Marketing Meets Fitness

                        When Marketing meets fitness

            The bodybuilding industry has been an erupting industry in the United States and has had profound impact on aspiring athletes. Overtime the sport of bodybuilding has developed from a hobby to a science and profession. With the emerging professionalism of the sport, food planning, steroids, synthetic protein powders, and other products have had a spike in sales and consumption. Athletes involved are taking whatever necessary to become bigger and better than the person before them. As a result of the body building industry’s marketing, the industry has redefined social norms and aesthetics in men, encouraging the idea that you can never be too big.

            This history of bodybuilding is something that has quickly evolved, and the attention it has gotten has caused it to grow that much faster. It began in the early 1900’s when a more physical culture was advertised. This was the first time there was a push or movement towards a more aesthetic culture. The physical culture that had begun evolved quickly, turning into a sport and competitions. By the 1930’s it was not uncommon to see physique competitions. Bodybuilding got its biggest advertisement through movies. During the 1950’s Steve Reeves, who was said to be the Arnold Schwarzenegger of his generation, acted in movies such as Hercules, which began to curve out a niche film market for bodybuilders. As a result of his body shape and muscle definition, Steve Reeves was able to land movie parts and advertise for the bodybuilding industry, increasing not only his popularity but the industry’s as well. Little did Steve Reeves know, he was the start to a billion dollar industry, which would grow immensely with the birth of Arnold Schwarzenegger.

            Arnold Schwarzenegger first saw success when he came to the United States in the 1960’s. Arnold was the first of his kind, involving steroids and other drugs to enhance his size and performance. After setting several records in the bodybuilding world, including winning the most prestigious competition 8 years in a row, he became the figurehead and icon for bodybuilding. As a result of Arnold’s infamy, the bodybuilding industry was able to advertise through him as he starred in movies. He soon was involved in many product placements such as the muscle up, 7-up, and his own protein powder brand. Arnold’s infamous body and acting career boosted the notoriety of the bodybuilding industry. His successors would soon leave him behind, as the new generation would be twice his size.

            Arnold led to the evolution of not only the industry, but of a new type of bodybuilder. His successors would be some of the biggest human beings science and people have yet to see. Bodybuilders such as Phil Heath, Ronnie Coleman, and Kai Green would out-do their predecessor as they mastered not only the science of bodybuilding but the art as well. This is important because through the most recent bodybuilders, is where supplement companies have gained most of their control of the public and aspiring athletes in the industry. These athletes have led their followers into a gateway of advertisement and consumption. The marketing in the bodybuilding industry has allowed for supplement companies to control the public’s view on size and what aesthetically we now view as normal.

            As one of the most obese countries we, the citizens of the United States, are swayed to a more active lifestyle. As we indulge in a more active lifestyle, most and especially men, get sucked into the marketing of the fitness industry and lately the bodybuilding industry as well. Within the fitness industry, the supplement industry accounts for 7 billion dollars of income. The 7 billion dollars of consumption and sales is what has driven people to a point of almost addiction and obsession. The supplements act almost as a placebo and lifters fall to marketing schemes and the words of the famous bodybuilders pushing themselves to be bigger or as big as the professionals. It is an endless cycle of advertising and consumption of steroids and synthetic powders or supplements that has created almost an unhealthy look and effect in the fitness industry.

            We strive to be fit and healthy but the perceptions of fit and healthy have changed throughout the history of the U.S. as a result of bodybuilding advertisement. What used to be a normal acceptable size for a body is now viewed as less than, and we now compete male to male in order to see who can be bigger. It is an unhealthy and vicious cycle started by effective marketing.

Works Cited

"A Brief History of Arnold Schwarzenegger's Product Placement." Vanity Fair. N.p., n.d. Web. 16 Oct. 2015.

"History of Bodybuilding." History of Bodybuilding. N.p., n.d. Web. 16 Oct. 2015.

Scott, Cameron. "Americans Are Wasting Billions of Dollars Every Year on Health Supplements That Don't Even Work." Business Insider. Business Insider, Inc, 26 Mar. 2015. Web. 16 Oct. 2015.