein called Protein from the Sea 220 00:11:05,475 --> 00:11:07,591 and this was rough stuff, lemme tell ya. 221 00:11:07,591 --> 00:11:10,299 To this day, nobody really knows what was in that stuff. 222 00:11:10,299 --> 00:11:14,480 I kinda believe it was kind of desiccated fish scales 223 00:11:14,480 --> 00:11:18,571 and beach sand because that's what the consistency was. 224 00:11:18,571 --> 00:11:20,012 It was terrible. 225 00:11:20,012 --> 00:11:23,247 I remember I used to play a joke on people. 226 00:11:23,247 --> 00:11:24,740 I'd have friends come over 227 00:11:24,740 --> 00:11:27,199 and I take the can of Protein from the Sea. 228 00:11:27,199 --> 00:11:29,748 I said, "Hey, wanna have some really good protein?" 229 00:11:29,748 --> 00:11:31,197 And they say, "Sure." 230 00:11:31,197 --> 00:11:33,655 I say, "Lemme mix this protein drink for you." 231 00:11:33,655 --> 00:11:35,476 And I put in the Protein from the Sea 232 00:11:35,476 --> 00:11:37,484 and I'd actually put in some flavoring. 233 00:11:37,484 --> 00:11:39,655 It never failed every time somebody drank that. 234 00:11:39,655 --> 00:11:43,293 Within minutes, they ran to the bathroom and vomited. 235 00:11:43,293 --> 00:11:44,778 - But I know the Protein from the Sea 236 00:11:44,778 --> 00:11:47,680 was dehydrated fish powder and you mix it with water 237 00:11:47,680 --> 00:11:49,408 and it was just the most disgusting thing 238 00:11:49,408 --> 00:11:51,168 you'd ever wanna have in your life. 239 00:11:51,168 --> 00:11:54,766 It went in and it came out within five minutes. 240 00:11:54,766 --> 00:11:56,584 - [Alex] Dan Lurie was selling his products 241 00:11:56,584 --> 00:12:00,295 using Sergio Oliva and Joe Weider, by the late 1960s, 242 00:12:00,295 --> 00:12:01,530 had a vast array 243 00:12:01,530 --> 00:12:05,415 of supplements heavily advertised by most of the champions 244 00:12:05,415 --> 00:12:08,253 competing in these new contest: 245 00:12:08,253 --> 00:12:09,116 the Mr. Olympia. 246 00:12:09,116 --> 00:12:12,449 (energetic funky music) 247 00:12:23,054 --> 00:12:24,638 - Joe Weider got on top of the game 248 00:12:24,638 --> 00:12:26,888 because he started the IFBB 249 00:12:27,953 --> 00:12:30,893 and started the sanctioned contests around the world. 250 00:12:30,893 --> 00:12:32,519 These contests started to be getting 251 00:12:32,519 --> 00:12:34,538 the cream of the crop supplement consumer. 252 00:12:34,538 --> 00:12:36,140 They started to want to get 253 00:12:36,140 --> 00:12:38,735 the best possible performance they could. 254 00:12:38,735 --> 00:12:41,423 Over time, he started to launch exercise equipment. 255 00:12:41,423 --> 00:12:44,437 And the media platform happened to be the tool 256 00:12:44,437 --> 00:12:46,314 that showcased these athletes, 257 00:12:46,314 --> 00:12:50,277 but also had consumers reading how to be like those people. 258 00:12:50,277 --> 00:12:52,874 And that is where he started to integrate supplements 259 00:12:52,874 --> 00:12:57,874 and exercise equipment into the page of those magazines. 260 00:12:57,877 --> 00:13:00,275 In the early days of some of the Joe Weider ads, 261 00:13:00,275 --> 00:13:04,275 there would be the, "Hey skinny, wanna be huge?" 262 00:13:08,489 --> 00:13:10,317 That still existed back in the early '70s 263 00:13:10,317 --> 00:13:13,213 with some of the old Joe Weider magazines that I have seen. 264 00:13:13,213 --> 00:13:15,415 But I think it progressed a little bit further 265 00:13:15,415 --> 00:13:17,882 because they knew that these people 266 00:13:17,882 --> 00:13:21,993 wanted to have some science that was in their supplements. 267 00:13:21,993 --> 00:13:24,510 They wanted to see that the champs were using this 268 00:13:24,510 --> 00:13:26,872 and Joe Weider used to sign 269 00:13:26,872 --> 00:13:29,437 the top 10 Olympia winners every single time. 270 00:13:29,437 --> 00:13:31,756 Having the top 10 always under contract 271 00:13:31,756 --> 00:13:34,295 and what was interesting, it was a contract at the time 272 00:13:34,295 --> 00:13:37,115 which was an editorial and supplement and clothing 273 00:13:37,115 --> 00:13:39,335 and everything contract. 274 00:13:39,335 --> 00:13:43,470 So at that time, you had a bit of a monopoly 275 00:13:43,470 --> 00:13:45,234 and you had the manufacturing plants, 276 00:13:45,234 --> 00:13:47,095 you had distribution channels. 277 00:13:47,095 --> 00:13:50,034 There was a real dominance that happened at that time. 278 00:13:50,034 --> 00:13:51,856 - [Alex] Joe Weider was 100% 279 00:13:51,856 --> 00:13:54,674 tuned into the pop culture of the era. 280 00:13:54,674 --> 00:13:57,513 And not only did he rise to the top of the heap, 281 00:13:57,513 --> 00:14:00,409 he reinvented the game from scratch. 282 00:14:00,409 --> 00:14:04,013 Joe made bodybuilding and supplements sexy. 283 00:14:04,013 --> 00:14:06,354 Everything was wild, everything was fun 284 00:14:06,354 --> 00:14:08,109 and everything had sex appeal 285 00:14:08,109 --> 00:14:11,634 from the editorials to the ads to the labels. 286 00:14:11,634 --> 00:14:14,813 At the time, Joe was using great champions like Larry Scott, 287 00:14:14,813 --> 00:14:18,455 Dave Draper and Frank Zane to sell his supplements. 288 00:14:18,455 --> 00:14:23,277 But in 1968, he found his main ambassador to the movement: 289 00:14:23,277 --> 00:14:24,877 Arnold Schwarzenegger. 290 00:14:24,877 --> 00:14:27,710 (soft rock music) 291 00:14:32,455 --> 00:14:34,855 - I think the reason why Joe Weider was so successful 292 00:14:34,855 --> 00:14:38,274 was obviously number one, he had Arnold on his side. 293 00:14:38,274 --> 00:14:40,933 Arnold was the poster boy for bodybuilding. 294 00:14:40,933 --> 00:14:43,015 Arnold, he had the look, he had the smile, 295 00:14:43,015 --> 00:14:44,733 he had the physique, he had the personality, 296 00:14:44,733 --> 00:14:46,934 he had the charm and he had the charisma. 297 00:14:46,934 --> 00:14:48,836 I also think that Joe Weider 298 00:14:48,836 --> 00:14:53,836 did have a lot of other pro bodybuilders under his belt. 299 00:14:53,954 --> 00:14:56,121 And to the naive customer, 300 00:14:57,335 --> 00:15:00,311 to the naive potential bodybuilder if you will, 301 00:15:00,311 --> 00:15:02,775 a lotta those pro bodybuilders in their eyes 302 00:15:02,775 --> 00:15:05,098 were very achievable physiques. 303 00:15:05,098 --> 00:15:07,931 (soft rock music) 304 00:15:15,911 --> 00:15:18,727 I believe that it was more marketing than science 305 00:15:18,727 --> 00:15:20,834 that got people to buy the products. 306 00:15:20,834 --> 00:15:24,151 It was just the grandeur thought 307 00:15:24,151 --> 00:15:27,471 that I could look like Arnold Schwarzenegger. 308 00:15:27,471 --> 00:15:29,511 Great, there's science mumbo jumbo. 309 00:15:29,511 --> 00:15:30,813 I don't know what that means. 310 00:15:30,813 --> 00:15:32,170 I really don't care what that means. 311 00:15:32,170 --> 00:15:33,383 It sounds great to me. 312 00:15:33,383 --> 00:15:36,253 But regardless I wanna look like Arnold Schwarzenegger, 313 00:15:36,253 --> 00:15:39,676 so that's why I'm gonna take these products. 314 00:15:39,676 --> 00:15:41,549 - I think what was smart about Joe Weider 315 00:15:41,549 --> 00:15:43,749 and the way he marketed his products 316 00:15:43,749 --> 00:15:46,912 was he got the very best, he got Arnold Schwarzenegger. 317 00:15:46,912 --> 00:15:48,849 And for me, differently than everybody else. 318 00:15:48,849 --> 00:15:50,742 Everybody else says Arnold had the greatest body 319 00:15:50,742 --> 00:15:51,973 in the world ever. 320 00:15:51,973 --> 00:15:55,650 It was who he was as a person and a character 321 00:15:55,650 --> 00:15:58,502 and the dream he was living, I wanted that. 322 00:15:58,502 --> 00:16:01,497 And if buying the Weight Gainer drink 323 00:16:01,497 --> 00:16:03,394 gave me a bit of what Arnold was 324 00:16:03,394 --> 00:16:06,938 and what Weider has created, then I'm purchasing that 325 00:16:06,938 --> 00:16:09,158 and that sorta got me. 326 00:16:09,158 --> 00:16:11,600 I'd say to my body, you know obviously it's calories 327 00:16:11,600 --> 00:16:13,545 who had help me put on some size. 328 00:16:13,545 --> 00:16:16,943 But what it did is something so much better: 329 00:16:16,943 --> 00:16:20,110 It mentally made me believe in a dream 330 00:16:21,062 --> 00:16:24,025 and made me believe in something bigger than myself. 331 00:16:24,025 --> 00:16:26,988 It made me have a piece of Arnold and Frank Zane 332 00:16:26,988 --> 00:16:29,159 that was representing the product 333 00:16:29,159 --> 00:16:31,765 and it made me think I could be like that. 334 00:16:31,765 --> 00:16:33,013 I could remember the ad actually. 335 00:16:33,013 --> 00:16:34,164 It was Arnold standin' there 336 00:16:34,164 --> 00:16:36,177 just next to the Weight Gainer drink; 337 00:16:36,177 --> 00:16:40,497 but it was everything Arnold has done up to that point. 338 00:16:40,497 --> 00:16:42,894 So seein' Arnold next to the product, 339 00:16:42,894 --> 00:16:45,287 it sold me 'cause I was already fan of Arnold 340 00:16:45,287 --> 00:16:46,805 and what he was doin'. 341 00:16:46,805 --> 00:16:49,861 And then Weider puttin' him next to it, that's an easy sale. 342 00:16:49,861 --> 00:16:51,184 I was a teenager. 343 00:16:51,184 --> 00:16:54,122 I was like, "I want that." 344 00:16:54,122 --> 00:16:56,565 - I think what Joe Weider did is he found a niche. 345 00:16:56,565 --> 00:16:59,346 He found that bodybuilding was the way of the future. 346 00:16:59,346 --> 00:17:00,864 People wanted to get built. 347 00:17:00,864 --> 00:17:03,170 And especially men and even women were getting more fit 348 00:17:03,170 --> 00:17:05,465 and they had icons like Arnold Schwarzenegger, 349 00:17:05,465 --> 00:17:06,714 Lou Ferrigno. 350 00:17:06,714 --> 00:17:10,602 So TV was shifting and changing to more muscular men 351 00:17:10,602 --> 00:17:12,583 and so I think Weider capitalized on that. 352 00:17:12,583 --> 00:17:13,874 He had all the bodybuilders, 353 00:17:13,874 --> 00:17:16,674 launched a supplement line that was targeted to bodybuilders 354 00:17:16,674 --> 00:17:18,840 and it became a mass line. 355 00:17:20,208 --> 00:17:23,790 - Joe Weider, really his strengths besides his love 356 00:17:23,790 --> 00:17:26,446 of bodybuilding was his marketing 357 00:17:26,446 --> 00:17:30,184 in how he saw bodybuilding and bodybuilders. 358 00:17:30,184 --> 00:17:32,744 His advertising was so unique 359 00:17:32,744 --> 00:17:35,827 because he was in the dream business. 360 00:17:37,918 --> 00:17:39,663 That's what he was selling. 361 00:17:39,663 --> 00:17:44,605 He was a maker of dreams and a fulfiller of dreams. 362 00:17:44,605 --> 00:17:47,624 But he always talked about the glamor. 363 00:17:47,624 --> 00:17:50,082 He always talked about the magic, you know? 364 00:17:50,082 --> 00:17:52,600 So that's what made him special. 365 00:17:52,600 --> 00:17:54,584 He wasn't selling supplements. 366 00:17:54,584 --> 00:17:56,398 He was selling the girls on the beach 367 00:17:56,398 --> 00:17:57,906 and he was selling the sunshine 368 00:17:57,906 --> 00:18:01,682 and all the fun you're going to have. 369 00:18:01,682 --> 00:18:03,544 That's what made him special. 370 00:18:03,544 --> 00:18:04,718 - Joe Weider's strong point 371 00:18:04,718 --> 00:18:06,782 was almost certainly that he was the first guy 372 00:18:06,782 --> 00:18:09,370 to see the potential of bodybuilding 373 00:18:09,370 --> 00:18:13,219 'cause he later parlayed bodybuilding techniques 374 00:18:13,219 --> 00:18:14,584 into other sports. 375 00:18:14,584 --> 00:18:16,480 'Cause a lot of other sports were saying you know, 376 00:18:16,480 --> 00:18:18,292 you don't wanna get muscle-bound. 377 00:18:18,292 --> 00:18:21,680 It'll slow you down or it'll somehow impede 378 00:18:21,680 --> 00:18:24,080 your ability to perform when now everyone knows 379 00:18:24,080 --> 00:18:25,098 the opposite's true. 380 00:18:25,098 --> 00:18:27,337 Well Joe Weider is probably the biggest advocate of that 381 00:18:27,337 --> 00:18:29,087 and he was also a guy 382 00:18:30,137 --> 00:18:32,858 that was very into bodybuilding himself passionately. 383 00:18:32,858 --> 00:18:35,167 And he flew Arnold over from Austria, 384 00:18:35,167 --> 00:18:39,018 so he had all the credibility in the bodybuilding world. 385 00:18:39,018 --> 00:18:40,560 - The reason I took the Weider supplements 386 00:18:40,560 --> 00:18:42,586 is because when you look at the magazines, 387 00:18:42,586 --> 00:18:44,502 he's got all these ads in there 388 00:18:44,502 --> 00:18:46,502 and so you really believe that Joe Weider 389 00:18:46,502 --> 00:18:48,697 knew what he was doing and you saw 390 00:18:48,697 --> 00:18:50,255 all the guys he was workin' with: 391 00:18:50,255 --> 00:18:53,026 Arnold, Lou Ferrigno, Franco, Zane. 392 00:18:53,026 --> 00:18:55,469 I mean you could go on and on, Bill Pearl. 393 00:18:55,469 --> 00:18:59,284 So you wanted to look like these guys. 394 00:18:59,284 --> 00:19:01,351 - I was just a skinny little kid, you know what I mean? 395 00:19:01,351 --> 00:19:02,781 And I wanna play football, I wanna play hockey, 396 00:19:02,781 --> 00:19:04,518 baseball, basketball, every sport. 397 00:19:04,518 --> 00:19:05,756 But I was just a bag of bones. 398 00:19:05,756 --> 00:19:07,557 So my dad you know, of course you go to the store, 399 00:19:07,557 --> 00:19:09,174 you pick up a Weider magazine 400 00:19:09,174 --> 00:19:11,878 and you get the Joe Weider Weight Gain 2000 401 00:19:11,878 --> 00:19:14,076 and you're gonna pack on muscle on top of muscle. 402 00:19:14,076 --> 00:19:18,438 So I must've drank so much protein powder from age 15 to 18 403 00:19:18,438 --> 00:19:21,356 and my head was gonna explode. (laughs) 404 00:19:21,356 --> 00:19:24,358 There was a lotta education when all those publications 405 00:19:24,358 --> 00:19:25,813 came out which was great, you know? 406 00:19:25,813 --> 00:19:27,617 It wasn't just take this, this will happen. 407 00:19:27,617 --> 00:19:30,214 A lotta times the bodybuilders will record what they ate. 408 00:19:30,214 --> 00:19:32,975 But I would see okay, I'd learn about you have to eat meats. 409 00:19:32,975 --> 00:19:33,974 You have to eat proteins. 410 00:19:33,974 --> 00:19:35,939 And in between training or after training, 411 00:19:35,939 --> 00:19:38,207 try the Joe Weider drink or try this drink, 412 00:19:38,207 --> 00:19:39,163 you know what I mean? 413 00:19:39,163 --> 00:19:40,575 Of course I didn't get huge or nothin', 414 00:19:40,575 --> 00:19:42,556 but it probably put on like an extra five or 10 pounds 415 00:19:42,556 --> 00:19:44,802 which is pretty good for a high school kid. 416 00:19:44,802 --> 00:19:45,635 - You know what? 417 00:19:45,635 --> 00:19:46,830 I have to say, I love Joe. 418 00:19:46,830 --> 00:19:50,332 Dear Joe, he has created more enthusiasm. 419 00:19:50,332 --> 00:19:51,722 Well he can, you know? 420 00:19:51,722 --> 00:19:54,696 I mean I don't see that as much. 421 00:19:54,696 --> 00:19:57,378 You know, you work with Joe. 422 00:19:57,378 --> 00:19:59,858 But the thing is Joe loved the game 423 00:19:59,858 --> 00:20:02,772 and then when he did the magazine, it was articulate 424 00:20:02,772 --> 00:20:04,157 and he did that things right. 425 00:20:04,157 --> 00:20:05,746 And I would go up there. 426 00:20:05,746 --> 00:20:10,216 Me and Tom Platz, we would do like an interview 427 00:20:10,216 --> 00:20:12,578 once or twice a week. 428 00:20:12,578 --> 00:20:15,815 And so it was for me, it's like fun. 429 00:20:15,815 --> 00:20:17,181 Drivin' with Joe Weider sometime 430 00:20:17,181 --> 00:20:20,453 and singing Ventura Highway. (chuckles) 431 00:20:20,453 --> 00:20:21,786 Ventura Highway. 432 00:20:22,672 --> 00:20:25,341 ♪ Ventura Highway ♪ 433 00:20:25,341 --> 00:20:28,976 ♪ In the sunshine ♪ 434 00:20:28,976 --> 00:20:31,514 ♪ Where the days are longer ♪ 435 00:20:31,514 --> 00:20:34,347 (soft rock music) 436 00:20:38,352 --> 00:20:42,953 - Well in my opinion, Joe Weider was a marketing genius. 437 00:20:42,953 --> 00:20:44,750 And it came about with me is that 438 00:20:44,750 --> 00:20:46,189 he would come down to the gym on Sundays 439 00:20:46,189 --> 00:20:48,752 and take all of us to Jamaica Bay and for lunch. 440 00:20:48,752 --> 00:20:50,169 And Joe, he was a 441 00:20:52,842 --> 00:20:54,042 how can I say? 442 00:20:54,042 --> 00:20:55,459 He was deceiving. 443 00:20:56,350 --> 00:20:57,472 People would come into the gym 444 00:20:57,472 --> 00:21:00,882 and he picked up two 65-pound dumbbells and start curling. 445 00:21:00,882 --> 00:21:02,458 I couldn't believe it. 446 00:21:02,458 --> 00:21:05,122 So I had done his last interview 447 00:21:05,122 --> 00:21:06,575 when he was 90 for my show 448 00:21:06,575 --> 00:21:07,824 and I said, "Joe, I remember when you 449 00:21:07,824 --> 00:21:09,279 picked up these dumbbells." 450 00:21:09,279 --> 00:21:10,855 "I was a very strong man, Ric. 451 00:21:10,855 --> 00:21:12,756 I could lift anything." 452 00:21:12,756 --> 00:21:13,796 I said, "Really? 453 00:21:13,796 --> 00:21:16,183 Because those 65s, I can hardly do." 454 00:21:16,183 --> 00:21:19,058 And so anyway, we began to talk and he had his supplements. 455 00:21:19,058 --> 00:21:21,185 And what he would do, which was really smart. 456 00:21:21,185 --> 00:21:23,700 He would put ads in his magazine for like the Master Blaster 457 00:21:23,700 --> 00:21:28,180 or for Super Pro 101 and he'd see the results coming in. 458 00:21:28,180 --> 00:21:29,256 And if it was gonna be good, 459 00:21:29,256 --> 00:21:30,674 then he would start to manufacture it. 460 00:21:30,674 --> 00:21:32,420 He would stockpile it ahead of time 461 00:21:32,420 --> 00:21:34,420 because he'd be sitting on all this product, 462 00:21:34,420 --> 00:21:35,783 which to me is a good idea. 463 00:21:35,783 --> 00:21:37,521 But if you were to read Joe's ad, 464 00:21:37,521 --> 00:21:41,185 get big arms, get big back, get big chest. 465 00:21:41,185 --> 00:21:43,519 Workout really hard, get up at two o'clock in the morning 466 00:21:43,519 --> 00:21:45,373 and perform a sneak attack on your muscle 467 00:21:45,373 --> 00:21:47,076 and shock them into growing. 468 00:21:47,076 --> 00:21:50,479 But it's only possible if you take my Super Pro 101. 469 00:21:50,479 --> 00:21:51,738 So after you read the whole article, 470 00:21:51,738 --> 00:21:53,226 when you get done is oh, I'd just been suckered 471 00:21:53,226 --> 00:21:55,113 into buying something. 472 00:21:55,113 --> 00:21:58,393 So he was smart, he knew what he was doin'. 473 00:21:58,393 --> 00:22:01,226 (soft rock music) 474 00:22:10,486 --> 00:22:12,153 - Fitness was taking off. 475 00:22:12,153 --> 00:22:13,790 You know, fitness became cool. 476 00:22:13,790 --> 00:22:15,526 People wanted to get more healthy. 477 00:22:15,526 --> 00:22:17,593 So a lot of the stuff that came at that time, 478 00:22:17,593 --> 00:22:19,878 he was helping to grow that 479 00:22:19,878 --> 00:22:22,018 and putting multiple layers into that 480 00:22:22,018 --> 00:22:23,950 and it was less competition. 481 00:22:23,950 --> 00:22:25,909 I think in order to grow bodybuilding, 482 00:22:25,909 --> 00:22:29,310 you need to have physiques that people aspire to be. 483 00:22:29,310 --> 00:22:30,609 You need to have champions 484 00:22:30,609 --> 00:22:32,706 and that's no different than any other sport. 485 00:22:32,706 --> 00:22:35,450 So because Joe Weider had the best athletes in the world, 486 00:22:35,450 --> 00:22:37,656 a lotta consumers that wanted to be like them 487 00:22:37,656 --> 00:22:40,353 would read those magazines to read the stars 488 00:22:40,353 --> 00:22:43,633 and how in which those people got the results that they got. 489 00:22:43,633 --> 00:22:44,785 At the time as well though, 490 00:22:44,785 --> 00:22:46,206 the athletes wanted to be famous. 491 00:22:46,206 --> 00:22:47,764 They wanted to have opportunities. 492 00:22:47,764 --> 00:22:49,214 They wanted to move to California 493 00:22:49,214 --> 00:22:51,030 and you know live the lifestyle, 494 00:22:51,030 --> 00:22:52,849 so he provided an outlet for that 495 00:22:52,849 --> 00:22:55,329 kind of opportunity for them. 496 00:22:55,329 --> 00:22:57,670 And the consumer started to buy the products 497 00:22:57,670 --> 00:22:58,769 that they saw in the magazines 498 00:22:58,769 --> 00:23:00,171 and they started to want to be 499 00:23:00,171 --> 00:23:03,473 a lot like the stars that they saw. 500 00:23:03,473 --> 00:23:06,814 So with the best athletes in the world under contract 501 00:23:06,814 --> 00:23:09,230 in terms of the bodybuilding industry, 502 00:23:09,230 --> 00:23:10,986 you had a lot of readers that wanted to be 503 00:23:10,986 --> 00:23:13,411 like the stars that they idolized. 504 00:23:13,411 --> 00:23:15,419 Joe Weider was amazing at marketing 505 00:23:15,419 --> 00:23:17,230 each particular bodybuilder. 506 00:23:17,230 --> 00:23:19,891 Each of the bodybuilders didn't have a great personality 507 00:23:19,891 --> 00:23:21,936 to see this is what I stood for. 508 00:23:21,936 --> 00:23:24,851 He in the magazines controlled what was written 509 00:23:24,851 --> 00:23:26,313 and how they express themselves 510 00:23:26,313 --> 00:23:27,846 and how they were family people 511 00:23:27,846 --> 00:23:31,070 or how they loved dogs or you know wherever it is. 512 00:23:31,070 --> 00:23:33,230 And that kinda created personalities 513 00:23:33,230 --> 00:23:35,774 with inside the bodybuilding world. 514 00:23:35,774 --> 00:23:38,507 - For me, Joe Weider's Dynamic Muscle Builder, 515 00:23:38,507 --> 00:23:42,257 Life Essence and Megabolic Pak is number one. 516 00:23:43,091 --> 00:23:44,449 - Really lookin' back, 517 00:23:44,449 --> 00:23:47,919 it was the inmates runnin' the asylum, you know? 518 00:23:47,919 --> 00:23:50,239 The bodybuilder that was better than you 519 00:23:50,239 --> 00:23:52,323 was the authority that you looked to. 520 00:23:52,323 --> 00:23:55,498 You know, the article in the magazine was the authority. 521 00:23:55,498 --> 00:23:58,459 You know, we didn't have anyone else to go to. 522 00:23:58,459 --> 00:24:01,419 - I used to dream about supplements 523 00:24:01,419 --> 00:24:04,758 when I used to open the magazines of Joe Weider 524 00:24:04,758 --> 00:24:07,234 and see the Anabolic Pak 525 00:24:07,234 --> 00:24:10,643 or Arnold you know drinking all this protein 526 00:24:10,643 --> 00:24:13,296 and just flexin' his biceps and I'm like, 527 00:24:13,296 --> 00:24:16,416 "Wow, I wanna look like that guy 528 00:24:16,416 --> 00:24:17,953 or I wanna look like Bob Paris. 529 00:24:17,953 --> 00:24:21,296 I wanna look like Lee Haney, Rich Gaspari." 530 00:24:21,296 --> 00:24:23,523 They were the people that are really really, 531 00:24:23,523 --> 00:24:26,930 that inspired me to wanna do it, you know? 532 00:24:26,930 --> 00:24:31,054 But when I had the chance to really have supplements 533 00:24:31,054 --> 00:24:32,715 for the first time when I moved to England 534 00:24:32,715 --> 00:24:35,088 to actually become a professional bodybuilder 535 00:24:35,088 --> 00:24:37,505 and bought that Anabolic Pak, 536 00:24:38,870 --> 00:24:41,411 Joe Weider Anabolic Pak. 537 00:24:41,411 --> 00:24:42,340 I was like, "Wow." 538 00:24:42,340 --> 00:24:43,234 I was just lookin' at it. 539 00:24:43,234 --> 00:24:44,616 I walked a week. 540 00:24:44,616 --> 00:24:46,407 Seriously, I was like I used to wash dishes 541 00:24:46,407 --> 00:24:48,070 in this restaurant for the supplements. 542 00:24:48,070 --> 00:24:50,630 I was like, "I have it right now." 543 00:24:50,630 --> 00:24:54,115 - In some sense, the people would say the promotions 544 00:24:54,115 --> 00:24:56,025 or the endorsements back then were cheesy. 545 00:24:56,025 --> 00:24:57,500 To me, it wasn't. 546 00:24:57,500 --> 00:24:59,751 I loved it, I loved it. 547 00:24:59,751 --> 00:25:02,635 I never put the comprehension together 548 00:25:02,635 --> 00:25:05,011 that he's just sellin' hype. 549 00:25:05,011 --> 00:25:07,754 I honestly believe and still do to this day, 550 00:25:07,754 --> 00:25:09,921 I love that period of time 551 00:25:10,885 --> 00:25:12,802 because it showed hope. 552 00:25:14,592 --> 00:25:16,896 It showed me that I can achieve something 553 00:25:16,896 --> 00:25:18,656 and it was more than the supplements. 554 00:25:18,656 --> 00:25:19,974 It was more than the training. 555 00:25:19,974 --> 00:25:23,271 It was becoming part of something, a family. 556 00:25:23,271 --> 00:25:25,629 And so I actually love the old-school 557 00:25:25,629 --> 00:25:28,892 and it could be that I was just so naive, 558 00:25:28,892 --> 00:25:31,215 but I love the side effect of it. 559 00:25:31,215 --> 00:25:34,666 The side effect was it is that you can believe it 560 00:25:34,666 --> 00:25:36,976 and try to have a piece of somethin' 561 00:25:36,976 --> 00:25:38,934 and belong to something. 562 00:25:38,934 --> 00:25:40,875 - Joe Weider is the father of bodybuilding. 563 00:25:40,875 --> 00:25:44,235 He was also the father of nutritional supplementation. 564 00:25:44,235 --> 00:25:46,437 He's the one that had all these nutrition supplements 565 00:25:46,437 --> 00:25:49,532 and I signed with him back in 1991. 566 00:25:49,532 --> 00:25:50,909 I remember all of us you know, 567 00:25:50,909 --> 00:25:53,415 basically following Joe Weider's principles 568 00:25:53,415 --> 00:25:55,810 and taking Joe Weider's supplements. 569 00:25:55,810 --> 00:25:58,266 As far as if Joe Weider was taking advantage 570 00:25:58,266 --> 00:25:59,661 of bodybuilders, hell no. 571 00:25:59,661 --> 00:26:00,494 I mean, really. 572 00:26:00,494 --> 00:26:02,037 Whoever really knows him, 573 00:26:02,037 --> 00:26:03,478 he was so passionate about the sport. 574 00:26:03,478 --> 00:26:05,961 He brought Arnold, he helped so many other people. 575 00:26:05,961 --> 00:26:08,111 But now they said take advantage, you know? 576 00:26:08,111 --> 00:26:11,697 Some of us would be greedy and expect for more and more. 577 00:26:11,697 --> 00:26:13,092 He made all this possible. 578 00:26:13,092 --> 00:26:14,452 He gave us a platform to compete 579 00:26:14,452 --> 00:26:17,927 in the magazines to be known internationally, 580 00:26:17,927 --> 00:26:20,444 giving us supplements and a paycheck. 581 00:26:20,444 --> 00:26:22,729 So no, by all means I think Joe Weider 582 00:26:22,729 --> 00:26:26,169 really should be just saluted for everything he did. 583 00:26:26,169 --> 00:26:30,292 I remember back in the day he had a big competition 584 00:26:30,292 --> 00:26:34,749 from like Twinlab, Universal, you know that was coming up. 585 00:26:34,749 --> 00:26:37,221 But Weider was always Weider. 586 00:26:37,221 --> 00:26:39,482 - But he always, always saw the connection 587 00:26:39,482 --> 00:26:41,711 between bodybuilding and sex; 588 00:26:41,711 --> 00:26:43,961 always, from the beginning. 589 00:26:45,128 --> 00:26:47,456 If it's with Arnold on the beach 590 00:26:47,456 --> 00:26:49,590 with the protein and the girls, 591 00:26:49,590 --> 00:26:53,555 I could remember seeing Muscle Builder 592 00:26:53,555 --> 00:26:57,378 and the back ad was a bunch of bodybuilders 593 00:26:57,378 --> 00:26:58,653 and beautiful women. 594 00:26:58,653 --> 00:26:59,525 This is drawn. 595 00:26:59,525 --> 00:27:03,870 This is an illustration, kinda float you know in a lake. 596 00:27:03,870 --> 00:27:05,768 You know and they're all standing there 597 00:27:05,768 --> 00:27:09,012 and the girl is saying "The guy on the float 598 00:27:09,012 --> 00:27:12,852 that gets my vote is the Weider-trained man." 599 00:27:12,852 --> 00:27:15,140 I'm pulling that out of 50 years ago. 600 00:27:15,140 --> 00:27:16,532 So you know what kind of impression 601 00:27:16,532 --> 00:27:18,968 it made on me as a 17 year old, 602 00:27:18,968 --> 00:27:21,814 that I can still remember it word-for-word. 603 00:27:21,814 --> 00:27:22,944 That's Joe Weider. 604 00:27:22,944 --> 00:27:26,194 ("Call Me" by Blondie) 605 00:27:27,242 --> 00:27:29,916 - [Alex] To me, the '80s were totally awesome. 606 00:27:29,916 --> 00:27:32,157 They were so good, they were bad. 607 00:27:32,157 --> 00:27:33,297 ♪ Who's bad ♪ 608 00:27:33,297 --> 00:27:34,272 ♪ Ooh ♪ 609 00:27:34,272 --> 00:27:37,722 ("Don't Stop 'Til You Get Enough" by Michael Jackson) 610 00:27:37,722 --> 00:27:39,194 - [Alex] I remember begging my dad 611 00:27:39,194 --> 00:27:40,656 to send me back to Sydney 612 00:27:40,656 --> 00:27:43,645 to see Arnold win his seventh Mr. Olympia. 613 00:27:43,645 --> 00:27:46,562 (retro rock music) 614 00:27:48,792 --> 00:27:51,915 At 17, I was able to win Teenage Mr. Italy 615 00:27:51,915 --> 00:27:54,915 and at 19, I won Teenage Mr. Europe. 616 00:27:55,939 --> 00:27:58,111 My dream of being in those magazines 617 00:27:58,111 --> 00:28:01,736 I loved so much finally became a reality 618 00:28:01,736 --> 00:28:05,395 and soon I was offered my first supplement contract. 619 00:28:05,395 --> 00:28:08,317 But these formulas were just horrible 620 00:28:08,317 --> 00:28:10,661 and when I asked the brand to improve their products, 621 00:28:10,661 --> 00:28:13,200 they just canceled my contract. 622 00:28:13,200 --> 00:28:17,243 But I had my eyes set on California and when I arrived, 623 00:28:17,243 --> 00:28:20,219 Weider was still the king of the industry. 624 00:28:20,219 --> 00:28:22,497 But I saw other companies coming up fast. 625 00:28:22,497 --> 00:28:26,080 (inspirational rock music) 626 00:28:27,760 --> 00:28:29,939 - There was a dominance that Weider, 627 00:28:29,939 --> 00:28:32,319 as a whole, had in the marketplace. 628 00:28:32,319 --> 00:28:36,240 But at the same time, the same company that owned Twinlab 629 00:28:36,240 --> 00:28:37,426 was actually the same owners 630 00:28:37,426 --> 00:28:39,719 of Muscular Development magazine 631 00:28:39,719 --> 00:28:41,760 and that was in the opposite side of the country. 632 00:28:41,760 --> 00:28:44,862 That was in New York, New Jersey, that area. 633 00:28:44,862 --> 00:28:48,459 They were another major Goliath in the industry 634 00:28:48,459 --> 00:28:50,177 and really at the forefront of 635 00:28:50,177 --> 00:28:53,267 the launch of ephedrine caffeine. 636 00:28:53,267 --> 00:28:56,968 - Joe Weider knew how to captivate an audience 637 00:28:56,968 --> 00:28:59,541 and I think the products that came in after that 638 00:28:59,541 --> 00:29:01,445 had to play a very special role 639 00:29:01,445 --> 00:29:03,800 on how they were gonna sell their products. 640 00:29:03,800 --> 00:29:05,939 They couldn't sell it like the Weiders were. 641 00:29:05,939 --> 00:29:08,144 So I think Universal came at it with 642 00:29:08,144 --> 00:29:10,541 well let's have a multipak. 643 00:29:10,541 --> 00:29:12,141 I don't think there was one at the time 644 00:29:12,141 --> 00:29:14,835 and Twinlabs was a little more glamorous. 645 00:29:14,835 --> 00:29:17,202 Not as glamorous as what we see today on Instagram, 646 00:29:17,202 --> 00:29:19,325 but it was like the first product line 647 00:29:19,325 --> 00:29:24,117 that sold in a way where it was really cool to be built. 648 00:29:24,117 --> 00:29:25,725 It was really cool to take a product 649 00:29:25,725 --> 00:29:28,821 and they were the next Weiders. 650 00:29:28,821 --> 00:29:30,911 I believe that Twinlabs and Universal 651 00:29:30,911 --> 00:29:34,357 went head-to-head for a few years on their products. 652 00:29:34,357 --> 00:29:35,920 (energetic music) 653 00:29:35,920 --> 00:29:38,600 - After the you know, Weider era continued, 654 00:29:38,600 --> 00:29:42,240 a company called Twinlab did arise 655 00:29:42,240 --> 00:29:45,259 and there was another small one in California 656 00:29:45,259 --> 00:29:47,377 called Beverly International. 657 00:29:47,377 --> 00:29:50,597 So I remember, you know I don't know about that time. 658 00:29:50,597 --> 00:29:53,419 You know Beverly was doing some protein powders and things, 659 00:29:53,419 --> 00:29:56,240 so they were starting to evolve that protein business. 660 00:29:56,240 --> 00:29:58,675 I believe they continued to sell like the liver tabs; 661 00:29:58,675 --> 00:30:02,299 things that were popular prior to that era. 662 00:30:02,299 --> 00:30:05,647 Twinlab really was, I would say, the innovators. 663 00:30:05,647 --> 00:30:09,019 They brought the non-sexy items. 664 00:30:09,019 --> 00:30:11,064 They brought the vitamins, the minerals 665 00:30:11,064 --> 00:30:12,980 and they started to educate athletes 666 00:30:12,980 --> 00:30:16,313 about the importance of basic nutrition. 667 00:30:18,261 --> 00:30:20,635 They didn't do a lot of fancy things. 668 00:30:20,635 --> 00:30:23,557 It was all just you know, basic-type things. 669 00:30:23,557 --> 00:30:25,899 You know protein was egg white, milk and egg. 670 00:30:25,899 --> 00:30:28,219 Nothin' fancy, didn't taste that great, 671 00:30:28,219 --> 00:30:30,420 but just lots of different types of vitamins. 672 00:30:30,420 --> 00:30:32,605 They then started to incorporate amino acids 673 00:30:32,605 --> 00:30:35,746 and they started to train us about the importance of aminos. 674 00:30:35,746 --> 00:30:40,395 So I'd say Twinlab was probably the big next innovator 675 00:30:40,395 --> 00:30:43,197 into the whole sports nutrition. 676 00:30:43,197 --> 00:30:45,294 - Do you wanna be a tennis player when you get big? 677 00:30:45,294 --> 00:30:46,127 - Yes. 678 00:30:46,127 --> 00:30:47,327 - [Man] Do you know how old you are? 679 00:30:47,327 --> 00:30:48,410 - Yeah. - How old are you? 680 00:30:48,410 --> 00:30:49,274 - [Boy] Six. 681 00:30:49,274 --> 00:30:51,042 (tennis balls smacking) (soft inspirational music) 682 00:30:51,042 --> 00:30:52,398 - [Announcer] When you're ready to become 683 00:30:52,398 --> 00:30:56,796 the person you were born to be, Twinlab will show you how. 684 00:30:56,796 --> 00:30:58,092 With innovative sports nutrition, 685 00:30:58,092 --> 00:31:00,513 vitamin and herbal formulas. 686 00:31:00,513 --> 00:31:01,908 - [Man] Listen, you just keep hittin' 'em good 687 00:31:01,908 --> 00:31:03,197 and good luck to you, okay? 688 00:31:03,197 --> 00:31:04,797 - [Boy] 'Kay. 689 00:31:04,797 --> 00:31:08,358 - And I remember this one ad with Jim Quinn 690 00:31:08,358 --> 00:31:11,285 and it look like he was coming out of a spaceship 691 00:31:11,285 --> 00:31:13,341 and how the lights were coming up from behind him. 692 00:31:13,341 --> 00:31:15,938 He looked like this alien comin' out. 693 00:31:15,938 --> 00:31:19,372 He was veiny and just for us gross, right? 694 00:31:19,372 --> 00:31:20,210 It was awesome. 695 00:31:20,210 --> 00:31:23,141 These guys were like aw yeah, I wanna look like that. 696 00:31:23,141 --> 00:31:26,725 Where the Weiders were approaching their line 697 00:31:26,725 --> 00:31:28,624 with you can be a Mr. Somebody. 698 00:31:28,624 --> 00:31:31,461 You can be a Mr. Universe, Mr. World, Mr. Olympia 699 00:31:31,461 --> 00:31:33,186 if you take our product. 700 00:31:33,186 --> 00:31:38,186 And Twinlabs is more like here's our product, that's it. 701 00:31:38,656 --> 00:31:39,667 Cut and dry. 702 00:31:39,667 --> 00:31:40,947 It was like what is that? 703 00:31:40,947 --> 00:31:42,824 I gotta know more about that. 704 00:31:42,824 --> 00:31:45,688 So I think that the era that I grew up in, 705 00:31:45,688 --> 00:31:47,965 I was getting the tail end of the Weiders 706 00:31:47,965 --> 00:31:49,243 and I was getting the introduction 707 00:31:49,243 --> 00:31:51,347 of Universal and Twinlabs. 708 00:31:51,347 --> 00:31:54,930 (intense orchestral music) 709 00:31:58,340 --> 00:31:59,565 - Ripped Fuel by Twinlab. 710 00:31:59,565 --> 00:32:02,090 Now there was something interesting about Ripped Fuel. 711 00:32:02,090 --> 00:32:03,749 You know, there was a picture 712 00:32:03,749 --> 00:32:05,483 on the bottle of just this dude. 713 00:32:05,483 --> 00:32:06,692 You didn't see his arms really. 714 00:32:06,692 --> 00:32:07,648 You didn't see his face. 715 00:32:07,648 --> 00:32:10,665 You just saw a chest and these friggin' big mountain abs 716 00:32:10,665 --> 00:32:12,469 that were like deep and shredded; 717 00:32:12,469 --> 00:32:14,379 and you're like this stuff's 718 00:32:14,379 --> 00:32:16,915 gonna get me absolutely shredded. 719 00:32:16,915 --> 00:32:18,037 And you know what it was? 720 00:32:18,037 --> 00:32:22,173 Guess what that key ingredient was, none other than Ephedra. 721 00:32:22,173 --> 00:32:24,851 Listen, Ephedra was the game-changer 722 00:32:24,851 --> 00:32:27,258 in the supplement industry. 723 00:32:27,258 --> 00:32:29,738 It gave you energy, it gave you focus 724 00:32:29,738 --> 00:32:33,655 and it got you absolutely shredded to the bone. 725 00:32:34,915 --> 00:32:36,400 - So as far as ephedrine, 726 00:32:36,400 --> 00:32:40,792 originally I remember the first ones were Dymetadrine, 727 00:32:40,792 --> 00:32:42,595 which is just ephedrine alone. 728 00:32:42,595 --> 00:32:46,531 And then you had Ripped Fuel and Diet Fuel from Twinlab 729 00:32:46,531 --> 00:32:49,206 and they were really big sellers at the time. 730 00:32:49,206 --> 00:32:50,368 They sold tons. 731 00:32:50,368 --> 00:32:52,466 They had these really nice-looking glass bottles too, 732 00:32:52,466 --> 00:32:54,757 so they look like a very high-end product 733 00:32:54,757 --> 00:32:56,872 and they were doin' a lotta good advertising. 734 00:32:56,872 --> 00:32:59,168 They had Muscular Development the magazine behind them, 735 00:32:59,168 --> 00:33:01,408 which was one of the really science-y 736 00:33:01,408 --> 00:33:03,816 but also entertaining bodybuilding magazine. 737 00:33:03,816 --> 00:33:05,907 So they were doing a lot of really interesting stuff then. 738 00:33:05,907 --> 00:33:07,907 That product sold great. 739 00:33:08,811 --> 00:33:11,488 - [Woman] I am a one-woman army. 740 00:33:11,488 --> 00:33:14,726 I chew up weights, I eat up the road. 741 00:33:14,726 --> 00:33:17,976 I feed my dream with Twinlab Diet Fuel. 742 00:33:20,719 --> 00:33:22,149 - [Man] So they were one of the first companies 743 00:33:22,149 --> 00:33:24,549 to actually use TV as a medium. 744 00:33:24,549 --> 00:33:27,808 - They said no one could win eight straight Olympias 745 00:33:27,808 --> 00:33:30,030 and I said, "Watch me." 746 00:33:30,030 --> 00:33:34,271 I trained harder, ate smarter and used Twinlab supplements. 747 00:33:34,271 --> 00:33:35,567 - You saw Lee Haney on there. 748 00:33:35,567 --> 00:33:36,971 "I trained harder, I ate smarter 749 00:33:36,971 --> 00:33:38,426 and used Twinlab supplements." 750 00:33:38,426 --> 00:33:39,423 You saw that. 751 00:33:39,423 --> 00:33:41,183 But they were also marketing athletes. 752 00:33:41,183 --> 00:33:43,622 They also had tons of products that were for the mainstream. 753 00:33:43,622 --> 00:33:46,361 Potassium, minerals, Ripped Fuel, other things 754 00:33:46,361 --> 00:33:48,727 that were really not meant specifically for bodybuilders. 755 00:33:48,727 --> 00:33:51,170 Weider on the other hand, really did target 756 00:33:51,170 --> 00:33:53,720 and market the bodybuilding lifestyle. 757 00:33:53,720 --> 00:33:55,285 He had the protein drink on the beach 758 00:33:55,285 --> 00:33:57,687 with the babe next to you and big muscles. 759 00:33:57,687 --> 00:33:58,968 And you know, I wanna be like Arnold 760 00:33:58,968 --> 00:34:00,567 and I wanna be like this and that. 761 00:34:00,567 --> 00:34:02,441 So that was kinda the main difference 762 00:34:02,441 --> 00:34:05,322 and it worked for both of them at that time. 763 00:34:05,322 --> 00:34:09,943 - Twinlab focused more on the benefits up front as I recall 764 00:34:09,943 --> 00:34:11,722 and not on the actual athlete. 765 00:34:11,722 --> 00:34:14,143 And they started to weave in the appearance 766 00:34:14,143 --> 00:34:16,179 and elements of science and jargon. 767 00:34:16,179 --> 00:34:18,444 They made it sound cutting-edge, 768 00:34:18,444 --> 00:34:21,909 revolutionary and different and I want that. 769 00:34:21,909 --> 00:34:22,909 That's cool. 770 00:34:23,817 --> 00:34:25,061 - The companies were realizing 771 00:34:25,061 --> 00:34:27,878 that bodybuilders weren't just blue-collar. 772 00:34:27,878 --> 00:34:31,755 There were many many aspects behind the bodybuilder 773 00:34:31,755 --> 00:34:34,581 in a sense of what their job and what profession they were. 774 00:34:34,581 --> 00:34:35,998 They were doctors or lawyers. 775 00:34:35,998 --> 00:34:37,471 They were construction workers. 776 00:34:37,471 --> 00:34:40,638 The notion that bodybuilders were dumb 777 00:34:41,578 --> 00:34:43,380 was going out the window 778 00:34:43,380 --> 00:34:45,199 and so they wanted to be a little more smart 779 00:34:45,199 --> 00:34:48,297 about how they approached taking their supplements. 780 00:34:48,297 --> 00:34:50,616 - Look, this is me before Cybergenics 781 00:34:50,616 --> 00:34:52,331 and this is me after. 782 00:34:52,331 --> 00:34:55,414 (retro techno music) 783 00:34:59,402 --> 00:35:01,986 - The company that disrupted those two companies 784 00:35:01,986 --> 00:35:05,599 was actually Cybergenics, L&S Research 785 00:35:05,599 --> 00:35:08,283 which was owned by Scott Chinery at the time. 786 00:35:08,283 --> 00:35:11,602 They had been the first company to market science 787 00:35:11,602 --> 00:35:13,362 in the supplement industry. 788 00:35:13,362 --> 00:35:14,721 If you go back and look at them, 789 00:35:14,721 --> 00:35:17,319 they had aggressive before and after advertising 790 00:35:17,319 --> 00:35:19,218 and they had a kit that was only available 791 00:35:19,218 --> 00:35:20,541 through mail order. 792 00:35:20,541 --> 00:35:23,122 - The first supplement that I saw was in a magazine ad. 793 00:35:23,122 --> 00:35:25,397 It was Cybergenics, the before and after 794 00:35:25,397 --> 00:35:28,701 and it came with a kit and a VHS video. 795 00:35:28,701 --> 00:35:30,999 And I remember purchasing that kit 796 00:35:30,999 --> 00:35:33,639 thinkin' it was gonna get me from that before picture 797 00:35:33,639 --> 00:35:36,079 that I saw in the commercial to the after picture 798 00:35:36,079 --> 00:35:37,594 of the guy with the huge legs. 799 00:35:37,594 --> 00:35:39,122 I could still picture it now. 800 00:35:39,122 --> 00:35:42,176 I thought okay, that is my surefire way to move forward 801 00:35:42,176 --> 00:35:43,514 and be that after-picture. 802 00:35:43,514 --> 00:35:44,715 Didn't work out that way. 803 00:35:44,715 --> 00:35:46,060 - You know I enjoy performing, 804 00:35:46,060 --> 00:35:47,998 but I also enjoy working out. 805 00:35:47,998 --> 00:35:49,554 That's why I go to General Nutrition Centers 806 00:35:49,554 --> 00:35:51,389 and get Cybergenics Phase 1. 807 00:35:51,389 --> 00:35:52,976 Hey if this guy can do it, you can do it. 808 00:35:52,976 --> 00:35:54,878 Get Cybergenics at GNC, 809 00:35:54,878 --> 00:35:56,559 the authority in sports nutrition products. 810 00:35:56,559 --> 00:35:59,327 - Cybergenics didn't work for me. 811 00:35:59,327 --> 00:36:02,371 I found out many years later a supplement 812 00:36:02,371 --> 00:36:05,091 wasn't gonna work unless I did. 813 00:36:05,091 --> 00:36:08,313 - And I remember first seeing the ads 814 00:36:08,313 --> 00:36:11,407 with the yellow Lamborghini Diablo on the beach 815 00:36:11,407 --> 00:36:13,957 somewhere in the New Jersey shore 816 00:36:13,957 --> 00:36:15,929 and the guy that was all jacked-up 817 00:36:15,929 --> 00:36:18,848 and the girls with the implants on both shoulders, 818 00:36:18,848 --> 00:36:21,731 I thought okay no, this is not real. 819 00:36:21,731 --> 00:36:22,729 This can't work. 820 00:36:22,729 --> 00:36:24,590 It's too good to be true. 821 00:36:24,590 --> 00:36:26,809 I think what Cybergenics did 822 00:36:26,809 --> 00:36:29,513 at least from my vista of the world 823 00:36:29,513 --> 00:36:32,472 was that I saw that in drugstores 824 00:36:32,472 --> 00:36:34,786 and I had never seen any nutrition products. 825 00:36:34,786 --> 00:36:37,345 Maybe there were some Weider products you could see. 826 00:36:37,345 --> 00:36:40,987 The Cybergenics brand in drugstores was revolutionary. 827 00:36:40,987 --> 00:36:42,320 Wow, that's big. 828 00:36:43,926 --> 00:36:45,432 - The thing that really got me 829 00:36:45,432 --> 00:36:48,595 about Cybergenics as to why I bought it 830 00:36:48,595 --> 00:36:50,370 was that they made it very simple for you. 831 00:36:50,370 --> 00:36:51,715 They put it all into one kit 832 00:36:51,715 --> 00:36:53,854 and they go okay this is your bodybuilding kit. 833 00:36:53,854 --> 00:36:55,155 This is all you need, everything. 834 00:36:55,155 --> 00:36:56,619 You got your supplements, you got your training guide, 835 00:36:56,619 --> 00:36:57,777 you got your diet guide. 836 00:36:57,777 --> 00:36:59,359 So if you follow this plan to the T, 837 00:36:59,359 --> 00:37:00,957 you're gonna get great results. 838 00:37:00,957 --> 00:37:01,845 I did. 839 00:37:01,845 --> 00:37:03,256 I followed it to a T. 840 00:37:03,256 --> 00:37:05,349 I got great results, but I trained like a madman. 841 00:37:05,349 --> 00:37:06,856 It was my time to grow 842 00:37:06,856 --> 00:37:08,903 'cause I was severely underweight at the time 843 00:37:08,903 --> 00:37:10,403 and I beasted out. 844 00:37:13,736 --> 00:37:16,534 - [Alex] At this point, Los Angeles was my new home 845 00:37:16,534 --> 00:37:17,861 and it was just a matter of time 846 00:37:17,861 --> 00:37:21,436 before Hollywood recognized my thespian talents. 847 00:37:21,436 --> 00:37:23,246 ♪ It's raining men ♪ 848 00:37:23,246 --> 00:37:24,700 - [Announcer] Cable Access Channel 96 849 00:37:24,700 --> 00:37:26,797 presents "Men On Cooking." 850 00:37:26,797 --> 00:37:29,256 - [Alex] And only the best roles were offered to me. 851 00:37:29,256 --> 00:37:30,366 - What's your name? 852 00:37:30,366 --> 00:37:31,418 - Richard. 853 00:37:31,418 --> 00:37:33,011 - I bet they call you Dick for short. 854 00:37:33,011 --> 00:37:36,301 Could you put that in my car please? 855 00:37:36,301 --> 00:37:38,144 Would you put this in my car for me? 856 00:37:38,144 --> 00:37:40,991 - [Both] Two snaps and wipe your mouth. 857 00:37:40,991 --> 00:37:42,415 (speaking foreign language) 858 00:37:42,415 --> 00:37:45,253 - [Man] Actually, I feel very bad about the whole incident. 859 00:37:45,253 --> 00:37:47,802 - [Man] An American was sitting next to me in a cafe in Rome 860 00:37:47,802 --> 00:37:50,004 - I just gotta look at the time. 861 00:37:50,004 --> 00:37:51,459 (speaking foreign language) 862 00:37:51,459 --> 00:37:52,978 - [Man] I could see a if there were a fly buzzing around, 863 00:37:52,978 --> 00:37:54,811 but I did not see one. 864 00:37:55,648 --> 00:37:58,137 - [Announcer] Even a knuckle sandwich isn't a sandwich 865 00:37:58,137 --> 00:38:00,028 without the tangy zip of Miracle Whip. 866 00:38:00,028 --> 00:38:03,055 - But it doesn't have any breasts, just nuggets. 867 00:38:03,055 --> 00:38:06,818 (audience laughing) 868 00:38:06,818 --> 00:38:08,499 - Hey, is Kelly home? 869 00:38:08,499 --> 00:38:09,502 - I'm ready, I'm ready. 870 00:38:09,502 --> 00:38:12,502 (audience laughing) 871 00:38:15,398 --> 00:38:16,231 - Whoa! 872 00:38:17,655 --> 00:38:20,099 - [Kelly] Hey, I still have a nice body. 873 00:38:20,099 --> 00:38:23,539 - [Alex] But I felt I found another calling in photography. 874 00:38:23,539 --> 00:38:25,758 Arnold's favorite photographer Artie Zeller 875 00:38:25,758 --> 00:38:27,779 inspired me to keep shooting 876 00:38:27,779 --> 00:38:29,278 and I eventually started working 877 00:38:29,278 --> 00:38:32,979 for all the bodybuilding publications. 878 00:38:32,979 --> 00:38:35,694 Magazines around the world were publishing my images 879 00:38:35,694 --> 00:38:37,838 and giving me assignments to shoot 880 00:38:37,838 --> 00:38:39,459 the world's greatest bodybuilders 881 00:38:39,459 --> 00:38:42,201 and fitness models for their covers. 882 00:38:42,201 --> 00:38:46,998 After 1,500 covers published, I just stopped counting them. 883 00:38:46,998 --> 00:38:49,598 I had the honor of being featured on the cover, 884 00:38:49,598 --> 00:38:51,881 in addition to having my editorial work 885 00:38:51,881 --> 00:38:53,871 published in the same magazines. 886 00:38:53,871 --> 00:38:57,454 (soft inspirational music) 887 00:39:03,317 --> 00:39:05,504 Advertising proved to be a lot more creative 888 00:39:05,504 --> 00:39:10,254 and of course I gravitated towards some of the companies. 889 00:39:12,062 --> 00:39:14,702 One of my clients at the time was Bill Phillips, 890 00:39:14,702 --> 00:39:16,796 a controversial figure to some people. 891 00:39:16,796 --> 00:39:18,155 But to me, it was apparent that 892 00:39:18,155 --> 00:39:20,998 he was a visionary who understood his audience 893 00:39:20,998 --> 00:39:25,998 and wanted to create the next chapter in the industry. 894 00:39:26,139 --> 00:39:27,857 He was what Joe Weider would've been 895 00:39:27,857 --> 00:39:31,158 if he were a young man in 1994. 896 00:39:31,158 --> 00:39:34,650 (soft rock music) 897 00:39:34,650 --> 00:39:36,361 - So Bill Phillips created a newsletter 898 00:39:36,361 --> 00:39:39,059 that had developed a great following. 899 00:39:39,059 --> 00:39:42,509 He formed a partnership with Jeff Everson, 900 00:39:42,509 --> 00:39:45,118 Lee Labrada, Dr. Scott Connelly 901 00:39:45,118 --> 00:39:47,619 and the four of them were involved 902 00:39:47,619 --> 00:39:51,481 in helping to launch a product line called MET-Rx. 903 00:39:51,481 --> 00:39:53,674 This was a really good combination 904 00:39:53,674 --> 00:39:55,641 because Jeff had a publishing background 905 00:39:55,641 --> 00:39:57,817 being the editor-in-chief of Muscle & Fitness 906 00:39:57,817 --> 00:40:01,337 and you had Lee Labrada who was on the top of his game 907 00:40:01,337 --> 00:40:02,961 as a competitor bodybuilder 908 00:40:02,961 --> 00:40:05,403 and you had Phillips who was amazing marketer 909 00:40:05,403 --> 00:40:07,836 and had a loyal audience with his magazine. 910 00:40:07,836 --> 00:40:11,118 And Scott Connelly was one of the smartest protein experts 911 00:40:11,118 --> 00:40:12,681 that had ever come in the industry. 912 00:40:12,681 --> 00:40:14,878 Even since then, I don't know anyone who's come in 913 00:40:14,878 --> 00:40:17,641 with more knowledge than what he has come to the table with. 914 00:40:17,641 --> 00:40:19,358 And the product was actually very good. 915 00:40:19,358 --> 00:40:21,598 The original product was phenomenal. 916 00:40:21,598 --> 00:40:24,398 So they used this vehicle that they had to market this 917 00:40:24,398 --> 00:40:26,680 and it was all direct-to-consumer, 918 00:40:26,680 --> 00:40:29,472 which was phenomenal because the margins were healthier. 919 00:40:29,472 --> 00:40:33,299 - Well MET-Rx was I think a game-changer. 920 00:40:33,299 --> 00:40:34,817 It just changed the whole industry 921 00:40:34,817 --> 00:40:37,332 and behind that was Bill Phillips. 922 00:40:37,332 --> 00:40:39,859 So he then developed the book on, 923 00:40:39,859 --> 00:40:42,057 I believe it was the supplement guide, 924 00:40:42,057 --> 00:40:44,521 on every supplement in the industry. 925 00:40:44,521 --> 00:40:45,975 He didn't leave anything out. 926 00:40:45,975 --> 00:40:48,718 Not only did he have his own, but he had everybody else's. 927 00:40:48,718 --> 00:40:51,877 So he didn't leave anyone out, he included them. 928 00:40:51,877 --> 00:40:55,335 - I was told that you know MET-Rx was so complete 929 00:40:55,335 --> 00:40:58,372 as far as nutrition goes that you can live on it; 930 00:40:58,372 --> 00:40:59,619 and I tried that. 931 00:40:59,619 --> 00:41:01,313 I wanted to lose some body fat, so I said, 932 00:41:01,313 --> 00:41:04,775 "Okay, I'm gonna live on this stuff and see what happens." 933 00:41:04,775 --> 00:41:07,497 So I lived on it for three months. 934 00:41:07,497 --> 00:41:09,664 I had no food, just MET-Rx 935 00:41:10,553 --> 00:41:13,813 and I wound up losing 40 pounds. 936 00:41:13,813 --> 00:41:17,254 I got about six inches off my waist 937 00:41:17,254 --> 00:41:22,254 and I lost surprising little muscle, very little muscle. 938 00:41:22,377 --> 00:41:24,878 - I believed in MET-Rx so much 939 00:41:24,878 --> 00:41:26,937 that I would probably punch somebody in the face 940 00:41:26,937 --> 00:41:29,934 if they tried to take it away from me. (chuckles) 941 00:41:29,934 --> 00:41:32,203 Not one product today can compare 942 00:41:32,203 --> 00:41:35,536 to what MET-Rx was back in 1992 to 1994. 943 00:41:37,518 --> 00:41:42,101 It was not available anywhere in the world like MET-Rx. 944 00:41:43,038 --> 00:41:46,179 Whatever was in those products in the Base and the Plus, 945 00:41:46,179 --> 00:41:49,891 it made physiques look even more incredible. 946 00:41:49,891 --> 00:41:53,918 - My body fat was 2% at 260 pounds. 947 00:41:53,918 --> 00:41:57,097 - MET-Rx with HMB, it does what it says. 948 00:41:57,097 --> 00:41:58,652 - Workout with weights four days a week. 949 00:41:58,652 --> 00:41:59,939 Why can't I get to your size? 950 00:41:59,939 --> 00:42:00,793 - [Man] You know why? 951 00:42:00,793 --> 00:42:01,626 You know why, man? 952 00:42:01,626 --> 00:42:02,459 Do you take creatine? 953 00:42:02,459 --> 00:42:04,310 - I think that's really just the beginning for EAS. 954 00:42:04,310 --> 00:42:06,890 ♪ And I feel like I just ♪ 955 00:42:06,890 --> 00:42:10,233 - The EAS story is a product of the union. 956 00:42:10,233 --> 00:42:14,070 It's a consummation of Edward, myself and me 957 00:42:14,070 --> 00:42:18,009 finding an article that came out in September of 1992 958 00:42:18,009 --> 00:42:20,131 that showed for the first time ever 959 00:42:20,131 --> 00:42:22,534 that if you take creatine monohydrate orally, 960 00:42:22,534 --> 00:42:23,929 you'll get more than muscle 961 00:42:23,929 --> 00:42:27,352 and that was a subject of disbelief. 962 00:42:27,352 --> 00:42:29,129 No one in the science world believed it. 963 00:42:29,129 --> 00:42:33,571 So when they submitted this article to Nature, 964 00:42:33,571 --> 00:42:35,618 the number-one science journal in the world, 965 00:42:35,618 --> 00:42:37,412 the editor said, "Nope, don't believe it," 966 00:42:37,412 --> 00:42:39,250 and they rejected it. 967 00:42:39,250 --> 00:42:42,500 And so I told Ed, "We have to do this." 968 00:42:44,365 --> 00:42:47,126 And Ed came up with the idea, another brilliant idea 969 00:42:47,126 --> 00:42:49,924 of calling Bill Phillips which is all pre-Internet, 970 00:42:49,924 --> 00:42:53,170 pre-email and saying, "Bill, we got this product 971 00:42:53,170 --> 00:42:55,341 called creatine monohydrate, Phosphagen brand. 972 00:42:55,341 --> 00:42:56,885 You gotta try it." 973 00:42:56,885 --> 00:42:58,473 So Ed sent him a case of Phosphagen. 974 00:42:58,473 --> 00:43:02,230 It went under his desk and stayed there for a whole year. 975 00:43:02,230 --> 00:43:06,195 But Bill had the insight to have James Anderson, 976 00:43:06,195 --> 00:43:10,108 who was his copywriter for Muscle Media 2000, 977 00:43:10,108 --> 00:43:14,210 to actually look into it and he interviewed me on the phone. 978 00:43:14,210 --> 00:43:18,588 And then James gets that box from underneath Bill's desk 979 00:43:18,588 --> 00:43:19,847 and said, "What is that?" 980 00:43:19,847 --> 00:43:21,660 And he asked Bill, "Oh, that's some creatine stuff 981 00:43:21,660 --> 00:43:23,924 from those guys in California." 982 00:43:23,924 --> 00:43:28,924 So James tries it and a week later as I've been told, 983 00:43:29,047 --> 00:43:32,268 James said, "What the bleek is in that stuff? 984 00:43:32,268 --> 00:43:33,764 This is amazing. 985 00:43:33,764 --> 00:43:35,991 I feel like I'm on the juice again." 986 00:43:35,991 --> 00:43:39,260 And so Bill's ears perked up, I was told. 987 00:43:39,260 --> 00:43:41,966 And so that changed the complexion of the guy 988 00:43:41,966 --> 00:43:43,808 and he had the dynamic of our discussions. 989 00:43:43,808 --> 00:43:48,725 And at that time, Bill and Scott Connelly were having these 990 00:43:50,530 --> 00:43:52,428 big ram-horned sheep. 991 00:43:52,428 --> 00:43:55,671 And then Ed and I flew out to Golden 992 00:43:55,671 --> 00:43:58,231 and met with Bill in May of '94. 993 00:43:58,231 --> 00:44:00,370 And a month later, we brought on Bill 994 00:44:00,370 --> 00:44:03,730 as an equal partner to us without any hesitation. 995 00:44:03,730 --> 00:44:07,548 Best business decision we ever made. 996 00:44:07,548 --> 00:44:10,405 (energetic funky music) 997 00:44:10,405 --> 00:44:12,167 - [Announcer] No matter where you go, 998 00:44:12,167 --> 00:44:16,167 you're always gonna be judged by your appearance 999 00:44:17,607 --> 00:44:22,327 and we're not talkin' about the color of your socks. 1000 00:44:22,327 --> 00:44:24,405 PhosphaGain by EAS. 1001 00:44:24,405 --> 00:44:26,551 - What is the most important supplement 1002 00:44:26,551 --> 00:44:29,228 in the last two decades probably? 1003 00:44:29,228 --> 00:44:30,706 I would say it's creatine. 1004 00:44:30,706 --> 00:44:35,671 Now a lotta people are gonna claim the environment in it, 1005 00:44:35,671 --> 00:44:38,415 but I can tell you from my side how everything happened. 1006 00:44:38,415 --> 00:44:42,087 I was collaborating with Mr. Bill Phillips at the time 1007 00:44:42,087 --> 00:44:44,327 and I was the first guy that sent him 1008 00:44:44,327 --> 00:44:46,834 injectable version of creatine. 1009 00:44:46,834 --> 00:44:50,210 Neoton from Italy, you know the box 1010 00:44:50,210 --> 00:44:52,652 and you know he was actually, "What is his for?" 1011 00:44:52,652 --> 00:44:53,716 we were writing articles. 1012 00:44:53,716 --> 00:44:55,911 I said like this is something a lot of Russian, 1013 00:44:55,911 --> 00:44:58,620 Bulgarians, Eastern Germans are using. 1014 00:44:58,620 --> 00:45:00,930 It replenishes your ATP. 1015 00:45:00,930 --> 00:45:02,529 You know it's gonna give you strength, power. 1016 00:45:02,529 --> 00:45:03,445 Hydrates you. 1017 00:45:03,445 --> 00:45:07,398 It's you know, basically natural antibiotic also. 1018 00:45:07,398 --> 00:45:11,308 You know so he says, "Don't you have this in oral form?" 1019 00:45:11,308 --> 00:45:12,871 And I said, "I had never seen it." 1020 00:45:12,871 --> 00:45:15,041 And I remember very well when he was saying you know, 1021 00:45:15,041 --> 00:45:18,444 "If you can find the oral version of this supplement, 1022 00:45:18,444 --> 00:45:20,603 then that would make a killing." 1023 00:45:20,603 --> 00:45:23,764 I believe this was '93 when I talked to him 1024 00:45:23,764 --> 00:45:28,555 and I believe '94, '95 creatine monohydrate came about. 1025 00:45:28,555 --> 00:45:29,844 And I don't know exactly 1026 00:45:29,844 --> 00:45:32,311 who was involved with it in my research. 1027 00:45:32,311 --> 00:45:36,894 But idea about it, I can guarantee you it came from me. 1028 00:45:38,527 --> 00:45:41,484 - Phosphagen was launched into the marketplace 1029 00:45:41,484 --> 00:45:43,604 and it just turned it upside down. 1030 00:45:43,604 --> 00:45:45,042 I mean, things have never been the same. 1031 00:45:45,042 --> 00:45:47,684 Phosphagen was probably one of the most dynamic products 1032 00:45:47,684 --> 00:45:49,588 to ever hit the market. 1033 00:45:49,588 --> 00:45:51,223 - Bill Phillips was one of the guys 1034 00:45:51,223 --> 00:45:54,184 that I studied before I launched Bodycore 1035 00:45:54,184 --> 00:45:59,184 because of the success that he had in my early years. 1036 00:45:59,188 --> 00:46:02,544 And Bill's strength really in my opinion, 1037 00:46:02,544 --> 00:46:04,466 is his marketing savvy. 1038 00:46:04,466 --> 00:46:07,268 He's a marketing genius when it comes to 1039 00:46:07,268 --> 00:46:10,368 probably whatever he puts his mind to. 1040 00:46:10,368 --> 00:46:12,796 But in this case, it was health and supplement industry. 1041 00:46:12,796 --> 00:46:16,290 He saw what Weider did with his publications 1042 00:46:16,290 --> 00:46:19,625 and how it really helped promote all of his businesses 1043 00:46:19,625 --> 00:46:22,975 and so he came up with Muscle Media, you know, 1044 00:46:22,975 --> 00:46:25,026 Which was an amazing magazine; 1045 00:46:25,026 --> 00:46:26,807 which promoted all of his stuff. 1046 00:46:26,807 --> 00:46:29,183 And then he decided to come up with Body for Life 1047 00:46:29,183 --> 00:46:31,986 to make this challenge in this competition 1048 00:46:31,986 --> 00:46:34,236 to help drive sales of EAS. 1049 00:46:35,607 --> 00:46:39,367 - I think Bill touched upon the different psychographic 1050 00:46:39,367 --> 00:46:41,741 and that psychographic is I don't wanna be that way. 1051 00:46:41,741 --> 00:46:43,868 I don't wanna become a competitive bodybuilder. 1052 00:46:43,868 --> 00:46:45,948 I just wanna look better in my clothing 1053 00:46:45,948 --> 00:46:50,129 or without my clothing on or at the beach and feel strong 1054 00:46:50,129 --> 00:46:54,379 and not have to commit 18 hours a week to get that. 1055 00:46:55,887 --> 00:46:57,287 - Bill Phillips was one of those guys 1056 00:46:57,287 --> 00:47:00,588 when he came around with EAS, it was huge. 1057 00:47:00,588 --> 00:47:03,533 We were all taken and it seemed to work. 1058 00:47:03,533 --> 00:47:06,647 You know I think what made Bill Phillips so successful 1059 00:47:06,647 --> 00:47:09,151 is his marketing strategy was different. 1060 00:47:09,151 --> 00:47:11,551 He wasn't usin' the top bodybuilders. 1061 00:47:11,551 --> 00:47:14,588 He was usin' athletes and I think it was comin' 1062 00:47:14,588 --> 00:47:16,122 from a different point of view sometimes 1063 00:47:16,122 --> 00:47:17,570 where not only can you grow, 1064 00:47:17,570 --> 00:47:19,892 but we can help you with your condition. 1065 00:47:19,892 --> 00:47:22,042 So it was little different, but he worked. 1066 00:47:22,042 --> 00:47:24,530 Listen, he did very well for himself. 1067 00:47:24,530 --> 00:47:26,596 I remember when he first came to Gold's, 1068 00:47:26,596 --> 00:47:28,883 you know he didn't have much money. 1069 00:47:28,883 --> 00:47:31,238 I think since he was a bodybuilder, 1070 00:47:31,238 --> 00:47:33,788 I think that helped him creating the products. 1071 00:47:33,788 --> 00:47:35,346 And I think when people looked at him, 1072 00:47:35,346 --> 00:47:36,610 he was in great shape. 1073 00:47:36,610 --> 00:47:37,775 People admired him and say, 1074 00:47:37,775 --> 00:47:41,628 "Hey if this guy created this, I'm gonna try it." 1075 00:47:41,628 --> 00:47:46,545 - Bill Phillips was a visionary in that he took our culture 1076 00:47:47,447 --> 00:47:49,197 and he found a way to 1077 00:47:52,546 --> 00:47:57,546 make it open to people that were never gonna stand on stage 1078 00:47:58,137 --> 00:48:02,047 and that was the tipping point for this industry. 1079 00:48:02,047 --> 00:48:07,047 He basically opened that door that hey, I'm a professional. 1080 00:48:07,669 --> 00:48:09,466 You know, I work in an office. 1081 00:48:09,466 --> 00:48:10,308 I'm an attorney. 1082 00:48:10,308 --> 00:48:11,906 I'm this and that and you know what? 1083 00:48:11,906 --> 00:48:13,989 I still love working out. 1084 00:48:15,242 --> 00:48:19,769 I still love you know changing my physique for the better 1085 00:48:19,769 --> 00:48:23,841 and I'm never gonna get on stage and that's cool too. 1086 00:48:23,841 --> 00:48:27,588 I think that Joe Weider capitalized on 1087 00:48:27,588 --> 00:48:29,921 his passion for bodybuilding 1088 00:48:30,764 --> 00:48:32,823 and I think that he did a great job 1089 00:48:32,823 --> 00:48:36,992 of creating that tribe, that community of people like us 1090 00:48:36,992 --> 00:48:38,582 do things like this. 1091 00:48:38,582 --> 00:48:41,207 And you know you use Weider products 1092 00:48:41,207 --> 00:48:44,434 and you aspire to be Sergio Oliva. 1093 00:48:44,434 --> 00:48:48,642 You know, you aspire to be Arnold Schwarzenegger. 1094 00:48:48,642 --> 00:48:51,922 But what Bill said was you don't need to wanna be that guy. 1095 00:48:51,922 --> 00:48:54,619 You could be Danny Hester, right? 1096 00:48:54,619 --> 00:48:56,143 Not that Danny Hester's not phenomenal, 1097 00:48:56,143 --> 00:48:58,842 but you could be like someone more attainable. 1098 00:48:58,842 --> 00:49:00,948 He made it attainable for the average person 1099 00:49:00,948 --> 00:49:05,948 and I remember being there and working with EAS at the time. 1100 00:49:06,442 --> 00:49:10,109 And I remember a lot of heat that came about 1101 00:49:11,523 --> 00:49:13,983 when that transition with the magazine happened. 1102 00:49:13,983 --> 00:49:17,534 And you had some of the hardcore devotees 1103 00:49:17,534 --> 00:49:21,701 just not be cool and be aligned with opening it up 1104 00:49:22,666 --> 00:49:26,569 and opening that members-only club to the non-members. 1105 00:49:26,569 --> 00:49:29,925 He did a lot of people an enormous favor 1106 00:49:29,925 --> 00:49:32,423 by having the guts to do it 1107 00:49:32,423 --> 00:49:35,426 and he really, I think, is the most responsible 1108 00:49:35,426 --> 00:49:38,007 for the expansion of our industry. 1109 00:49:38,007 --> 00:49:41,543 - By the time Bill got together with Anthony Almada 1110 00:49:41,543 --> 00:49:42,903 and this is the next combination 1111 00:49:42,903 --> 00:49:44,766 between a science guy, Anthony Almada, 1112 00:49:44,766 --> 00:49:46,927 and Bill Phillips' famous marketing 1113 00:49:46,927 --> 00:49:48,445 that was now even more polished. 1114 00:49:48,445 --> 00:49:51,338 And now Bill Phillips had Muscle Media 2000, 1115 00:49:51,338 --> 00:49:53,143 which had the most innovative stories 1116 00:49:53,143 --> 00:49:55,247 about supplements and about nutrition 1117 00:49:55,247 --> 00:49:56,943 and they were trying out all. 1118 00:49:56,943 --> 00:49:58,127 They were the first guys to talk about 1119 00:49:58,127 --> 00:50:00,724 high-intensity interval training 25 years ago. 1120 00:50:00,724 --> 00:50:04,106 I mean these guys are hitting stuff that has come back 1121 00:50:04,106 --> 00:50:06,033 once or twice or three times since 1122 00:50:06,033 --> 00:50:07,647 and they hit this stuff first. 1123 00:50:07,647 --> 00:50:08,644 They were the first guys. 1124 00:50:08,644 --> 00:50:10,071 They had guys like Dan Duchaine 1125 00:50:10,071 --> 00:50:12,847 and they talk about supplement strategies 1126 00:50:12,847 --> 00:50:15,558 that might mimic the effects of drugs. 1127 00:50:15,558 --> 00:50:18,626 For people that really wanted you know the best results 1128 00:50:18,626 --> 00:50:20,177 outta their time in the gym, 1129 00:50:20,177 --> 00:50:22,181 these guys were feeding them all the information 1130 00:50:22,181 --> 00:50:23,623 exactly what they wanted. 1131 00:50:23,623 --> 00:50:26,903 So they became on a pedestal and they became the guys 1132 00:50:26,903 --> 00:50:29,626 that were properly informing the industry. 1133 00:50:29,626 --> 00:50:31,009 When you get the right science guy 1134 00:50:31,009 --> 00:50:32,386 and the right marketing guy together, 1135 00:50:32,386 --> 00:50:33,732 the sky's the limit back then. 1136 00:50:33,732 --> 00:50:37,315 (soft inspirational music) 1137 00:50:38,964 --> 00:50:43,663 - I believe that Bill Phillips didn't approach marketing 1138 00:50:43,663 --> 00:50:45,913 like Twinlabs or Universal. 1139 00:50:48,362 --> 00:50:51,402 They were competing against the Weiders, I believe. 1140 00:50:51,402 --> 00:50:54,152 When EAS is involved from MET-Rx, 1141 00:50:56,780 --> 00:50:59,226 I don't think that Bill Phillips looked at it as 1142 00:50:59,226 --> 00:51:02,623 I wanna compete against them, I wanna destroy them. 1143 00:51:02,623 --> 00:51:04,666 He was very competitive and he came up 1144 00:51:04,666 --> 00:51:07,226 with a whole different marketing scheme than anyone else 1145 00:51:07,226 --> 00:51:09,562 and that was giving a product for free. 1146 00:51:09,562 --> 00:51:11,242 I will give you something for free 1147 00:51:11,242 --> 00:51:13,684 and in return, they purchase something from him. 1148 00:51:13,684 --> 00:51:18,198 And so when Phosphagen came out, everybody used it. 1149 00:51:18,198 --> 00:51:20,932 I used it, my brother-in-law who didn't even compete used it 1150 00:51:20,932 --> 00:51:24,197 and people said it had a tangible feeling. 1151 00:51:24,197 --> 00:51:27,604 When you have a tangible feeling from a supplement, 1152 00:51:27,604 --> 00:51:29,642 I don't care if it doesn't do anything; 1153 00:51:29,642 --> 00:51:31,304 you're gonna keep taking it. 1154 00:51:31,304 --> 00:51:35,554 So that product would give people pumps like crazy. 1155 00:51:36,506 --> 00:51:38,186 I wish it was still out in the market, 1156 00:51:38,186 --> 00:51:39,237 I would take it today. 1157 00:51:39,237 --> 00:51:42,151 It was one of the best products ever. 1158 00:51:42,151 --> 00:51:45,023 When you took it, you trained, you got a pump. 1159 00:51:45,023 --> 00:51:48,063 End of story and you got a result from it. 1160 00:51:48,063 --> 00:51:51,462 - And I will never forget the day I met Bill Phillips. 1161 00:51:51,462 --> 00:51:53,722 So I go up to the penthouse suite 1162 00:51:53,722 --> 00:51:56,524 and I walk in and Bill Phillips and Kal Yee 1163 00:51:56,524 --> 00:51:59,010 were sitting in there on a couch. 1164 00:51:59,010 --> 00:52:02,487 And Bill Phillips just no real introduction, 1165 00:52:02,487 --> 00:52:06,098 he's a very focused, very driven man. 1166 00:52:06,098 --> 00:52:08,108 He said, "Take your shirt off." 1167 00:52:08,108 --> 00:52:09,745 So I said, "Okay." 1168 00:52:09,745 --> 00:52:11,117 I take my shirt off and Kal Yee says, 1169 00:52:11,117 --> 00:52:13,175 "Go stand in the sun right there." 1170 00:52:13,175 --> 00:52:14,466 So I'm like, "All right." 1171 00:52:14,466 --> 00:52:16,327 So I take my shirt off and I go stand in the sun 1172 00:52:16,327 --> 00:52:21,327 and they're like whispering back and forth to each other. 1173 00:52:21,801 --> 00:52:25,322 He says, "Go ahead and take your pants off. 1174 00:52:25,322 --> 00:52:26,887 I need to see your symmetry." 1175 00:52:26,887 --> 00:52:29,781 And I'm like okay, what'd I get myself into here, you know? 1176 00:52:29,781 --> 00:52:31,364 'Cause I heard all these stories 1177 00:52:31,364 --> 00:52:34,385 about what could happen in the industry. 1178 00:52:34,385 --> 00:52:36,806 But I trusted him, I knew it was nothin' weird. 1179 00:52:36,806 --> 00:52:37,804 Well I dropped my pants. 1180 00:52:37,804 --> 00:52:39,004 They're havin' me spin in circles 1181 00:52:39,004 --> 00:52:40,373 and they're really looking at me to the point 1182 00:52:40,373 --> 00:52:43,018 where they said, "Let us see your teeth." 1183 00:52:43,018 --> 00:52:44,903 And I was like. 1184 00:52:44,903 --> 00:52:48,146 So they were looking at me as a commodity, 1185 00:52:48,146 --> 00:52:50,823 as something that they could put on display 1186 00:52:50,823 --> 00:52:52,226 and that's really what they were goin' for. 1187 00:52:52,226 --> 00:52:55,182 They were looking for a team of guys 1188 00:52:55,182 --> 00:52:56,957 that could go out and represent this brand 1189 00:52:56,957 --> 00:53:00,026 at trade shows and events and that's what we did. 1190 00:53:00,026 --> 00:53:02,522 So I was, to my knowledge, one of the first guys 1191 00:53:02,522 --> 00:53:04,658 to get signed with the supplement deal with EAS 1192 00:53:04,658 --> 00:53:07,101 and it blew up from there. 1193 00:53:07,101 --> 00:53:09,882 - He really realized that marketing was critical. 1194 00:53:09,882 --> 00:53:12,246 So what he would actually do was he would fly in 1195 00:53:12,246 --> 00:53:13,903 some of the top marketers in the world. 1196 00:53:13,903 --> 00:53:15,649 So when we were at EAS offices, 1197 00:53:15,649 --> 00:53:17,023 he'd have Dan Kennedy in there, 1198 00:53:17,023 --> 00:53:19,708 Joe Polish, Ted Nicholas, Anthony Robbins. 1199 00:53:19,708 --> 00:53:21,785 And he would have all these people come in 1200 00:53:21,785 --> 00:53:23,343 and teach them about marketing. 1201 00:53:23,343 --> 00:53:25,809 You never heard this before from a supplement company 1202 00:53:25,809 --> 00:53:27,468 bringin' in these mainstream people 1203 00:53:27,468 --> 00:53:29,441 who were just marketing geniuses really 1204 00:53:29,441 --> 00:53:31,562 and authors and bestsellers. 1205 00:53:31,562 --> 00:53:36,248 They would bring 'em in and give us EAS you know employees 1206 00:53:36,248 --> 00:53:38,477 and Bill information about marketing. 1207 00:53:38,477 --> 00:53:41,583 But what he had that was a magic bullet 1208 00:53:41,583 --> 00:53:44,042 was a magazine called Muscle Media 1209 00:53:44,042 --> 00:53:46,117 and initially with Muscle Media 2000. 1210 00:53:46,117 --> 00:53:49,955 And what that did back then for him was it was a mouthpiece. 1211 00:53:49,955 --> 00:53:52,197 See, back in the day without you know 1212 00:53:52,197 --> 00:53:54,476 Internet and without phones, 1213 00:53:54,476 --> 00:53:56,800 we actually used this thing called magazines 1214 00:53:56,800 --> 00:53:58,800 and that was used to sell supplements. 1215 00:53:58,800 --> 00:53:59,956 If you didn't have magazines, 1216 00:53:59,956 --> 00:54:00,875 you could not sell supplements. 1217 00:54:00,875 --> 00:54:04,011 TV yes, but magazines were everything. 1218 00:54:04,011 --> 00:54:05,336 Everybody that trained, 1219 00:54:05,336 --> 00:54:08,156 their goal was to make it in a magazine, right? 1220 00:54:08,156 --> 00:54:10,833 I remember me working at EAS when I first got there 1221 00:54:10,833 --> 00:54:12,616 and I was competing, bodybuilding. 1222 00:54:12,616 --> 00:54:14,957 My whole goal in my mind was I gotta get that magazine. 1223 00:54:14,957 --> 00:54:17,115 I gotta be in Muscle Media, man. 1224 00:54:17,115 --> 00:54:18,938 And the first time they put me in the magazine, 1225 00:54:18,938 --> 00:54:21,416 ooh I told everybody. 1226 00:54:21,416 --> 00:54:22,733 Mama, we made it! 1227 00:54:22,733 --> 00:54:24,493 And I would carry that magazine in my car 1228 00:54:24,493 --> 00:54:25,896 and I would carry it everywhere. 1229 00:54:25,896 --> 00:54:26,867 I'd show the guys at the gym. 1230 00:54:26,867 --> 00:54:27,717 I'd be like, "Guys, look it. 1231 00:54:27,717 --> 00:54:29,251 I'm in you know Muscle Media. 1232 00:54:29,251 --> 00:54:31,214 I mean, you see that spread?" 1233 00:54:31,214 --> 00:54:34,816 So it was a proud moment for me, but that's what he did. 1234 00:54:34,816 --> 00:54:38,451 He actually used the magazine to sell his products 1235 00:54:38,451 --> 00:54:40,956 and what he realized was the more you tell, 1236 00:54:40,956 --> 00:54:42,294 the more you sell. 1237 00:54:42,294 --> 00:54:44,462 - He put integrity in his products. 1238 00:54:44,462 --> 00:54:47,022 He was concerned about the consumer 1239 00:54:47,022 --> 00:54:50,038 and he had research and development 1240 00:54:50,038 --> 00:54:52,337 to get the next best product. 1241 00:54:52,337 --> 00:54:53,548 So when you add integrity to his products, 1242 00:54:53,548 --> 00:54:54,922 if you had an EAS muscle shake 1243 00:54:54,922 --> 00:54:56,669 and you compared it to anything else, 1244 00:54:56,669 --> 00:55:00,029 I mean this greater protein was triple A plus 1245 00:55:00,029 --> 00:55:01,283 you know what I mean? 1246 00:55:01,283 --> 00:55:04,998 'Cause everything that he marketed, he took himself. 1247 00:55:04,998 --> 00:55:07,398 Everything he sold, he took himself. 1248 00:55:07,398 --> 00:55:08,476 So he wouldn't give out junk 1249 00:55:08,476 --> 00:55:11,334 'cause he wanted to be a living testament to his products. 1250 00:55:11,334 --> 00:55:13,014 And that's why he got a whole bunch 1251 00:55:13,014 --> 00:55:14,499 of just fit guys and fit girls 1252 00:55:14,499 --> 00:55:18,275 and we kinda like the catalyst to get things goin'. 1253 00:55:18,275 --> 00:55:19,857 The research and development was excellent. 1254 00:55:19,857 --> 00:55:22,577 He probably had the best scientists workin' for him. 1255 00:55:22,577 --> 00:55:25,374 He put on studies throughout the world, not just in America. 1256 00:55:25,374 --> 00:55:28,231 I mean he had studies in London, over in Spain, 1257 00:55:28,231 --> 00:55:30,116 over in I think Asia. 1258 00:55:30,116 --> 00:55:31,961 I mean, he really researched product. 1259 00:55:31,961 --> 00:55:34,210 And the other thing, component was Bill, 1260 00:55:34,210 --> 00:55:36,313 who was just to me, he was just a genius in the field 1261 00:55:36,313 --> 00:55:39,173 'cause he always looked for the next best product. 1262 00:55:39,173 --> 00:55:41,671 And he was the first guy to actually market creatine, 1263 00:55:41,671 --> 00:55:45,364 which was out there for years and he saw the benefits. 1264 00:55:45,364 --> 00:55:48,100 To me, it was like why wouldn't anyone else do it? 1265 00:55:48,100 --> 00:55:49,918 He recognized the benefits and he'd market it 1266 00:55:49,918 --> 00:55:51,353 and it was great. 1267 00:55:51,353 --> 00:55:53,692 And creatine was a supplement you got an instant response, 1268 00:55:53,692 --> 00:55:55,196 so it worked great. 1269 00:55:55,196 --> 00:55:56,900 Again, everything he put his name on 1270 00:55:56,900 --> 00:56:00,297 was an amazing product and he guaranteed results. 1271 00:56:00,297 --> 00:56:03,438 - And his first introduction into the supplement industry 1272 00:56:03,438 --> 00:56:05,765 was actually not his company. 1273 00:56:05,765 --> 00:56:08,281 It was a company called Calpharm 1274 00:56:08,281 --> 00:56:12,827 and that's how I got introduced to the whole EAS movement, 1275 00:56:12,827 --> 00:56:15,700 which is a whole 'nother topic on creatine. 1276 00:56:15,700 --> 00:56:19,436 But he started to help promote this Calpharm creatine 1277 00:56:19,436 --> 00:56:22,562 that I was manufacturing for them. 1278 00:56:22,562 --> 00:56:25,122 And over a course of a year and a half, 1279 00:56:25,122 --> 00:56:27,177 I think Bill saw how lucrative it was 1280 00:56:27,177 --> 00:56:29,425 and how much money was being generated; 1281 00:56:29,425 --> 00:56:33,142 that he now had a great following with that magazine. 1282 00:56:33,142 --> 00:56:35,403 He developed, I don't wanna say a cult, 1283 00:56:35,403 --> 00:56:38,297 but people just really admired what he wrote about. 1284 00:56:38,297 --> 00:56:41,300 Again, he was a genius, well-educated 1285 00:56:41,300 --> 00:56:43,518 and he talked the language. 1286 00:56:43,518 --> 00:56:47,238 And now we see direct marketing to consumers 1287 00:56:47,238 --> 00:56:49,895 where prior, you know Weider really went 1288 00:56:49,895 --> 00:56:52,638 more through the store chains. 1289 00:56:52,638 --> 00:56:55,881 - He would every month send us a big box of supplements 1290 00:56:55,881 --> 00:56:57,700 in anything we wanted. 1291 00:56:57,700 --> 00:56:59,477 That guy was on top of it like that. 1292 00:56:59,477 --> 00:57:02,641 Anytime you flew anywhere, you were flying in style. 1293 00:57:02,641 --> 00:57:04,561 You got picked up in limousines. 1294 00:57:04,561 --> 00:57:06,436 You were treated the absolute best. 1295 00:57:06,436 --> 00:57:09,201 Bill Phillips knew how to take care of his people, man. 1296 00:57:09,201 --> 00:57:12,081 And I'm forever grateful for that experience in my life. 1297 00:57:12,081 --> 00:57:14,977 - And you know, he really understood his market. 1298 00:57:14,977 --> 00:57:16,645 He understood that he needed to get into the household 1299 00:57:16,645 --> 00:57:17,936 of the everyday people. 1300 00:57:17,936 --> 00:57:19,195 He wanted to reach out to people 1301 00:57:19,195 --> 00:57:20,293 that wanted to get in shape. 1302 00:57:20,293 --> 00:57:22,352 Most people wanna drop weight and get toned. 1303 00:57:22,352 --> 00:57:24,213 They don't wanna get huge like bodybuilders. 1304 00:57:24,213 --> 00:57:25,480 And he understood that very well 1305 00:57:25,480 --> 00:57:27,907 and everything that he did was to set up his business 1306 00:57:27,907 --> 00:57:29,946 to actually tap into that market. 1307 00:57:29,946 --> 00:57:30,950 - [Announcer] Since 1993. 1308 00:57:30,950 --> 00:57:32,276 - [Woman] Designer Whey. 1309 00:57:32,276 --> 00:57:35,330 - [Announcer] New Designer Protein. 1310 00:57:35,330 --> 00:57:37,229 - David Jenkins was a pioneer in the industry 1311 00:57:37,229 --> 00:57:40,007 because he brought a product out called Designer Whey. 1312 00:57:40,007 --> 00:57:42,313 That was a instantized whey protein, 1313 00:57:42,313 --> 00:57:45,746 low-carb, low-fat, very easy to digest. 1314 00:57:45,746 --> 00:57:47,628 Very expensive at the time. 1315 00:57:47,628 --> 00:57:50,087 Jenkins was a former silver medalist in the Olympics, 1316 00:57:50,087 --> 00:57:52,991 I believe two times and I believe he was a food scientist. 1317 00:57:52,991 --> 00:57:54,324 Really had the academics 1318 00:57:54,324 --> 00:57:56,465 as well as he had the practical understanding 1319 00:57:56,465 --> 00:57:58,253 of what athletes were looking for. 1320 00:57:58,253 --> 00:58:02,521 - We were the first guys to instantize whey protein. 1321 00:58:02,521 --> 00:58:05,771 Very slow to begin, but I advertised it 1322 00:58:08,130 --> 00:58:11,047 in Bill Phillips' Muscle Media 2000 1323 00:58:12,653 --> 00:58:14,994 and the phone starts ringing. 1324 00:58:14,994 --> 00:58:18,366 Bill said this marketing was the best we could do 1325 00:58:18,366 --> 00:58:21,570 and we done Ultimate Orange at that time. 1326 00:58:21,570 --> 00:58:23,931 We branded it, started sellin' it 1327 00:58:23,931 --> 00:58:28,594 and then used a local agency to package it differently. 1328 00:58:28,594 --> 00:58:30,844 I mean, we were in plastic. 1329 00:58:31,954 --> 00:58:33,330 People like Champion and others 1330 00:58:33,330 --> 00:58:35,852 and Weider were all in cans, 1331 00:58:35,852 --> 00:58:38,649 so there was a differentiation for a local agency 1332 00:58:38,649 --> 00:58:40,184 and they branded it really different 1333 00:58:40,184 --> 00:58:42,130 in colors and this and that. 1334 00:58:42,130 --> 00:58:43,603 We moved to another agency in Bramley 1335 00:58:43,603 --> 00:58:45,520 and it really took off. 1336 00:58:47,476 --> 00:58:49,791 It really really took off. 1337 00:58:49,791 --> 00:58:51,275 - Over time, he launched 1338 00:58:51,275 --> 00:58:54,831 a pre-workout powder called Ultimate Orange 1339 00:58:54,831 --> 00:58:56,876 and this was the first pre-workout powder 1340 00:58:56,876 --> 00:58:58,575 that I'm aware of in the industry. 1341 00:58:58,575 --> 00:59:01,426 Although, there was things you could take like Ener-Carb 1342 00:59:01,426 --> 00:59:03,420 that Joe Weider created years ago 1343 00:59:03,420 --> 00:59:05,034 as a ready-to-drink. 1344 00:59:05,034 --> 00:59:06,941 This was the first traditional 1345 00:59:06,941 --> 00:59:10,648 caffeine/ephedrine-based pre-workout 1346 00:59:10,648 --> 00:59:13,391 that kinda led the market. 1347 00:59:13,391 --> 00:59:15,256 - What the great part about Ultimate Orange was 1348 00:59:15,256 --> 00:59:17,514 I was there when it was really being formulated. 1349 00:59:17,514 --> 00:59:19,711 I met Deshane, we worked a little bit together 1350 00:59:19,711 --> 00:59:22,693 when I was back with EAS and we saw the formulation 1351 00:59:22,693 --> 00:59:23,879 for Ultimate Orange. 1352 00:59:23,879 --> 00:59:26,107 When I first took it, I really thought it was rocket fuel. 1353 00:59:26,107 --> 00:59:28,031 I thought my heart was gonna explode. 1354 00:59:28,031 --> 00:59:29,903 I mean I had the greatest workout of my life. 1355 00:59:29,903 --> 00:59:33,319 But my god, the energy was off-the-charts, off-the-meter. 1356 00:59:33,319 --> 00:59:36,015 These are the days of caffeine, right? 1357 00:59:36,015 --> 00:59:37,840 These are the days of just coffee. 1358 00:59:37,840 --> 00:59:40,749 And not even Starbucks, but Dunkin' Donuts. 1359 00:59:40,749 --> 00:59:42,421 We had coffee at you know Taco Bell, 1360 00:59:42,421 --> 00:59:44,690 all these places we could get coffee at, right? 1361 00:59:44,690 --> 00:59:46,493 There was not even any Starbucks or anything like that. 1362 00:59:46,493 --> 00:59:49,453 So taking Ultimate Orange was literally 1363 00:59:49,453 --> 00:59:52,436 you felt like you were takin' like diesel, like rocket fuel. 1364 00:59:52,436 --> 00:59:54,538 It was one of the strongest pre-workouts 1365 00:59:54,538 --> 00:59:57,180 before there were pre-workouts made. 1366 00:59:57,180 --> 00:59:58,643 And I think what was unique about it 1367 00:59:58,643 --> 01:00:00,269 is it'd taste like Tang 1368 01:00:00,269 --> 01:00:01,387 and that was the kinda sell about it 1369 01:00:01,387 --> 01:00:03,728 is it'd taste like Tang, it launches your workout 1370 01:00:03,728 --> 01:00:05,139 and it really helped people 1371 01:00:05,139 --> 01:00:07,787 get further along in their workout program. 1372 01:00:07,787 --> 01:00:09,261 - Ultimate Orange in my opinion 1373 01:00:09,261 --> 01:00:12,864 was really the big, big pre-workout to hit the market. 1374 01:00:12,864 --> 01:00:15,337 It tasted like crap. 1375 01:00:15,337 --> 01:00:16,170 It was weird. 1376 01:00:16,170 --> 01:00:18,819 It was like kind of a mix of crushed up 1377 01:00:18,819 --> 01:00:21,724 orange Flintstone vitamins and just kinda like 1378 01:00:21,724 --> 01:00:25,244 a nasty generic orange Tang power mix, you know? 1379 01:00:25,244 --> 01:00:28,246 But we didn't taste stuff like that. 1380 01:00:28,246 --> 01:00:30,100 And the promise was listen, 1381 01:00:30,100 --> 01:00:31,739 you're gonna take this Ultimate Orange 1382 01:00:31,739 --> 01:00:33,314 and you're gonna be on fire in the gym 1383 01:00:33,314 --> 01:00:34,660 and you're gonna be focused 1384 01:00:34,660 --> 01:00:36,121 and you're gonna have all this energy. 1385 01:00:36,121 --> 01:00:40,036 And it blew up and this stuff was like crack to us. 1386 01:00:40,036 --> 01:00:44,439 - Ultimate Orange started almost similar to MET-Rx. 1387 01:00:44,439 --> 01:00:47,996 It was developed by a guy named Mike Zumpano, 1388 01:00:47,996 --> 01:00:49,652 who later on started his own company 1389 01:00:49,652 --> 01:00:51,537 called Champion Nutrition. 1390 01:00:51,537 --> 01:00:55,057 His flagship product for Champion was called Metabolol, 1391 01:00:55,057 --> 01:00:56,817 which coincidentally was supposed to be 1392 01:00:56,817 --> 01:00:59,159 the original name for MET-Rx. 1393 01:00:59,159 --> 01:01:00,710 Him and Connelly knew each other. 1394 01:01:00,710 --> 01:01:02,817 Zumpano was actually living in an apartment 1395 01:01:02,817 --> 01:01:06,281 above Gold's Gym in Venice and he gave it out to the people 1396 01:01:06,281 --> 01:01:09,364 at Gold's Gym for free to try it out. 1397 01:01:09,364 --> 01:01:13,857 And sure enough, you know he said it was like a pre-workout. 1398 01:01:13,857 --> 01:01:17,260 It would really get 'em through their workout and it did. 1399 01:01:17,260 --> 01:01:19,217 It became very popular. 1400 01:01:19,217 --> 01:01:22,439 So later on, I don't think that Zumpano 1401 01:01:22,439 --> 01:01:24,039 ever marketed Ultimate Orange. 1402 01:01:24,039 --> 01:01:26,710 But what would happen was that Dan Duchaine, 1403 01:01:26,710 --> 01:01:30,914 he got involved with a company called Next Nutrition. 1404 01:01:30,914 --> 01:01:34,041 And Next Nutrition, they also came on the scene 1405 01:01:34,041 --> 01:01:38,218 around the same time as EAS in the early '90s. 1406 01:01:38,218 --> 01:01:41,153 But anyway, Next Nutrition came out 1407 01:01:41,153 --> 01:01:44,414 with a commercialized version of Ultimate Orange. 1408 01:01:44,414 --> 01:01:47,779 Dan Duchaine brought it over to Next Nutrition. 1409 01:01:47,779 --> 01:01:52,779 Unfortunately the original formula would contain ephedrine. 1410 01:01:52,796 --> 01:01:56,455 Ephedrine was derived from a herb called ma huang. 1411 01:01:56,455 --> 01:01:59,297 Ephedrine got into some trouble later on 1412 01:01:59,297 --> 01:02:01,686 in the late '90s, early 2000s 1413 01:02:01,686 --> 01:02:04,281 because it was supposedly linked 1414 01:02:04,281 --> 01:02:07,329 to heart attacks and strokes, which I never believed. 1415 01:02:07,329 --> 01:02:08,580 I investigated it. 1416 01:02:08,580 --> 01:02:11,432 I believe it was almost all bogus. 1417 01:02:11,432 --> 01:02:14,820 Because unless you had preexisting cardiovascular problems, 1418 01:02:14,820 --> 01:02:16,156 ephedrine was safe. 1419 01:02:16,156 --> 01:02:18,076 I used ephedrine for many years myself, 1420 01:02:18,076 --> 01:02:19,413 never had a single problem. 1421 01:02:19,413 --> 01:02:21,492 But Ultimate Orange basically lasted 1422 01:02:21,492 --> 01:02:24,337 until the ephedrine was pulled off the market 1423 01:02:24,337 --> 01:02:26,599 by the Food and Drug Administration 1424 01:02:26,599 --> 01:02:30,276 and then Ultimate Orange just kinda disappeared after that. 1425 01:02:30,276 --> 01:02:33,776 (energetic hip-hop music) 1426 01:02:35,937 --> 01:02:38,564 - Hot Stuff was another innovator that disrupted things 1427 01:02:38,564 --> 01:02:41,735 because they created the all-in-one concept. 1428 01:02:41,735 --> 01:02:43,575 So with all these different ingredients 1429 01:02:43,575 --> 01:02:45,404 that the consumers wanted to be in, 1430 01:02:45,404 --> 01:02:46,342 they wanted to be on Boron, 1431 01:02:46,342 --> 01:02:48,080 they wanted to be on (indistinct). 1432 01:02:48,080 --> 01:02:50,579 They wanted to be on Smilax, Siberian ginseng. 1433 01:02:50,579 --> 01:02:52,342 They wanted to be on all these things. 1434 01:02:52,342 --> 01:02:53,839 What this clever marketer did 1435 01:02:53,839 --> 01:02:55,499 was they just put it all into one 1436 01:02:55,499 --> 01:02:57,958 and said, "Why use 50 different products 1437 01:02:57,958 --> 01:03:01,716 when you could just take one and get great results?" 1438 01:03:01,716 --> 01:03:04,422 - (chuckles) Hot Stuff was one of the most unique products 1439 01:03:04,422 --> 01:03:05,840 I have ever taken. 1440 01:03:05,840 --> 01:03:08,182 Listen, you would pour Hot Stuff into a cup of water 1441 01:03:08,182 --> 01:03:12,118 and just all kinda stuff would be floating around in it. 1442 01:03:12,118 --> 01:03:14,358 And it was all these different ingredients 1443 01:03:14,358 --> 01:03:16,691 and it was hellish to drink. 1444 01:03:17,638 --> 01:03:19,439 Everyone was takin' Ultimate Orange 1445 01:03:19,439 --> 01:03:22,294 and they were takin' Hot Stuff. 1446 01:03:22,294 --> 01:03:23,424 - Hot Stuff, we'd call it 1447 01:03:23,424 --> 01:03:27,062 everything and the sink with the kitchen. 1448 01:03:27,062 --> 01:03:29,345 We thought there can't be this many ingredients in there 1449 01:03:29,345 --> 01:03:30,578 in these amounts. 1450 01:03:30,578 --> 01:03:32,411 The math doesn't work. 1451 01:03:33,418 --> 01:03:35,200 I never tried Hot Stuff. 1452 01:03:35,200 --> 01:03:38,358 It was too hot for me to handle. 1453 01:03:38,358 --> 01:03:40,483 - In the progression, well you had Twinlab 1454 01:03:40,483 --> 01:03:43,360 and you had with Muscular Development magazine. 1455 01:03:43,360 --> 01:03:45,885 You had the Weider nutrition with their magazine 1456 01:03:45,885 --> 01:03:48,153 with Muscle Fitness and Flex and Men's Fitness I believe 1457 01:03:48,153 --> 01:03:49,398 launched around them. 1458 01:03:49,398 --> 01:03:52,104 You had another entity in Muscle Media 1459 01:03:52,104 --> 01:03:54,000 and you had all of Bill Phillips' supplements 1460 01:03:54,000 --> 01:03:54,998 that were there. 1461 01:03:54,998 --> 01:03:59,269 The next game-changer in that was MuscleTech. 1462 01:03:59,269 --> 01:04:01,436 MuscleTech started in 1995 1463 01:04:02,379 --> 01:04:04,998 as a direct-to-consumer supplement company. 1464 01:04:04,998 --> 01:04:06,560 They launched with three products: 1465 01:04:06,560 --> 01:04:10,227 Creatine 6000-ES, Hydroxycut and Acetabolan. 1466 01:04:11,314 --> 01:04:14,163 The combination was sold as a kit direct-to-consumer. 1467 01:04:14,163 --> 01:04:16,262 It had a tremendous amount of success. 1468 01:04:16,262 --> 01:04:18,593 I mean you really can't beat ephedrine and caffeine 1469 01:04:18,593 --> 01:04:21,659 as a fat burner and creatine as a muscle-building product 1470 01:04:21,659 --> 01:04:24,498 and a test support product with branched-chain amino acids. 1471 01:04:24,498 --> 01:04:27,160 It was great idea to put those together. 1472 01:04:27,160 --> 01:04:30,436 At that time, the owner was a guy named Paul Gardner. 1473 01:04:30,436 --> 01:04:33,918 He was indeed the bodybuilding hardcore consumer 1474 01:04:33,918 --> 01:04:36,836 and he knew what would work and what would appeal to him 1475 01:04:36,836 --> 01:04:38,477 and he used that in his marketing 1476 01:04:38,477 --> 01:04:40,318 and he was selling efficacious products. 1477 01:04:40,318 --> 01:04:43,281 He was on the cutting edge studying what Twinlab was doing, 1478 01:04:43,281 --> 01:04:46,680 what SportPharma was doing which was a player at the time. 1479 01:04:46,680 --> 01:04:49,810 What Weider was doing and what obviously 1480 01:04:49,810 --> 01:04:52,414 EAS was doing, MET-Rx was doing. 1481 01:04:52,414 --> 01:04:54,165 So he played within those areas 1482 01:04:54,165 --> 01:04:58,143 and he was not arrogant enough to think that 1483 01:04:58,143 --> 01:05:03,143 he couldn't have something to learn from these companies. 1484 01:05:03,155 --> 01:05:05,435 He had no problem learning from these companies 1485 01:05:05,435 --> 01:05:06,958 and just doing his own thing, 1486 01:05:06,958 --> 01:05:11,112 but he also had no problem in marketing the products. 1487 01:05:11,112 --> 01:05:15,048 - MuscleTech with their alignment with MuscleMag 1488 01:05:15,048 --> 01:05:18,131 was really able to go that next level 1489 01:05:19,672 --> 01:05:23,172 with turning advertisements into articles, 1490 01:05:25,471 --> 01:05:26,873 into editorial pieces 1491 01:05:26,873 --> 01:05:30,250 to the point where it was difficult at times 1492 01:05:30,250 --> 01:05:32,287 to tell whether you were reading an article 1493 01:05:32,287 --> 01:05:34,716 and learning about something that you really wanted 1494 01:05:34,716 --> 01:05:37,164 or if it was actually a sales piece. 1495 01:05:37,164 --> 01:05:38,532 So I think what they really did 1496 01:05:38,532 --> 01:05:42,010 was tap into the old Ogilvy that direct marketing. 1497 01:05:42,010 --> 01:05:46,650 And I'm not sure who it was that was responsible for that, 1498 01:05:46,650 --> 01:05:48,970 but it was a bit of genius. 1499 01:05:48,970 --> 01:05:51,391 - They also had Greg Kovacs at the time 1500 01:05:51,391 --> 01:05:54,064 who was considered to be marketed anyways 1501 01:05:54,064 --> 01:05:56,388 as the next Mr. Olympia winner. 1502 01:05:56,388 --> 01:05:57,588 And you're talkin' about an athlete 1503 01:05:57,588 --> 01:06:00,087 who at one point was 420 pounds. 1504 01:06:00,087 --> 01:06:01,930 Nobody had seen people that big before. 1505 01:06:01,930 --> 01:06:04,507 So at trade shows, people would be in awe 1506 01:06:04,507 --> 01:06:05,930 at that time with the person. 1507 01:06:05,930 --> 01:06:08,367 And although he never won a pro show 1508 01:06:08,367 --> 01:06:10,796 and he never became Mr. Olympia obviously, 1509 01:06:10,796 --> 01:06:13,428 he was one of the most popular athletes 1510 01:06:13,428 --> 01:06:15,233 in the history of the sport 1511 01:06:15,233 --> 01:06:17,951 because people just wanted to see the freakshow. 1512 01:06:17,951 --> 01:06:20,010 The publisher of MuscleMag, Bob Kennedy, 1513 01:06:20,010 --> 01:06:22,330 had a major effect on Paul Gardner 1514 01:06:22,330 --> 01:06:25,268 because he taught him a lot of the things 1515 01:06:25,268 --> 01:06:27,242 that were working with the readership 1516 01:06:27,242 --> 01:06:28,831 and were not working with the readership 1517 01:06:28,831 --> 01:06:31,167 and he was a good mentor to him. 1518 01:06:31,167 --> 01:06:35,000 But Paul Gardner is not just a average person. 1519 01:06:36,489 --> 01:06:38,236 A lot of people in the industry 1520 01:06:38,236 --> 01:06:40,877 who never really got to know the person 1521 01:06:40,877 --> 01:06:42,916 chance it up to lock and things. 1522 01:06:42,916 --> 01:06:46,028 This guy was a genius with what he did. 1523 01:06:46,028 --> 01:06:50,450 Photographic memory of detail on what he did, a math expert. 1524 01:06:50,450 --> 01:06:52,321 He surrounded himself with a great team, 1525 01:06:52,321 --> 01:06:54,073 had developed some great products 1526 01:06:54,073 --> 01:06:57,031 and was not afraid to spend on research. 1527 01:06:57,031 --> 01:06:59,651 This is one of the things that a lot of companies get wrong. 1528 01:06:59,651 --> 01:07:03,050 They think that MuscleTech didn't have any research. 1529 01:07:03,050 --> 01:07:05,631 But to this day, I know of no other company 1530 01:07:05,631 --> 01:07:08,671 who has more research funded than MuscleTech. 1531 01:07:08,671 --> 01:07:10,716 They had funded countless university studies. 1532 01:07:10,716 --> 01:07:14,907 They've done bursaries for scholarships for students. 1533 01:07:14,907 --> 01:07:16,111 They do a lot of these things 1534 01:07:16,111 --> 01:07:17,984 that they actually haven't even marketed. 1535 01:07:17,984 --> 01:07:20,911 You'll see now that they own part 1536 01:07:20,911 --> 01:07:23,647 of the school of University of Toronto 1537 01:07:23,647 --> 01:07:27,569 and they became a performance arm of the whole school. 1538 01:07:27,569 --> 01:07:30,749 So if you can name any other company in the industry 1539 01:07:30,749 --> 01:07:33,052 that actually has that, I'd be surprised. 1540 01:07:33,052 --> 01:07:34,849 - You know, there's rumors that Robert Kennedy 1541 01:07:34,849 --> 01:07:37,182 was the owner of MuscleTech. 1542 01:07:38,377 --> 01:07:40,147 Honestly, I don't know. 1543 01:07:40,147 --> 01:07:41,614 He always denied it. 1544 01:07:41,614 --> 01:07:43,793 But then again, Jeff Everson denied 1545 01:07:43,793 --> 01:07:45,420 being one of the owners of MET-Rx 1546 01:07:45,420 --> 01:07:47,372 and he was one of the original owners. 1547 01:07:47,372 --> 01:07:48,948 So you don't know what the truth is there. 1548 01:07:48,948 --> 01:07:51,615 But the point is that MuscleTech 1549 01:07:54,399 --> 01:07:56,071 really got the ball rolling 1550 01:07:56,071 --> 01:07:59,706 and MuscleTech just started growing exponentially. 1551 01:07:59,706 --> 01:08:02,200 And they became literally the 800-pound gorilla 1552 01:08:02,200 --> 01:08:03,946 of the supplement business. 1553 01:08:03,946 --> 01:08:06,338 At one point, I think just one of their products. 1554 01:08:06,338 --> 01:08:08,213 I remember one of their products alone, 1555 01:08:08,213 --> 01:08:09,800 I don't remember which one it was 1556 01:08:09,800 --> 01:08:11,480 was making 60 million a year. 1557 01:08:11,480 --> 01:08:14,098 Just one product they were selling. 1558 01:08:14,098 --> 01:08:15,384 Hydroxycut, that's it. 1559 01:08:15,384 --> 01:08:16,687 Yeah, Hydroxycut. 1560 01:08:16,687 --> 01:08:19,450 That fat burner was making 60 million a year. 1561 01:08:19,450 --> 01:08:22,585 One product and they had a whole line of products. 1562 01:08:22,585 --> 01:08:25,503 (heavy rock music) 1563 01:08:26,607 --> 01:08:29,908 - [Alex] Founded in 2001, BSN made a huge impact 1564 01:08:29,908 --> 01:08:34,006 by sponsoring the reigning Mr. Olympia, Ronnie Coleman. 1565 01:08:34,006 --> 01:08:35,538 - [Ronnie] This is my gym. 1566 01:08:35,538 --> 01:08:36,569 This is how I train. 1567 01:08:36,569 --> 01:08:38,719 - So Scott James and Chris Ferguson 1568 01:08:38,719 --> 01:08:40,348 started this amazing company, BSN. 1569 01:08:40,348 --> 01:08:42,254 Not only did they get Ronnie Coleman, 1570 01:08:42,254 --> 01:08:44,762 but they also got Monica Brandt at the peak. 1571 01:08:44,762 --> 01:08:47,106 So they had two really top-tier athletes. 1572 01:08:47,106 --> 01:08:49,408 In fact, Ronnie Coleman's contract 1573 01:08:49,408 --> 01:08:51,197 was the biggest in bodybuilding, 1574 01:08:51,197 --> 01:08:52,807 you know history at that time. 1575 01:08:52,807 --> 01:08:53,901 It was more than half a million. 1576 01:08:53,901 --> 01:08:56,764 So at that time, those two athletes together 1577 01:08:56,764 --> 01:08:58,621 were a powerhouse and it was shocking 1578 01:08:58,621 --> 01:09:01,645 that Ronnie came over from MET-Rx. 1579 01:09:01,645 --> 01:09:04,746 But BSN did it and that's why that actually kinda grew 1580 01:09:04,746 --> 01:09:07,246 in numbers and volume as well. 1581 01:09:08,200 --> 01:09:11,584 - Back in the day taking N.O.-XPLODE for the first time, 1582 01:09:11,584 --> 01:09:14,863 it was a unique very different experience. 1583 01:09:14,863 --> 01:09:18,450 They were doin' really cool things and this pre-workout, 1584 01:09:18,450 --> 01:09:20,987 it got you fired up in a different kinda way. 1585 01:09:20,987 --> 01:09:23,584 You know, this was not a fat burner pump you up. 1586 01:09:23,584 --> 01:09:25,424 This was pumping agents. 1587 01:09:25,424 --> 01:09:27,407 This was energy ingredients. 1588 01:09:27,407 --> 01:09:28,665 This was something to take 1589 01:09:28,665 --> 01:09:30,702 your workouts to different levels. 1590 01:09:30,702 --> 01:09:32,048 And in my opinion, 1591 01:09:32,048 --> 01:09:35,965 they really set the stage for the pre-workout. 1592 01:09:37,153 --> 01:09:40,028 - This is how I train. (growls) 1593 01:09:40,028 --> 01:09:42,944 (heavy rock music) 1594 01:09:44,870 --> 01:09:48,452 (intense intriguing music) 1595 01:09:58,745 --> 01:10:02,163 - It markets to the hardcore in a way 1596 01:10:02,163 --> 01:10:06,180 where it's not fluffy, it's not foo-foo, 1597 01:10:06,180 --> 01:10:09,532 it's not anything but gritty, black-and-white ads. 1598 01:10:09,532 --> 01:10:11,809 If you remember Mike Morrice ad 1599 01:10:11,809 --> 01:10:15,603 where he had throw up in front of him 1600 01:10:15,603 --> 01:10:17,295 after he did a set of squats. 1601 01:10:17,295 --> 01:10:19,076 I mean, what other company did that? 1602 01:10:19,076 --> 01:10:20,562 You're actually putting out an ad 1603 01:10:20,562 --> 01:10:23,153 where you got a guy with puke in front of him. 1604 01:10:23,153 --> 01:10:24,212 That's awesome. 1605 01:10:24,212 --> 01:10:25,273 That's what I like. 1606 01:10:25,273 --> 01:10:26,330 Now how many times I called home 1607 01:10:26,330 --> 01:10:28,236 and say, "Hey, I threw up today. 1608 01:10:28,236 --> 01:10:29,492 I trained legs." 1609 01:10:29,492 --> 01:10:32,148 I mean my wife would be like, "You're gross." 1610 01:10:32,148 --> 01:10:33,325 Like, "No, this is awesome. 1611 01:10:33,325 --> 01:10:34,157 I had a great workout. 1612 01:10:34,157 --> 01:10:36,075 I puked my brains out." 1613 01:10:36,996 --> 01:10:38,495 Most people can't relate to that. 1614 01:10:38,495 --> 01:10:41,761 The animal market relates to that. 1615 01:10:41,761 --> 01:10:45,344 (intense intriguing music) 1616 01:10:47,855 --> 01:10:49,535 - [Alex] And the next giant of the industry 1617 01:10:49,535 --> 01:10:51,679 was building itself up. 1618 01:10:51,679 --> 01:10:52,960 - Optimum Nutrition was a brand 1619 01:10:52,960 --> 01:10:55,730 that was created by the distributor Costello, 1620 01:10:55,730 --> 01:10:57,295 which was a Costello family. 1621 01:10:57,295 --> 01:10:58,966 It's a family based in Chicago, 1622 01:10:58,966 --> 01:11:01,804 just outside of Chicago and they were the ones 1623 01:11:01,804 --> 01:11:05,898 who brought the five-pound protein to market. 1624 01:11:05,898 --> 01:11:08,698 They also had their own manufacturing capabilities. 1625 01:11:08,698 --> 01:11:10,541 So they were able to make it themselves, 1626 01:11:10,541 --> 01:11:13,332 sell it to stores themselves of their own brand 1627 01:11:13,332 --> 01:11:14,840 which allowed them to have 1628 01:11:14,840 --> 01:11:17,460 what's called vertical integration. 1629 01:11:17,460 --> 01:11:21,818 Over time, the company Glanbia actually acquired them 1630 01:11:21,818 --> 01:11:23,862 and they did this because they knew 1631 01:11:23,862 --> 01:11:25,258 the kinda sales they were doing 1632 01:11:25,258 --> 01:11:27,987 'cause they were selling protein powder to them. 1633 01:11:27,987 --> 01:11:30,796 Glanbia's one of the largest companies in the industry. 1634 01:11:30,796 --> 01:11:34,398 They own fields in Ireland that have the cows, 1635 01:11:34,398 --> 01:11:37,221 that have the processing factories 1636 01:11:37,221 --> 01:11:41,357 that drive the milk and convert it into whey, 1637 01:11:41,357 --> 01:11:42,727 convert it into cheese. 1638 01:11:42,727 --> 01:11:45,585 But if you had your own brand that had amazing distribution, 1639 01:11:45,585 --> 01:11:48,136 you're going completely vertical integration 1640 01:11:48,136 --> 01:11:51,975 from the dairy fields to the consumer's cupboard. 1641 01:11:51,975 --> 01:11:54,858 So this was a huge, huge play in the market. 1642 01:11:54,858 --> 01:11:57,656 Over time, Glanbia would acquire more companies. 1643 01:11:57,656 --> 01:11:59,647 They also acquired BSN 1644 01:11:59,647 --> 01:12:01,818 and that was an interesting acquisition 1645 01:12:01,818 --> 01:12:04,458 because BSN was a lot more edgy. 1646 01:12:04,458 --> 01:12:06,208 It was a lot younger. 1647 01:12:08,156 --> 01:12:11,813 The ingredients were all super cutting-edge, 1648 01:12:11,813 --> 01:12:12,976 super edgy. 1649 01:12:12,976 --> 01:12:15,618 Glanbia's went on to then acquire Isopure. 1650 01:12:15,618 --> 01:12:17,117 This was a big play in the industry 1651 01:12:17,117 --> 01:12:19,437 'cause Isopure was regarded by the consumers 1652 01:12:19,437 --> 01:12:22,098 as the most premium isolate in the world. 1653 01:12:22,098 --> 01:12:26,886 Also they had the RTB business with their Isopure. 1654 01:12:26,886 --> 01:12:28,226 - [Ronnie] Yeah, buddy. 1655 01:12:28,226 --> 01:12:29,884 Let's do this. 1656 01:12:29,884 --> 01:12:32,505 - [Alex] Ronnie Coleman eventually left BSN 1657 01:12:32,505 --> 01:12:36,621 and in 2011 launched Ronnie Coleman Signature Series 1658 01:12:36,621 --> 01:12:38,133 with partner Brendan Ahern. 1659 01:12:38,133 --> 01:12:40,121 - [Ronnie] Yeah, buddy! 1660 01:12:40,121 --> 01:12:41,743 - [Alex] One of the fastest-growing companies 1661 01:12:41,743 --> 01:12:44,680 in the industry, Coleman now sells his line 1662 01:12:44,680 --> 01:12:46,513 in over 120 countries. 1663 01:12:47,601 --> 01:12:48,876 - He really stepped it up with this one. 1664 01:12:48,876 --> 01:12:49,945 Absolutely fantastic, yup. 1665 01:12:49,945 --> 01:12:52,862 (heavy rock music) 1666 01:12:55,875 --> 01:12:58,791 (soft piano music) 1667 01:13:04,661 --> 01:13:07,395 - [Alex] In 2012, the emerging Canadian brand Mutant 1668 01:13:07,395 --> 01:13:09,887 was looking for a new athlete to sponsor 1669 01:13:09,887 --> 01:13:13,842 and I suggested my long-time friend Rich Piana. 1670 01:13:13,842 --> 01:13:15,508 - Hey, Rich Piana here with my new line: 1671 01:13:15,508 --> 01:13:16,642 Love It, Kill It. 1672 01:13:16,642 --> 01:13:19,406 Gotta check it out on illpumpyouup.com. 1673 01:13:19,406 --> 01:13:21,764 - [Alex] I had trying to get Rich more exposure 1674 01:13:21,764 --> 01:13:24,127 after his Mr. California win, 1675 01:13:24,127 --> 01:13:26,329 but he was a hard sell at the time. 1676 01:13:26,329 --> 01:13:28,407 The magazines didn't want to feature him 1677 01:13:28,407 --> 01:13:31,463 and only published the occasional photo. 1678 01:13:31,463 --> 01:13:33,331 I hired him for some catalog work, 1679 01:13:33,331 --> 01:13:37,164 but supplement companies just didn't want to sponsor him. 1680 01:13:37,164 --> 01:13:39,767 They said that in his 40s, he was too old. 1681 01:13:39,767 --> 01:13:41,285 They didn't like the tattoos 1682 01:13:41,285 --> 01:13:44,663 and he was already retired from competition. 1683 01:13:44,663 --> 01:13:46,682 But creative director Ryan Keller 1684 01:13:46,682 --> 01:13:49,487 had the idea of producing a webisode series 1685 01:13:49,487 --> 01:13:53,287 around Rich and his California lifestyle. 1686 01:13:53,287 --> 01:13:56,706 It was titled "Leave Humanity Behind." 1687 01:13:56,706 --> 01:13:59,702 I brought on master composer Mustafa Avsaroglu 1688 01:13:59,702 --> 01:14:01,871 to compose an original score 1689 01:14:01,871 --> 01:14:05,973 and what happened next was completely unexpected. 1690 01:14:05,973 --> 01:14:10,223 (inspirational orchestral music) 1691 01:14:10,223 --> 01:14:12,760 - The Rich Piana phenomenon 1692 01:14:12,760 --> 01:14:16,858 was probably the most unbelievable thing 1693 01:14:16,858 --> 01:14:19,079 I've ever seen in the industry. 1694 01:14:19,079 --> 01:14:23,717 I've never seen anything in 28 years I've been around 1695 01:14:23,717 --> 01:14:25,300 explode like he did 1696 01:14:26,380 --> 01:14:30,298 and change so many aspects of marketing, sales. 1697 01:14:34,263 --> 01:14:37,629 You know, everything about the industry was altered 1698 01:14:37,629 --> 01:14:41,462 by Rich Piana's you know arrival on the scene. 1699 01:14:45,702 --> 01:14:47,782 - I don't think anybody realized 1700 01:14:47,782 --> 01:14:52,425 how many people there were left that weren't targeted 1701 01:14:52,425 --> 01:14:54,686 by what the big companies were doing 1702 01:14:54,686 --> 01:14:56,621 and Rich somehow tapped into it. 1703 01:14:56,621 --> 01:14:59,487 I don't think Rich even realized. 1704 01:14:59,487 --> 01:15:01,923 I think Rich sorta fluked out in a way. 1705 01:15:01,923 --> 01:15:04,106 He thought I'm just gonna be as real as I can be 1706 01:15:04,106 --> 01:15:05,956 and there's a crowd out there 1707 01:15:05,956 --> 01:15:09,567 and the crowd turned out to be huge. 1708 01:15:09,567 --> 01:15:11,866 There's all these people that felt kind of ignored 1709 01:15:11,866 --> 01:15:13,525 by the industry a little bit 1710 01:15:13,525 --> 01:15:16,245 because they were never gonna be the state champ 1711 01:15:16,245 --> 01:15:18,577 or the IFBB pro or whatever. 1712 01:15:19,657 --> 01:15:22,565 And they were never gonna get used in an ad 1713 01:15:22,565 --> 01:15:25,146 and they were never gonna be that guy. 1714 01:15:25,146 --> 01:15:29,228 And Rich somehow managed to attract the attention 1715 01:15:30,331 --> 01:15:32,805 of this massive number of people 1716 01:15:32,805 --> 01:15:35,605 that loved the gym and loved the lifestyle 1717 01:15:35,605 --> 01:15:38,707 and loved the subculture of being different. 1718 01:15:38,707 --> 01:15:40,894 And you know the sorta deviant, 1719 01:15:40,894 --> 01:15:43,978 social rejection type of thing, right? 1720 01:15:43,978 --> 01:15:46,005 I mean that was Rich. 1721 01:15:46,005 --> 01:15:48,638 I mean he was everything that society hated. 1722 01:15:48,638 --> 01:15:52,263 I mean he was the absolute pinnacle of you know 1723 01:15:52,263 --> 01:15:55,430 what is rejected by the cultural norm. 1724 01:15:56,981 --> 01:15:58,624 - You know when I started doin' well in bodybuilding, 1725 01:15:58,624 --> 01:16:00,469 I thought my phone was gonna ring off the hook. 1726 01:16:00,469 --> 01:16:01,811 You know, people woulda been callin' me and sayin', 1727 01:16:01,811 --> 01:16:04,023 "Rich Piana, we need you," you know? 1728 01:16:04,023 --> 01:16:05,291 "We want you," you know? 1729 01:16:05,291 --> 01:16:06,249 Blah blah blah, you know? 1730 01:16:06,249 --> 01:16:08,556 The next day, you know my phone didn't ring. 1731 01:16:08,556 --> 01:16:13,273 - I think a lot of the people that were attracted to Rich. 1732 01:16:13,273 --> 01:16:17,333 You know there was obviously the obvious crowd 1733 01:16:17,333 --> 01:16:19,771 with the Dickie shorts and the Love It, Kill It tank tops 1734 01:16:19,771 --> 01:16:22,452 and the tattoos and they kinda came from 1735 01:16:22,452 --> 01:16:23,716 you know maybe a rougher place. 1736 01:16:23,716 --> 01:16:26,351 I mean we all saw them in the lineup at the expo 1737 01:16:26,351 --> 01:16:29,804 and they made up a pretty grand portion of his fan base. 1738 01:16:29,804 --> 01:16:32,440 But that's not where it stopped. 1739 01:16:32,440 --> 01:16:35,807 It went all the way to like I've had lawyers in ties go, 1740 01:16:35,807 --> 01:16:37,567 "Hey, you know Rich Piana." 1741 01:16:37,567 --> 01:16:40,527 I've had cops say, "Hey, you know Rich Piana." 1742 01:16:40,527 --> 01:16:42,728 "You worked out with Rich Piana." 1743 01:16:42,728 --> 01:16:44,537 I've had people come up to me in restaurants 1744 01:16:44,537 --> 01:16:47,749 that don't look like they've ever seen a gym 1745 01:16:47,749 --> 01:16:50,202 and they're like, "Hey," you know, "you know Rich." 1746 01:16:50,202 --> 01:16:51,871 "You're friends with Rich." 1747 01:16:51,871 --> 01:16:55,010 I mean that was crazy how far the reach was on that. 1748 01:16:55,010 --> 01:16:57,646 It was something the industry has never. 1749 01:16:57,646 --> 01:16:59,650 I don't think the industry ever dreamed 1750 01:16:59,650 --> 01:17:01,767 that they could reach those people 1751 01:17:01,767 --> 01:17:04,311 with anything they did, you know? 1752 01:17:04,311 --> 01:17:06,616 Like no supplement company has ever reached 1753 01:17:06,616 --> 01:17:11,010 you know a suburban housewife with like a ad 1754 01:17:11,010 --> 01:17:12,887 with a guy doin' a most muscular, 1755 01:17:12,887 --> 01:17:16,169 but somehow Rich got to those people. 1756 01:17:16,169 --> 01:17:17,387 - [Alex] In a matter of months, 1757 01:17:17,387 --> 01:17:22,103 Rich Piana became the most popular bodybuilder online 1758 01:17:22,103 --> 01:17:24,743 and later went on to launch his own supplement line 1759 01:17:24,743 --> 01:17:27,519 using his 5% clothing brand. 1760 01:17:27,519 --> 01:17:30,242 - I'm here to motivate, keep you pushin' to the next level. 1761 01:17:30,242 --> 01:17:34,230 Whatever it takes, gotta keep killin' it, 5%ers. 1762 01:17:34,230 --> 01:17:35,324 - [Ron] You know he was pretty upset 1763 01:17:35,324 --> 01:17:38,748 at the amount of time and energy and money and work 1764 01:17:38,748 --> 01:17:40,862 and you know the investment that he put in 1765 01:17:40,862 --> 01:17:42,383 to try to be a pro bodybuilder 1766 01:17:42,383 --> 01:17:43,985 and I think he was a little bit, 1767 01:17:43,985 --> 01:17:47,082 you know maybe embarrassed about it to a degree. 1768 01:17:47,082 --> 01:17:49,857 - Is it more important for me to look good for myself 1769 01:17:49,857 --> 01:17:51,992 or more important for me to look good for those judges 1770 01:17:51,992 --> 01:17:54,383 so I can win that $5 trophy? 1771 01:17:54,383 --> 01:17:56,922 - Everybody's tried something that they love 1772 01:17:56,922 --> 01:17:59,621 and they weren't quite good enough to do it, you know? 1773 01:17:59,621 --> 01:18:01,532 I mean you know The Rock talks about 1774 01:18:01,532 --> 01:18:03,976 how he wasn't good enough for the NFL, you know? 1775 01:18:03,976 --> 01:18:05,517 He talked about it all the time. 1776 01:18:05,517 --> 01:18:07,119 He mentions it constantly. 1777 01:18:07,119 --> 01:18:08,344 You know, "I'm a field football player." 1778 01:18:08,344 --> 01:18:09,762 You know, he says that. 1779 01:18:09,762 --> 01:18:12,823 I mean Rich did that with bodybuilding. 1780 01:18:12,823 --> 01:18:14,962 You know I'm a failed bodybuilder. 1781 01:18:14,962 --> 01:18:17,246 I wasn't good enough; I didn't make it. 1782 01:18:17,246 --> 01:18:21,771 But that doesn't mean I can't be hugely successful 1783 01:18:21,771 --> 01:18:25,623 and I think everyone has a bit of that in them. 1784 01:18:25,623 --> 01:18:27,818 There's something that everyone kinda looks back on 1785 01:18:27,818 --> 01:18:29,971 and goes man, you know I wanted that so bad 1786 01:18:29,971 --> 01:18:31,885 and it didn't happen for me. 1787 01:18:31,885 --> 01:18:34,861 And so anybody who had any of that in them, 1788 01:18:34,861 --> 01:18:37,463 I mean Rich spoke to them in a way. 1789 01:18:37,463 --> 01:18:39,303 - You know, the glass is always half-full. 1790 01:18:39,303 --> 01:18:40,900 And whenever you look at anything, 1791 01:18:40,900 --> 01:18:43,468 you could either find the positive or find the negative. 1792 01:18:43,468 --> 01:18:46,982 And you know you'll be so much happier 1793 01:18:46,982 --> 01:18:48,423 and you'll enjoy life so much more 1794 01:18:48,423 --> 01:18:50,445 when you're bein' positive 1795 01:18:50,445 --> 01:18:52,303 and you're lookin' for the positive. 1796 01:18:52,303 --> 01:18:54,791 - [Alex] 5% Nutrition exploded on the scene 1797 01:18:54,791 --> 01:18:57,357 and its legacy lives on today, 1798 01:18:57,357 --> 01:19:00,857 stronger than ever even after his passing. 1799 01:19:03,082 --> 01:19:05,032 (inspirational orchestral music) 1800 01:19:05,032 --> 01:19:08,383 By this time, the industry had created gigantic brands 1801 01:19:08,383 --> 01:19:10,782 and one could say that today the market is flooded 1802 01:19:10,782 --> 01:19:13,603 with all types of supplements used by people 1803 01:19:13,603 --> 01:19:17,797 who engage in some kind of physical activity. 1804 01:19:17,797 --> 01:19:20,163 Market growth is far from slowing down. 1805 01:19:20,163 --> 01:19:22,303 It's actually been growing consistently 1806 01:19:22,303 --> 01:19:24,719 at around 8% every year. 1807 01:19:25,722 --> 01:19:29,103 Questions about sports supplements remain. 1808 01:19:29,103 --> 01:19:32,522 Do they have any benefit at all on athletic performance? 1809 01:19:32,522 --> 01:19:34,106 Can they build muscle and lose fat 1810 01:19:34,106 --> 01:19:36,004 like the advertising says? 1811 01:19:36,004 --> 01:19:38,143 If they don't, why do we continue 1812 01:19:38,143 --> 01:19:40,862 to buy them at an increasing pace? 1813 01:19:40,862 --> 01:19:45,784 And if they do work, are they 100% safe for us? 1814 01:19:45,784 --> 01:19:47,594 Let's take a look at some of the basic supplements 1815 01:19:47,594 --> 01:19:49,151 most commonly used. 1816 01:19:49,151 --> 01:19:52,741 (inspirational orchestral music) 1817 01:19:52,741 --> 01:19:56,799 - Whey interestingly enough actually was a waste product 1818 01:19:56,799 --> 01:19:58,508 of cheese manufacturing. 1819 01:19:58,508 --> 01:20:01,787 They have countless companies selling whey, 1820 01:20:01,787 --> 01:20:03,526 but there's three basic kinds 1821 01:20:03,526 --> 01:20:05,386 that the consumer has to know about. 1822 01:20:05,386 --> 01:20:08,407 The first one is called whey concentrate. 1823 01:20:08,407 --> 01:20:10,648 Whey concentrate has anywhere 1824 01:20:10,648 --> 01:20:14,232 from 'bout 72 up to maybe 87% protein. 1825 01:20:15,182 --> 01:20:17,264 It contains some lactose. 1826 01:20:18,386 --> 01:20:19,924 The feature of whey concentrate, 1827 01:20:19,924 --> 01:20:22,948 it has what they call bioactive peptides in there 1828 01:20:22,948 --> 01:20:25,367 which have a lot of health benefits. 1829 01:20:25,367 --> 01:20:27,047 Then you have whey isolate, 1830 01:20:27,047 --> 01:20:32,047 which is the highest whey protein as far as protein content. 1831 01:20:32,671 --> 01:20:35,264 It's 90% or more. 1832 01:20:35,264 --> 01:20:38,522 But whey actually does have a biological value of 105 1833 01:20:38,522 --> 01:20:40,407 which is the highest biological value 1834 01:20:40,407 --> 01:20:42,572 of any known food protein. 1835 01:20:42,572 --> 01:20:45,779 So whey isolate is very pure protein. 1836 01:20:45,779 --> 01:20:48,807 90%, very little lactose. 1837 01:20:48,807 --> 01:20:53,383 The third type of whey protein is called whey hydrolysate 1838 01:20:53,383 --> 01:20:56,603 and this is basically a predigested protein. 1839 01:20:56,603 --> 01:21:00,369 The feature is that it's digested very rapidly 1840 01:21:00,369 --> 01:21:02,306 and a couple of studies showed 1841 01:21:02,306 --> 01:21:04,486 that it increases workout recovery. 1842 01:21:04,486 --> 01:21:08,039 (dramatic orchestral music) 1843 01:21:08,039 --> 01:21:10,287 Creatine is a natural substance. 1844 01:21:10,287 --> 01:21:13,880 It's made in the body from three amino acids: 1845 01:21:13,880 --> 01:21:16,242 arginine, methionine and glycine. 1846 01:21:16,242 --> 01:21:18,802 Imagine having a second battery in your car. 1847 01:21:18,802 --> 01:21:21,084 So when the first battery goes dead, 1848 01:21:21,084 --> 01:21:22,820 the second battery kicks in. 1849 01:21:22,820 --> 01:21:25,482 That's basically what creatine supplements are. 1850 01:21:25,482 --> 01:21:26,480 That's what they do. 1851 01:21:26,480 --> 01:21:30,447 Creatine is so heavily-researched, every week, 1852 01:21:30,447 --> 01:21:34,962 almost every day, there's another study on creatine. 1853 01:21:34,962 --> 01:21:37,143 I mean more recently it's been found to exert 1854 01:21:37,143 --> 01:21:40,460 some beneficial neurochemical effects in the brain. 1855 01:21:40,460 --> 01:21:42,958 But it also serves as a buffer in muscle, 1856 01:21:42,958 --> 01:21:44,983 it helps soak up some of the acid 1857 01:21:44,983 --> 01:21:47,520 that produces fatigue when you workout. 1858 01:21:47,520 --> 01:21:50,478 It stimulates a anabolic hormone in muscle 1859 01:21:50,478 --> 01:21:53,084 called Insulin-like growth factor-1 1860 01:21:53,084 --> 01:21:55,882 and it attracts water to cells, 1861 01:21:55,882 --> 01:21:58,559 which is called cellular hydration. 1862 01:21:58,559 --> 01:22:00,722 And when cells are hydrated, they're anabolic. 1863 01:22:00,722 --> 01:22:03,240 So creatine does a number of things. 1864 01:22:03,240 --> 01:22:05,666 In fact, a lotta people think that any weight 1865 01:22:05,666 --> 01:22:09,800 you know any gain you make from creatine is water. 1866 01:22:09,800 --> 01:22:12,722 You see if you look at the way creatine works, 1867 01:22:12,722 --> 01:22:14,661 it really does help build muscle. 1868 01:22:14,661 --> 01:22:16,297 There is some water retention involved. 1869 01:22:16,297 --> 01:22:17,864 There's no question about it, 1870 01:22:17,864 --> 01:22:20,742 but it really does help build muscle too. 1871 01:22:20,742 --> 01:22:23,462 - I personally wasn't a huge fan of monohydrate. 1872 01:22:23,462 --> 01:22:24,295 Did I take it? 1873 01:22:24,295 --> 01:22:25,128 Absolutely. 1874 01:22:25,128 --> 01:22:26,324 I took it for years. 1875 01:22:26,324 --> 01:22:29,341 I found my gains on monohydrate were great 1876 01:22:29,341 --> 01:22:30,737 and then when you came off, 1877 01:22:30,737 --> 01:22:33,369 I always felt like I was losing everything. 1878 01:22:33,369 --> 01:22:34,800 The new creatines. 1879 01:22:34,800 --> 01:22:37,814 The new creatine isolates, hydrochlorides. 1880 01:22:37,814 --> 01:22:39,222 They're exciting. 1881 01:22:39,222 --> 01:22:44,222 They pump you up and get you hard stronger, faster, bigger. 1882 01:22:44,620 --> 01:22:47,084 But without the big water weight and I loved that 1883 01:22:47,084 --> 01:22:49,180 and I think that's where the market 1884 01:22:49,180 --> 01:22:50,540 is really moving these days. 1885 01:22:50,540 --> 01:22:53,199 People wanna keep their abs while they're on their creatine 1886 01:22:53,199 --> 01:22:56,007 and that was hard to do with the old-school 1887 01:22:56,007 --> 01:22:59,174 water weight, water-gaining creatines. 1888 01:23:00,380 --> 01:23:03,467 (light orchestral music) 1889 01:23:03,467 --> 01:23:05,467 - So before pre-workouts came along, 1890 01:23:05,467 --> 01:23:08,005 I think people relied on a banana maybe 1891 01:23:08,005 --> 01:23:09,340 and a cup of coffee and that was it 1892 01:23:09,340 --> 01:23:11,110 and their own motivation. 1893 01:23:11,110 --> 01:23:15,522 But then as the advancements of pre-workouts are surfaced, 1894 01:23:15,522 --> 01:23:18,587 people could see the actual benefits to them. 1895 01:23:18,587 --> 01:23:21,707 So then the banana and coffee went away 1896 01:23:21,707 --> 01:23:24,681 and then the body was primed for the pre-workout, 1897 01:23:24,681 --> 01:23:28,098 so that's exactly where the industry ran. 1898 01:23:29,107 --> 01:23:30,825 - What it does is it really gives you 1899 01:23:30,825 --> 01:23:32,886 that boost of energy in the gym. 1900 01:23:32,886 --> 01:23:34,725 Sometimes you don't feel like goin' to the gym, 1901 01:23:34,725 --> 01:23:36,406 sometimes you're a little bit tired. 1902 01:23:36,406 --> 01:23:39,446 It gives you that boost in energy so you can stay focused 1903 01:23:39,446 --> 01:23:40,587 and so you can get to the gym 1904 01:23:40,587 --> 01:23:44,448 even wen you're not having the most energized day. 1905 01:23:44,448 --> 01:23:45,587 - You know it's one of those things 1906 01:23:45,587 --> 01:23:46,949 where it's never been proven. 1907 01:23:46,949 --> 01:23:50,790 But every bodybuilder I would say who has trained 1908 01:23:50,790 --> 01:23:53,888 who has used you know arginine-AKG or arginine 1909 01:23:53,888 --> 01:23:58,107 or citrulline, you can feel the nitric oxide effect. 1910 01:23:58,107 --> 01:24:00,389 You can feel you know the pumps, 1911 01:24:00,389 --> 01:24:02,867 so I do believe in that and I think that you know again 1912 01:24:02,867 --> 01:24:05,245 arginine is great for muscle building 1913 01:24:05,245 --> 01:24:09,746 for increasing that whole nitric oxide production. 1914 01:24:09,746 --> 01:24:12,503 - All right, here we are at Mr. Olympia. 1915 01:24:12,503 --> 01:24:14,705 The energy is electric. 1916 01:24:14,705 --> 01:24:16,386 Thousands and thousands of people. 1917 01:24:16,386 --> 01:24:17,383 They are ready. 1918 01:24:17,383 --> 01:24:18,434 Now watch this; this how cool it is. 1919 01:24:18,434 --> 01:24:20,626 One, two, three, yell! 1920 01:24:20,626 --> 01:24:25,351 (crowd shouting) (soft inspirational music) 1921 01:24:25,351 --> 01:24:27,031 It is my honor. 1922 01:24:27,031 --> 01:24:28,391 I love you guys! 1923 01:24:28,391 --> 01:24:31,308 - [Alex] What was originally born as a minuscule niche 1924 01:24:31,308 --> 01:24:35,490 popularized in California is now a global phenomenon. 1925 01:24:35,490 --> 01:24:38,589 With over $40 billion a year in sales, 1926 01:24:38,589 --> 01:24:40,210 the sports supplement industry 1927 01:24:40,210 --> 01:24:43,191 has reached every corner of the world. 1928 01:24:43,191 --> 01:24:45,043 But despite increasing popularity 1929 01:24:45,043 --> 01:24:47,008 and general public acceptance, 1930 01:24:47,008 --> 01:24:49,295 sports supplements have many detractors 1931 01:24:49,295 --> 01:24:51,468 that want to control the industry 1932 01:24:51,468 --> 01:24:53,228 and have you obtain a prescription 1933 01:24:53,228 --> 01:24:57,809 before you're free to buy any dietary supplement. 1934 01:24:57,809 --> 01:24:59,590 This is actually not a new trend. 1935 01:24:59,590 --> 01:25:01,146 (dramatic orchestral music) 1936 01:25:01,146 --> 01:25:02,034 - [Man] Freeze! 1937 01:25:02,034 --> 01:25:03,165 - Hey guys, guys. 1938 01:25:03,165 --> 01:25:05,175 It's only vitamins. 1939 01:25:05,175 --> 01:25:07,443 - And that can actually happen. 1940 01:25:07,443 --> 01:25:10,145 - What you've just seen were public service announcements 1941 01:25:10,145 --> 01:25:12,587 made by some of us in the entertainment industry 1942 01:25:12,587 --> 01:25:16,065 to bring our concerns about the FDA's proposed rules 1943 01:25:16,065 --> 01:25:18,419 for enforcing the nutritional label. 1944 01:25:18,419 --> 01:25:20,603 - If they pass legislation basically making 1945 01:25:20,603 --> 01:25:23,886 any type of food supplement a prescription item, 1946 01:25:23,886 --> 01:25:26,764 that would be the end, the death 1947 01:25:26,764 --> 01:25:29,362 of the entire food supplement industry. 1948 01:25:29,362 --> 01:25:31,326 Over, done, gone. 1949 01:25:31,326 --> 01:25:32,995 Even though it's making billions now, 1950 01:25:32,995 --> 01:25:35,945 it would be just a fond memory. 1951 01:25:35,945 --> 01:25:38,733 This is what will happen with food supplements. 1952 01:25:38,733 --> 01:25:41,130 Let's say that they're oral prescription items. 1953 01:25:41,130 --> 01:25:42,643 You know, you go to your doc. 1954 01:25:42,643 --> 01:25:43,942 "Doc, I wanna take this weight gain. 1955 01:25:43,942 --> 01:25:45,246 I wanna take this pre-workout." 1956 01:25:45,246 --> 01:25:47,907 Doc goes, "No, no way! 1957 01:25:47,907 --> 01:25:49,841 "That stuff, we don't know what's in that. 1958 01:25:49,841 --> 01:25:51,055 No way! 1959 01:25:51,055 --> 01:25:52,673 I'm not gonna give you." 1960 01:25:52,673 --> 01:25:55,103 It's gonna kill the industry; bottom line. 1961 01:25:55,103 --> 01:25:59,526 - When the new GMP's went into place back in '93, 1962 01:25:59,526 --> 01:26:01,257 the dietary supplement industry 1963 01:26:01,257 --> 01:26:04,398 became the number two most regulated industry: 1964 01:26:04,398 --> 01:26:08,478 nuclear, dietary supplements, pharmaceutical. 1965 01:26:08,478 --> 01:26:10,898 We are more regulated than drugs. 1966 01:26:10,898 --> 01:26:13,268 Now what the mass media gets confused 1967 01:26:13,268 --> 01:26:15,321 is they wanna compare us with drugs 1968 01:26:15,321 --> 01:26:18,543 and say, well you don't have to do the clinical trials 1969 01:26:18,543 --> 01:26:21,817 that drugs have to do, therefore you're unregulated. 1970 01:26:21,817 --> 01:26:26,318 And that's unfair because the difference between a drug 1971 01:26:26,318 --> 01:26:28,857 and a supplement is one thing: 1972 01:26:28,857 --> 01:26:30,681 A drug can make a claim. 1973 01:26:30,681 --> 01:26:34,217 A dietary supplement is not allowed to have a side effect. 1974 01:26:34,217 --> 01:26:35,663 I always say the pharmaceutical 1975 01:26:35,663 --> 01:26:38,476 has to have a minimum of 100 side effects 1976 01:26:38,476 --> 01:26:40,137 in order for it to be a drug. 1977 01:26:40,137 --> 01:26:43,416 - So DSHEA, Dietary Supplement Health Education Act, 1978 01:26:43,416 --> 01:26:48,249 was a law that was written in place to kinda separate a food 1979 01:26:48,249 --> 01:26:52,314 from a drug and an OTC and it made a middle-ground area 1980 01:26:52,314 --> 01:26:54,138 and that's dietary supplements. 1981 01:26:54,138 --> 01:26:56,378 And a dietary supplement goes through 1982 01:26:56,378 --> 01:26:59,178 all the same checks and balances, regulations. 1983 01:26:59,178 --> 01:27:01,255 It is regulated. 1984 01:27:01,255 --> 01:27:02,857 You'll never hear an FDA person say 1985 01:27:02,857 --> 01:27:04,655 that our industry's not regulated. 1986 01:27:04,655 --> 01:27:08,528 It's under the same guidelines as the FDA's guidelines 1987 01:27:08,528 --> 01:27:11,291 for good manufacturing for foods and drugs. 1988 01:27:11,291 --> 01:27:14,117 It's our playbook, so to speak. 1989 01:27:14,117 --> 01:27:17,098 - We must be registered as a manufacturer with the FDA. 1990 01:27:17,098 --> 01:27:18,858 If you're not, it's against the law. 1991 01:27:18,858 --> 01:27:20,335 First off, it's a surprise visit. 1992 01:27:20,335 --> 01:27:24,017 And they come in and you need to allow the FDA, 1993 01:27:24,017 --> 01:27:25,318 they have jurisdiction. 1994 01:27:25,318 --> 01:27:27,844 They wanna see if you have procedures in place 1995 01:27:27,844 --> 01:27:30,405 to ensure GMPs are bein' met. 1996 01:27:30,405 --> 01:27:32,623 They'll look at your testing processes. 1997 01:27:32,623 --> 01:27:35,117 They'll look at your manufacturing process. 1998 01:27:35,117 --> 01:27:36,511 They'll look at your training logs. 1999 01:27:36,511 --> 01:27:39,409 Are your employees trained under GMP guidelines? 2000 01:27:39,409 --> 01:27:41,263 They look at your complaint logs. 2001 01:27:41,263 --> 01:27:43,837 Are consumers complaining about your product 2002 01:27:43,837 --> 01:27:45,628 and what are you doin' about the complaints? 2003 01:27:45,628 --> 01:27:47,893 If the complaint is an issue, 2004 01:27:47,893 --> 01:27:50,794 then us as a regulated industry, 2005 01:27:50,794 --> 01:27:53,402 we must get to the root of the complaint; why? 2006 01:27:53,402 --> 01:27:56,279 Because if you get to the root of the complaint, 2007 01:27:56,279 --> 01:27:57,538 then you know how to solve it 2008 01:27:57,538 --> 01:28:00,737 and you eliminate that risk from your facility. 2009 01:28:00,737 --> 01:28:02,702 So the FDA does a very, very good job 2010 01:28:02,702 --> 01:28:05,503 of ensuring that the manufacturers 2011 01:28:05,503 --> 01:28:10,018 are controlling the safety of the manufactured goods. 2012 01:28:10,018 --> 01:28:12,615 - The reality of the supplement industry is that 2013 01:28:12,615 --> 01:28:14,980 regulations and the enforcement 2014 01:28:14,980 --> 01:28:17,481 is kind of a gray area to a certain extent 2015 01:28:17,481 --> 01:28:20,498 and you know there are regulations in place. 2016 01:28:20,498 --> 01:28:21,893 A lotta people kind of like say, 2017 01:28:21,893 --> 01:28:23,276 "Oh the FDA's not involved 2018 01:28:23,276 --> 01:28:24,487 and there's not these regulation," 2019 01:28:24,487 --> 01:28:26,053 but they really are. 2020 01:28:26,053 --> 01:28:28,418 The enforcement is kind of the questionable side of it 2021 01:28:28,418 --> 01:28:30,820 and how do they really get a handle on this monster. 2022 01:28:30,820 --> 01:28:33,565 And so what we're big fans of here at PricePlow 2023 01:28:33,565 --> 01:28:34,745 and what we believe in is that 2024 01:28:34,745 --> 01:28:36,815 it's not necessarily the government's job 2025 01:28:36,815 --> 01:28:37,648 to have to do that. 2026 01:28:37,648 --> 01:28:41,271 But outlets like ourselves can do our homework, 2027 01:28:41,271 --> 01:28:43,634 we can look at the data, we can understand the research 2028 01:28:43,634 --> 01:28:47,478 and we can inform the consumers and educate them 2029 01:28:47,478 --> 01:28:50,121 to if something is pixie-dusted or amino-spiked 2030 01:28:50,121 --> 01:28:52,476 or doesn't give you enough active ingredients. 2031 01:28:52,476 --> 01:28:56,075 And I think that's the price foundation is what we call 'em, 2032 01:28:56,075 --> 01:28:58,451 but our community is becoming educated. 2033 01:28:58,451 --> 01:29:00,293 If I post a video and it's something 2034 01:29:00,293 --> 01:29:02,535 that only has two grams of citrulline malate in it, 2035 01:29:02,535 --> 01:29:04,439 they're gonna say that's under dose, I'm not buyin' it. 2036 01:29:04,439 --> 01:29:05,782 And it's amazing, you know? 2037 01:29:05,782 --> 01:29:07,719 And I think that's gonna be the future. 2038 01:29:07,719 --> 01:29:09,992 I think that outlets like ourselves 2039 01:29:09,992 --> 01:29:11,460 are going to hold supplement companies 2040 01:29:11,460 --> 01:29:12,960 accountable internally 2041 01:29:12,960 --> 01:29:15,567 and not necessarily through government organizations. 2042 01:29:15,567 --> 01:29:19,191 - We are more regulated than a food, 2043 01:29:19,191 --> 01:29:20,834 but yet foods get a pass. 2044 01:29:20,834 --> 01:29:23,491 Like you put a nutrition facts panel on a label 2045 01:29:23,491 --> 01:29:25,782 and then you're a food, right? 2046 01:29:25,782 --> 01:29:29,476 You don't have to validate that it's safe. 2047 01:29:29,476 --> 01:29:31,945 You don't have to do the stability testing 2048 01:29:31,945 --> 01:29:36,018 to say that your food's in the right amounts. 2049 01:29:36,018 --> 01:29:37,305 There's an assumption of safety. 2050 01:29:37,305 --> 01:29:42,035 You go get a protein pasta or go get a meal replacement. 2051 01:29:42,035 --> 01:29:45,751 Protein pasta is a food; nutrition facts. 2052 01:29:45,751 --> 01:29:48,018 You go get a meal replacement 2053 01:29:48,018 --> 01:29:51,239 and it's a dietary supplement under DSHAE, 2054 01:29:51,239 --> 01:29:52,679 one's not under DSHE. 2055 01:29:52,679 --> 01:29:54,278 But go look at your ingredient list 2056 01:29:54,278 --> 01:29:56,751 and you're gonna see protein blends. 2057 01:29:56,751 --> 01:29:58,293 It's the same stuff. 2058 01:29:58,293 --> 01:30:00,236 You see fortification in one. 2059 01:30:00,236 --> 01:30:04,268 You see vitamin mineral premix, fortification in another. 2060 01:30:04,268 --> 01:30:05,791 What makes them different? 2061 01:30:05,791 --> 01:30:07,079 Nothing. 2062 01:30:07,079 --> 01:30:10,835 One is one you bake and one you add with water and shake up. 2063 01:30:10,835 --> 01:30:13,260 Why should that be radically different? 2064 01:30:13,260 --> 01:30:15,180 They demonize dietary supplements, 2065 01:30:15,180 --> 01:30:16,831 but they say all you need is real food. 2066 01:30:16,831 --> 01:30:18,796 Well what's a real food? 2067 01:30:18,796 --> 01:30:19,980 - A lotta people tell me 2068 01:30:19,980 --> 01:30:22,940 that a dietary supplement industry's completely unregulated. 2069 01:30:22,940 --> 01:30:24,415 It's the wild-wild west out there. 2070 01:30:24,415 --> 01:30:25,740 It's a free-for-all. 2071 01:30:25,740 --> 01:30:28,059 That could not be further from the truth. 2072 01:30:28,059 --> 01:30:31,778 There is some regulation in the dietary supplement industry. 2073 01:30:31,778 --> 01:30:34,105 There are some guidelines by the FDA. 2074 01:30:34,105 --> 01:30:37,660 In fact, the FDA actually has something called the ODS 2075 01:30:37,660 --> 01:30:39,716 which is the Office of Dietary Supplements. 2076 01:30:39,716 --> 01:30:43,516 This is a division that actually looks at supplements 2077 01:30:43,516 --> 01:30:45,698 and investigates supplements regularly. 2078 01:30:45,698 --> 01:30:48,759 And they do checks of supplement manufacturers 2079 01:30:48,759 --> 01:30:50,230 and do quality control checks 2080 01:30:50,230 --> 01:30:53,476 to get them to CGMP and other things as well. 2081 01:30:53,476 --> 01:30:56,258 And in fact if a product is shown to be harmful, 2082 01:30:56,258 --> 01:30:58,236 they'll take it off the market immediately 2083 01:30:58,236 --> 01:31:01,853 as they did with ephedrine and ephedrol and ma huang. 2084 01:31:01,853 --> 01:31:03,181 - I think raw ingredients 2085 01:31:03,181 --> 01:31:04,916 are the single-most important thing 2086 01:31:04,916 --> 01:31:06,632 and they're one of the most overlooked things. 2087 01:31:06,632 --> 01:31:09,172 I think science is you know kinda catching up 2088 01:31:09,172 --> 01:31:10,651 and people are becoming more aware 2089 01:31:10,651 --> 01:31:11,582 of what doses they should take 2090 01:31:11,582 --> 01:31:13,369 and what's beneficial and whatnot. 2091 01:31:13,369 --> 01:31:14,656 But the actual raw ingredient, 2092 01:31:14,656 --> 01:31:16,514 I think that'll be the next real trend 2093 01:31:16,514 --> 01:31:17,955 that we're gonna see in the industry 2094 01:31:17,955 --> 01:31:19,577 on where things are coming from. 2095 01:31:19,577 --> 01:31:21,389 Not all citrulline's created equal. 2096 01:31:21,389 --> 01:31:23,853 Not all ashwagandha's created equal. 2097 01:31:23,853 --> 01:31:25,643 - Some of the medical journals today, 2098 01:31:25,643 --> 01:31:28,712 you know the doctors who never even studied nutrition. 2099 01:31:28,712 --> 01:31:30,138 They're certainly not experts. 2100 01:31:30,138 --> 01:31:34,275 I get a personal peeve when I see vitamin bottles that say, 2101 01:31:34,275 --> 01:31:36,195 "Consult your physician." 2102 01:31:36,195 --> 01:31:37,235 Consult you physician? 2103 01:31:37,235 --> 01:31:38,458 You might as well consult 2104 01:31:38,458 --> 01:31:39,832 the next guy you meet on the street. 2105 01:31:39,832 --> 01:31:42,550 They don't know a damn thing about vitamins and nutrition. 2106 01:31:42,550 --> 01:31:45,212 They don't study it as part of their medical curriculum. 2107 01:31:45,212 --> 01:31:47,352 They know how to recognize nutritional deficiencies. 2108 01:31:47,352 --> 01:31:51,370 But ask 'em the benefits of certain supplements 2109 01:31:51,370 --> 01:31:52,778 or why would I need it, 2110 01:31:52,778 --> 01:31:54,806 they're gonna look at you as blank as anybody. 2111 01:31:54,806 --> 01:31:56,618 They don't know anything. 2112 01:31:56,618 --> 01:31:58,047 So the thing is you know 2113 01:31:58,047 --> 01:32:01,415 you have to get these nutrients 2114 01:32:01,415 --> 01:32:04,128 or you're gonna get messed up and you supplement 2115 01:32:04,128 --> 01:32:07,210 what you're not getting in your diet. 2116 01:32:09,402 --> 01:32:11,871 These medical journals, what I was gonna say. 2117 01:32:11,871 --> 01:32:13,909 These medical journals today, they're coming out. 2118 01:32:13,909 --> 01:32:16,786 All supplements are completely needless and useless. 2119 01:32:16,786 --> 01:32:20,098 To me, that borders on medical malpractice 2120 01:32:20,098 --> 01:32:23,083 to tell people who aren't getting these nutrients 2121 01:32:23,083 --> 01:32:25,276 in food not to take supplements 2122 01:32:25,276 --> 01:32:27,389 so that they don't get nutritional deficiencies. 2123 01:32:27,389 --> 01:32:31,365 That to me, borders on medical malpractice. 2124 01:32:31,365 --> 01:32:32,956 - I think people are looking for shortcuts 2125 01:32:32,956 --> 01:32:35,116 and I think they're looking for a way 2126 01:32:35,116 --> 01:32:37,573 to avoid doin' the research. 2127 01:32:37,573 --> 01:32:38,946 It's a quicker answer. 2128 01:32:38,946 --> 01:32:40,831 It's a faster fix. 2129 01:32:40,831 --> 01:32:43,050 Tryin' to fix this issue that they're having 2130 01:32:43,050 --> 01:32:44,126 with not getting the results 2131 01:32:44,126 --> 01:32:46,647 that they're dreamin' of getting. 2132 01:32:46,647 --> 01:32:48,362 - The reason why consumers buy supplements 2133 01:32:48,362 --> 01:32:50,105 is they wanna get there faster. 2134 01:32:50,105 --> 01:32:52,299 That could mean that they get their health faster. 2135 01:32:52,299 --> 01:32:53,684 They could get the doctor says 2136 01:32:53,684 --> 01:32:55,106 that their cholesterol's high. 2137 01:32:55,106 --> 01:32:56,800 They wanna use a supplement 2138 01:32:56,800 --> 01:32:59,186 that's going to get their cholesterol down faster 2139 01:32:59,186 --> 01:33:00,964 than diet or exercise alone. 2140 01:33:00,964 --> 01:33:03,722 Sometimes consumers don't want to diet 2141 01:33:03,722 --> 01:33:05,266 or they don't wanna exercise. 2142 01:33:05,266 --> 01:33:08,989 I never forgot this obese lady one time said, 2143 01:33:08,989 --> 01:33:12,850 "The reason I use diet pills is I don't wanna diet," 2144 01:33:12,850 --> 01:33:14,887 and it makes sense. 2145 01:33:14,887 --> 01:33:16,976 People that want to build more muscle, 2146 01:33:16,976 --> 01:33:18,427 they wanna build it faster. 2147 01:33:18,427 --> 01:33:19,787 They don't wanna wait. 2148 01:33:19,787 --> 01:33:22,722 So they may be doing diet, they may be doing training. 2149 01:33:22,722 --> 01:33:24,166 But the next level on top of that 2150 01:33:24,166 --> 01:33:26,447 is going to be taking a supplement. 2151 01:33:26,447 --> 01:33:29,612 - You know, if you're down in certain minerals 2152 01:33:29,612 --> 01:33:31,487 and vitamins and amino acids, 2153 01:33:31,487 --> 01:33:34,650 it's very hard to get the full amount in food. 2154 01:33:34,650 --> 01:33:36,925 So you'll have to have condensed amounts 2155 01:33:36,925 --> 01:33:38,648 through sports supplements. 2156 01:33:38,648 --> 01:33:40,949 Some people use it as a means 2157 01:33:40,949 --> 01:33:44,628 as an excuse for their complacency, 2158 01:33:44,628 --> 01:33:46,546 thinkin' that they can have protein shake 2159 01:33:46,546 --> 01:33:49,311 after protein shake to fill the voids of meals. 2160 01:33:49,311 --> 01:33:51,982 Unfortunately, that's not the way to go either. 2161 01:33:51,982 --> 01:33:53,407 There has to be a balance 2162 01:33:53,407 --> 01:33:55,550 in order for people to sustain their health 2163 01:33:55,550 --> 01:33:59,202 and improve their performance and recovery. 2164 01:33:59,202 --> 01:34:00,523 - Why people take supplements? 2165 01:34:00,523 --> 01:34:01,585 To have an edge. 2166 01:34:01,585 --> 01:34:03,224 You know, this is as simple as that. 2167 01:34:03,224 --> 01:34:04,892 Diet can take you just so far 2168 01:34:04,892 --> 01:34:06,927 and nutrition supplements addition to 2169 01:34:06,927 --> 01:34:10,525 something that can complete and enhance your nutrition. 2170 01:34:10,525 --> 01:34:12,388 - It doesn't matter how many supplements you take 2171 01:34:12,388 --> 01:34:15,307 if you still eat junk and you don't workout hard. 2172 01:34:15,307 --> 01:34:17,669 So it's important to understand 2173 01:34:17,669 --> 01:34:19,992 that a supplement is a supplement. 2174 01:34:19,992 --> 01:34:20,825 That's what it is. 2175 01:34:20,825 --> 01:34:22,843 It supplements the other work. 2176 01:34:22,843 --> 01:34:25,446 You still have to eat right, you still have to train. 2177 01:34:25,446 --> 01:34:28,621 And the supplement goes along with it to help expedite 2178 01:34:28,621 --> 01:34:30,704 and improve those results. 2179 01:34:30,704 --> 01:34:35,416 The supplement alone does not give you those results. 2180 01:34:35,416 --> 01:34:37,083 - [Alex] I don't know if I will see the fall 2181 01:34:37,083 --> 01:34:40,244 of the sports supplements industry in my lifetime. 2182 01:34:40,244 --> 01:34:43,103 Maybe humankind will always have the urge to take something 2183 01:34:43,103 --> 01:34:45,462 that will give us an edge over the competition, 2184 01:34:45,462 --> 01:34:47,212 whatever that may be. 2185 01:34:48,304 --> 01:34:50,621 I know I need to continue educating myself 2186 01:34:50,621 --> 01:34:53,528 on what I should be taking so I know the difference 2187 01:34:53,528 --> 01:34:58,422 between what is a gimmick and what is a quality product. 2188 01:34:58,422 --> 01:34:59,802 - There's no magic pill. 2189 01:34:59,802 --> 01:35:00,891 You can't just take a pill 2190 01:35:00,891 --> 01:35:02,739 and all of a sudden you're gonna look awesome 2191 01:35:02,739 --> 01:35:04,182 and you're gonna feel awesome. 2192 01:35:04,182 --> 01:35:05,731 You still gotta put the work in. 2193 01:35:05,731 --> 01:35:07,862 You still gotta eat right. 2194 01:35:07,862 --> 01:35:09,111 Supplement is just that; 2195 01:35:09,111 --> 01:35:12,210 a supplement to what you should already be doing. 2196 01:35:12,210 --> 01:35:15,072 Now you have that extra edge, that extra recovery, 2197 01:35:15,072 --> 01:35:18,736 that extra strength, that extra focus, that extra energy. 2198 01:35:18,736 --> 01:35:21,454 That's what supplements can do. 2199 01:35:21,454 --> 01:35:22,594 - Supplements are just that. 2200 01:35:22,594 --> 01:35:25,491 They supplement your work, your graft, your nutrition, 2201 01:35:25,491 --> 01:35:27,794 your sleep, your rest, your recovery. 2202 01:35:27,794 --> 01:35:30,627 Then it is the icing on your cake. 2203 01:35:32,472 --> 01:35:37,472 ("Muscle Beach Party" by Annette Funicello) 2204 01:35:39,641 --> 01:35:42,406 ♪ Everybody's workin' out on the sand ♪ 2205 01:35:42,406 --> 01:35:46,175 ♪ From the latest dance craze to a wild handstand now ♪ 2206 01:35:46,175 --> 01:35:47,740 ♪ Well last year was great now ♪ 2207 01:35:47,740 --> 01:35:49,235 ♪ But this year is better ♪ 2208 01:35:49,235 --> 01:35:50,627 ♪ You better grab your chick ♪ 2209 01:35:50,627 --> 01:35:53,031 ♪ Or else some muscleman'll get her ♪ 2210 01:35:53,031 --> 01:35:54,296 ♪ Muscle Beach Party ♪ 2211 01:35:54,296 --> 01:35:56,541 ♪ Flex your muscles for kicks now now now ♪ 2212 01:35:56,541 --> 01:35:57,682 ♪ Muscle Beach Party ♪ 2213 01:35:57,682 --> 01:35:59,796 ♪ Gotta hustle the chicks yeah yeah yeah ♪ 2214 01:35:59,796 --> 01:36:00,996 ♪ Muscle Beach Party ♪ 2215 01:36:00,996 --> 01:36:02,639 ♪ Take your vitamin pill now ♪ 2216 01:36:02,639 --> 01:36:04,471 ♪ Muscle Beach Party ♪ 2217 01:36:04,471 --> 01:36:06,299 ♪ Give the honeys a thrill ♪ 2218 01:36:06,299 --> 01:36:08,000 ♪ Here's a 90-pound weaklin' ♪ 2219 01:36:08,000 --> 01:36:09,464 ♪ Well he ain't got no place ♪ 2220 01:36:09,464 --> 01:36:12,996 ♪ 'Cause you know he'd only get the sand kicked in his face ♪ 2221 01:36:12,996 --> 01:36:16,594 ♪ Well cherry little woodies always get the attention ♪ 2222 01:36:16,594 --> 01:36:20,130 ♪ Until the musclemen start the dynamic tension ♪ 2223 01:36:20,130 --> 01:36:21,437 ♪ Muscle Beach Party ♪ 2224 01:36:21,437 --> 01:36:23,535 ♪ Flex your muscles for kicks now now now ♪ 2225 01:36:23,535 --> 01:36:25,019 ♪ Muscle Beach Party ♪ 2226 01:36:25,019 --> 01:36:27,091 ♪ Gotta hustle the chicks yeah yeah yeah ♪ 2227 01:36:27,091 --> 01:36:28,353 ♪ Muscle Beach Party ♪ 2228 01:36:28,353 --> 01:36:30,255 ♪ Take your vitamin pill now ♪ 2229 01:36:30,255 --> 01:36:31,796 ♪ Muscle Beach Party ♪ 2230 01:36:31,796 --> 01:36:33,512 ♪ Give the honeys a thrill ♪ 2231 01:36:33,512 --> 01:36:35,762 ♪ Let's go ♪ 2232 01:36:47,955 --> 01:36:49,077 ♪ Muscle Beach Party ♪ 2233 01:36:49,077 --> 01:36:50,915 ♪ Flex your muscles for kicks now now now ♪ 2234 01:36:50,915 --> 01:36:51,916 ♪ Muscle Beach Party ♪ 2235 01:36:51,916 --> 01:36:54,424 ♪ You gotta hustle the chicks yeah yeah yeah ♪ 2236 01:36:54,424 --> 01:36:55,896 ♪ Muscle Beach Party ♪ 2237 01:36:55,896 --> 01:36:57,538 ♪ Take your vitamin pill now ♪ 2238 01:36:57,538 --> 01:36:59,080 ♪ Muscle Beach Party ♪ 2239 01:36:59,080 --> 01:37:00,920 ♪ Give the honeys a thrill ♪ 2240 01:37:00,920 --> 01:37:02,758 ♪ Well a 90 pound weaklin' ♪ 2241 01:37:02,758 --> 01:37:04,216 ♪ Well he ain't got no place ♪ 2242 01:37:04,216 --> 01:37:07,764 ♪ 'Cause you know he'd only get the sand kicked in his face ♪ 2243 01:37:07,764 --> 01:37:11,378 ♪ Well cherry little woodies always get the attention ♪ 2244 01:37:11,378 --> 01:37:14,957 ♪ Until the musclemen start the dynamic tension ♪ 2245 01:37:14,957 --> 01:37:16,440 ♪ Muscle Beach Party ♪ 2246 01:37:16,440 --> 01:37:18,432 ♪ Flex your muscles for kicks now now now ♪ 2247 01:37:18,432 --> 01:37:19,912 ♪ Muscle Beach Party ♪ 2248 01:37:19,912 --> 01:37:21,876 ♪ You gotta hustle the chicks yeah yeah yeah ♪ 2249 01:37:21,876 --> 01:37:23,255 ♪ Muscle Beach Party ♪ 2250 01:37:23,255 --> 01:37:25,002 ♪ Take your vitamin pill now ♪ 2251 01:37:25,002 --> 01:37:26,477 ♪ Muscle Beach Party ♪ 2252 01:37:26,477 --> 01:37:28,536 ♪ Give the honeys a thrill now ♪ 2253 01:37:28,536 --> 01:37:29,996 ♪ Muscle Beach Party ♪ 2254 01:37:29,996 --> 01:37:32,432 ♪ Flex your muscles for kicks now now now ♪ 2255 01:37:32,432 --> 01:37:33,597 ♪ Muscle Beach Party ♪ 2256 01:37:33,597 --> 01:37:37,082 ♪ Gotta hustle the chicks yeah yeah yeah ♪ 2257 01:37:37,082 --> 01:37:40,415 (energetic retro music)