The Olympia & Athleticon and the new direction of the fitness industry

[CrispyRockClimber]

Would love to hear everyone’s opinions on the Recent ownership change of the Olympia and the new release of Athleticon hosted by Dwayne“The Rock” Johnson and his ex wife, -and Bodybuilder Danny Garcia. I’m really hoping this changes the direction of the fitness industry and bodybuilding and also PED use.

 

[Mac11wildcat]

What’re you expecting it to change about PED use? Like exposure and acceptance wise?

the changing of hands of the O is great for the sport. The O has terrible production value and declining attendance.

 

[Millard]

American Media, LLC Announces Sale of Mr. Olympia and Muscle & Fitness​

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NEWS PROVIDED BY
Muscle & Fitness
Feb 14, 2020, 13:15 ET

NEW YORK, Feb. 14, 2020 /PRNewswire/ -- In a landmark deal, American Media, LLC today announced it has reached an agreement on the sale of the iconic Joe Weider's Olympia Fitness & Performance Weekend as well as the Muscle & Fitness, FLEX and M&F Hers media brands. The prestigious Olympia Weekend, held annually in Las Vegas, is home to one of the global fitness industry's signature consumer tradeshows while also serving as the world championships of several professional physique sports, including the legendary title of Mr. Olympia.

The sale of the event and media assets marks the latest acquisition for Jake Wood, an Arizona-based fitness industry insider whose growing portfolio includes digital media and event properties.

"My primary motivation for acquiring the Olympia is to bring the event back to the fans," explains Wood. "It's a dream come true to take ownership of some of the fitness industry's most celebrated brands. Our ability to also acquire a media portfolio that includes Muscle & Fitness allows us to reach one of the largest fitness-minded audiences in the world. This is a great day for everyone who shares a passion for fitness, nutrition, training and the bodybuilding lifestyle."

It was also announced today that Dan Solomon, hired in 2018 to oversee the overall Olympia property, has agreed to a five-year contract extension and will serve as President and Chief Olympia Officer under new ownership. In addition to his oversight of the Olympia, Solomon will also manage the integration and strategy for the newly acquired media portfolio, including Muscle & Fitness.

Solomon explains, "We have achieved something incredibly powerful. The deal has been carefully crafted, clearing the way for us to offer sponsors and advertisers one of the largest combined audiences in the entire category. As we roll out a wide-reaching media and event integration, we also add key resources brought to the table by our new owner. Jake is a visionary and his track record for success speaks for itself. Our sponsors, exhibitors, athletes, readers and fans will be pleased by what the immediate future holds."

In addition to the Mr. Olympia, the inclusion of Muscle & Fitness, M&F HERS and FLEX creates a consolidated social media audience of nearly 17 million followers. As part of the deal, American Media has agreed to the ongoing coverage and promotion of the event, including support of sponsor commitments, through its popular entertainment-themed publications, both digital and print.

American Media purchased Mr. Olympia in 2003 and has grown the event into one of the world's largest gatherings of fitness, strength, performance, and physique enthusiasts. In 2019, at the most recent Olympia Weekend, the event saw significant increases in sponsorship revenue and attendance. In addition to several upgrades in its arena stage production, the 2019 Olympia awarded a record total prize purse for both male and female competitors.

American Media Chairman and CEO David J. Pecker, adds, "It has been a privilege owning and developing these brands since we acquired them in 2003. I'm confident they will thrive under Jake's ownership and his forward-thinking plan to transition to a fully integrated online and social media strategy."

Sanctioned by the IFBB Professional League, an Olympia title is the most coveted achievement in physique competition. Pro League President Jim Manion says, "I am proud to stand with Jake and his team as we usher in a new era. The Olympia is already our most valuable event partnership and the most anticipated event of the year, but I think we're about to see something amazing under a passionate and dedicated new owner. Jake's love of bodybuilding is authentic. He and his team have my full support."

The Olympia brand has expanded globally in recent years thanks to the success of various licensing initiatives, including its Amateur Olympia program, a series of events widely regarded as some of the most successful amateur competitions in the world. In 2019, nearly 5,000 competitors participated in Amateur Olympia events held in 11 different countries.
Jake Wood has earned recognition for his decade-long advocacy of the women's side of bodybuilding & fitness as co-founder of Wings of Strength. He now becomes the 3rd owner in the storied history of the Joe Weider founded empire. This September Trifecta Presents Joe Weider's Olympia Fitness & Performance Weekend brought to you by Wings of Strength. For more information visit www.MrOlympia.com and www.MuscleandFitness.com.
About Muscle & Fitness and The Olympia Fitness & Performance Weekend:

Created by bodybuilding and fitness pioneer Joe Weider, The Olympia Fitness & Performance Weekend is a Las Vegas showcase event featuring the Olympia Fitness & Performance Expo, a business to consumer destination for the fitness industry's leading brands and enthusiasts, held across 700,000 square feet inside the Las Vegas Convention Center. A centerpiece of the event is the iconic Mr. Olympia, the most prestigious title in the world of professional physique competition. Held at the Orleans Arena, the event serves as the world championships across several IFBB Professional League sanctioned physique sports. – Muscle & Fitness, a signature media brand in the fitness category, is dedicated to covering the full fitness landscape, regularly introducing fans to trends in training, nutrition, gear, technology and celebrity content. Powered by a digital and social media portfolio that also includes FLEX and M&F HERS, the combined media and event reach across all channels is the largest fit focused audience in the world.

Source: American Media, LLC Announces Sale of Mr. Olympia and Muscle & Fitness

 

[Millard]

Dany Garcia And Dwayne Johnson's Athleticon Launches Free Trailblazing, Multi-Platform Digital Community Experience​

The Brand Announces a First-of-its-Kind Movement Serving Audiences with a Hub to Connect, Engage and Encourage a Virtual Health-Forward, Community-Driven Experience; Live Event Shifted to October 2021

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NEWS PROVIDED BY
Athleticon
May 18, 2020, 10:00 ET

ATLANTA, May 18, 2020 /PRNewswire/ -- Today, Athleticon Co-Founders Dany Garcia and Dwayne Johnson announced the brand's strategic evolution and revolutionary launch of a free interactive, multi-platform digital community, which will feature accessible and exclusive content to ignite passion and spark curiosity through the power of the brand's athletics, wellness and entertainment pillars. The inaugural live event experience will now take place on Saturday, October 9th and Sunday, October 10th, 2021. Athleticon's verticals will feature this preeminent digital programming throughout 2020 from Garcia, Johnson and an expansive slate of bespoke brand partners. This pioneering, entertainment-driven virtual experience is the natural next step in Athleticon's mission to inspire people to disrupt their limits, advance their personal wellness journeys and build a foundation for their lives. Athleticon's platforms will provide free, immersive, community-led education and entertainment built to globally unite participants through their shared passions of health and fitness.

credit: Athleticon

"The idea behind Athleticon has been my vision and passion for years, to first and foremost serve a global community. Joined by an amazing number of like-minded, talented individuals and after a culmination of hard work over so many years, I am delighted to announce that we are merging the worlds of wellness and entertainment and redefining their accessibility," said Dany Garcia. "This audience-first platform has transformed into a truly participatory, innovative community that will ignite passion and spark curiosity to achieve greatness together every single day. Athleticon is a health, fitness and entertainment movement rooted in connection and culture. We can't wait to have you laughing, sweating, learning and staying motivated throughout the entire year."

"The power and mission that fuels Athleticon has been driven by Dany Garcia's unique vision, relentless passion and ability to galvanize and care deeply about the masses we touch," said Dwayne Johnson. "I'm very proud to partner with her on such a one of kind, epic event that will reach, inspire and transform the masses. Her insight into what our community needs now encouraged us to pivot to developing a free virtual platform that motivates and ignites each and every individual. No time is more important than now to offer these resources and transform access to fitness and wellness, in such a revolutionary way."

Athleticon's robust slate will feature continuously-evolving, complimentary content within the spaces of high-performance physical fitness, yoga and dance, mental health and relationships, entertainment and fitness competitions, food and nutrition, and tech and gaming. Recurring series will include heart-pumping dance sessions, comprehensive cooking tutorials, lessons in amplifying peak performance and tools to maximize endurance, longevity and recovery, featuring members of the Athleticon family. The audience will have the opportunity to submit personal clips of their fitness routines and techniques to be reviewed and evaluated by the Athleticon pros.

From exploring unique new approaches to cognitive health with tips and tricks from top experts in the field, to taking a "Mental Minute" to reflect and recharge, the digestible, short-form, no-fee content will be accessible for fitness and wellness enthusiasts of all levels. The multilateral fitness movement will be strategically amplified across Athleticon's website, social channels and global digital touchpoints and provide the Athleticon community with the resources to engage with an entirely customizable and personalized experience. The brand, anchored in Garcia and Johnson's inclusive, audience-first ethos, will bring together tribes of all kinds to be entertained, inspired and achieve greatness together – every single day.

About Athleticon
Co-created by longtime business partners Dany Garcia and Dwayne Johnson, Athleticon is a live event experience and digital community in the pioneering category of fitness entertainment. Inspired and fueled by their shared vision and the culmination of decades of lessons learned, Athleticon is an immersive platform and event with curated programming bringing together the best of athletics, wellness and entertainment. Folded seamlessly into the expansive and flourishing portfolios of Seven Bucks Companies and The Garcia Companies, Athleticon delivers an unforgettable, one-of-a-kind experience rooted in Garcia and Johnson's shared passion for authenticity and strong storytelling, but in an entirely new way.

As founder, CEO and Chairwoman of The Garcia Companies and TGC Management, Dany Garcia is undoubtedly one of today's most successful entrepreneurs and CEO's. Her unbridled commitment, leadership, keen business sensibilities and her natural athleticism set her apart from the industry standard. Garcia flawlessly spearheads her expansive media enterprise while competing as a professional athlete at the highest level.

As CEO of Seven Bucks Companies, Dwayne Johnson is a global trailblazing force who continues his business mogul prowess with groundbreaking entrepreneurial success, managing his ever- expanding and diverse portfolio. A cultural and galvanizing leader with audiences across the globe, Johnson's worldwide expertise is an invaluable asset for first-class brands, from investing in and serving as a strategic advisor to VOSS, to bringing the best-in-class product to market with his "Project Rock" line at Under Armour. The highest-earning actor in Hollywood, Johnson serves as star and producer in Seven Bucks' widening slate including tent-pole movies such as Disney's Jungle Cruise, Universal's box office record-breaking Hobbs & Shaw, Sony's Jumanji: Welcome to the Jungle and Jumanji: The Next Level.

Athleticon is a shining example of the success of two leading business and entertainment moguls who, by joining forces and partnering with IMG, continually thrive by building experiences for global audiences that both entertain and make a positive impact. Athleticon is the exciting culmination of this work, offering attendees a unique opportunity to step into a new world and to uncover hidden passions, untapped physical expressions and immense will.

Athleticon is a joint venture between The Garcia Companies, Seven Bucks Companies and IMG. For more information, please visit Athleticon.com. Instagram, Twitter, and Facebook: @AthleticonATL.

About IMG
IMG is a global leader in sports, fashion, events and media. The company manages some of the world's greatest athletes and fashion icons; owns and operates hundreds of live events annually; and is a leading independent producer and distributor of sports and entertainment media. IMG also specializes in licensing, sports training and league development. IMG is a subsidiary of Endeavor, a global entertainment, sports and content company.

Athleticon Inquiries:
JONESWORKS
Athleticon@jonesworks.com

IMG/Endeavor Inquiries:
Ginger Chan
gchan@endeavorco.com

Source: Dany Garcia And Dwayne Johnson's Athleticon Launches Free Trailblazing, Multi-Platform Digital Community Experience

 

[Ridethelightningbarefoot]

Until laws change ped use should stay where it is. There is just too much risk to be open and transparent about it. I know weed kinda got pushed into the spotlight and that is probably why it became culturally acceptable enough to start legalizing/decriminalizing but idk if it will work the same way with peds. I feel like being more open about may just trigger another crack down..idk