From Wikipedia, the free encyclopedia
Jump to: navigation, search
Type Private company majority owned by Liberty Media
Industry Ecommerce, Fitness Industry
Founded 1999
Headquarters Boise, Idaho
Key people CEO Ryan DeLuca
Products Dietary supplements
Employees 700+
Website[1] is an American online retailer based in Boise, Idaho, specializing in dietary supplements, sports supplements, and bodybuilding supplements. It is one of the Internet's most-trafficked health and fitness websites, with over 1 million daily visitors.[1]

In addition to its online store, publishes daily editorial content, training plans, and streams live broadcasts of major bodybuilding competitions. It also operates its own fitness-themed social network, BodySpace, with over 2.7 million active members.[2] It also markets its own line of sports nutrition products under the brand names Foundation Series and Platinum Series.

History[edit] grew out of, an online storefront created by teenage web marketer and amateur bodybuilder Ryan DeLuca in 1997, to capitalize on the rising popularity of creatine supplements.[3][4][5] After two years of success, usually filling orders out of his garage, DeLuca purchased the domain for $20,000, at age 21.[6] The site went live on April 13, 1999.[7]

After years of rapid growth, a majority stake in was acquired in July 2006 by Milestone Partners for an undisclosed amount.[8] That same year, Inc. Magazine ranked DeLuca number five on its list "30 Under 30: America's Coolest Entrepreneurs."[9] In January 2008, Liberty Media Corporation acquired a controlling stake in for more than $100 million.[10] DeLuca stayed on as the company's CEO. corporate headquarters, Boise, ID

As of 2014, is a nine-time honoree on the Inc. 5000 ranking of America's fastest-growing companies, with a reported revenue in 2013 of $420 million.[11] It has 785 employees working at eight locations, including distribution centers in North Las Vegas, NV; New Berlin, WI; Shiremanstown, PA; Midway, FL; Maarssen, Netherlands; and Boise, ID.[12] The corporate headquarters is also located in Boise, along with the company's customer service call center.

In 2013, the company donated the equipment for Boise's first outdoor gym, located in Ann Morrison Park.[13]

Misidentified drugs[edit]

In 2007, an FDA agent purchased several dietary supplements from the company which were determined to contain anabolic steroids. In May 2012, was fined $7 million, and as part of the settlement, CEO DeLuca his brother Jeremy were both fined $600,000 for selling misbranded drugs.[14][15]

Contest Broadcasts[edit]

Since 2007, has streamed free online broadcasts of the world's two largest bodybuilding and fitness and figure competitions, Joe Weider's Olympia Weekend and Arnold Schwarzenegger's Arnold Classic, now known as the Arnold Sports Festival.[16] At the Olympia Weekend, the events broadcast include the Mr. Olympia and Ms. Olympia competitions, as well as the 212 Olympia Showdown, Fitness Olympia, Figure Olympia, and since 2013, the Men's Physique Showdown and Women's Physique Showdown. At the Arnold Sports Festival, broadcasts cover the Arnold Classic bodybuilding competition and, since 2014, the Arnold Classic 212 for men, and the Ms. International, Fitness International, and Figure International, and Bikini International for women.'s commentators at these events include former and current physique competitors and analysts such as Dave Farra, Larry Pepe, Bob Cicherillo, Dan Solomon, Lou Ferrigno, Ronnie Coleman, Nicole Wilkins-Lee, and Layne Norton, among others. In addition to analysis and play-by-play, the broadcasts include interviews with current and former competitors and a Webcast Fan's Choice Award.

Forum[edit] operates one of the Internet's most-trafficked forums, with over 7 million members, 5 million posts, and well over 100 million posts to date.[17][18] Bodybuilders and fitness personalities who have been active contributors include Serge Nubret, Ronnie Coleman, Jay Cutler, Lee Priest, and Aziz Shavershian, better known as "Zyzz."

Daily Trainers and Profiles[edit] has published a number of free, video-based training programs featuring bodybuilders and fitness models, including their training and nutritional plans. These include:

Arnold Schwarzenegger: Arnold's Blueprint 12-week trainer

Greg Plitt: MFT28 4-week Military Fitness Trainer

Jay Cutler: Living Large 8-Week Mass-Building Trainer

Mike O'Hearn: Power Bodybuilding 12-week Training Program

Dorian Yates: Blood and Guts 6-Week Trainer

Lee Labrada: Lean Body 12-week Trainer

Jamie Eason: LiveFit 12-week Trainer

Erin Stern: Elite Body 4-week Fitness Trainer

Marc Megna: AMP 8 Week "Aesthetics Meets Performance" Trainer

The site also features shorter "Fit 360s," video profiles of athletes and physique competitors in which they discuss their training histories and nutritional strategies. Fitness personalities profiled in the series include Ronnie Coleman, fitness model Jennifer Nicole Lee, and WWE wrestler David Otunga.[19]


  1. ^ "" achievements"". Retrieved 17 November 2014. 
  2. ^ "" achievements"". Retrieved 17 November 2014. 
  3. ^ DeLuca, Ryan. "Ask a guy who started anything, part I". Retrieved 17 November 2014. 
  4. ^ "Catching Up with the 2006 30 Under 30 Alumni, Leading Your Company Article - Inc. Article". Retrieved 2007-11-20. 
  5. ^ DeLuca, Ryan. ""Ask a guy who started anything, part II"". Retrieved 17 November 2014. 
  6. ^ DeLuca, Ryan. "Ask a guy who started anything, part III". Retrieved 17 November 2014. 
  7. ^ DeLuca, Ryan. "Ask a guy who started anything, part III". Retrieved 17 November 2014. 
  8. ^ "Milestone Completes Sale of". Milestone Partners. Retrieved 17 November 2014. 
  9. ^ " CEO ranked number five in America's Coolest Young Entrepreneurs!". 
  10. ^ Ando, Ritsuko (2008-01-07). "Liberty Media buying stake: report". Reuters. Retrieved 2008-01-10. 
  11. ^ "Startup Grind: Ryan DeLuca, CEO of". Startup Grind. Retrieved 17 November 2014. 
  12. ^ "" achievements"". Retrieved 17 November 2014. 
  13. ^ "Boise's first outdoor gym opens Thursday in Ann Morrison Park". KTVB News Channel 7 Boise. Retrieved 17 November 2014. 
  14. ^ Roberts, Bill. " agrees to pay $7 million fine for violating Food and Drug act". Idaho Statesman. Retrieved 19 February 2013. 
  15. ^ "US FDA Criminal Investigations- May 22, 2012:, LLC, Ryan Deluca, and Jeremy DeLuca Plead Guilty in Federal Court to Violating FDCA". Retrieved 2012-09-28. 
  16. ^ " Announces Exclusive 2014 Olympia Webcast". Retrieved 17 November 2014. 
  17. ^ "List of Internet Forums". Retrieved 17 November 2014. 
  18. ^ "Forum Rankings". Retrieved 17 November 2014. 
  19. ^ "Fitness 360: Choose Your Physique!". Retrieved 17 November 2014.