Elite Fitness published an article today discussing the implications of Liberty Media’s acquisition of a controlling stake in Bodybuilding.com:
Many people have already heard that the world’s largest bodybuilding company, bodybuilding.com, sold a huge controlling stake to Liberty Media, parent of QVC, for $100 million dollars. However, what some people don’t know is that there are those who are panicking for various reasons and some even believe that the sale could cause the sport of bodybuilding to die off!
I was one of the people panicking about the implications for professional bodybuilding. When there are changes in ownership, particular when a closely held private company is acquired by a publicly traded conglomerate, there are often changes in strategy and management.
So, within hours of the January 7, 2008 acquisition announcement, I contacted Ryan DeLuca, the CEO and founder of Bodybuilding.com to clear the air. DeLuca granted me an interview (which was published on Muscletime) the same day. Ryan assured me that the Bodybuilding.com strategy included increased involvement in the sport of pro bodybuilding:
[Bodybuilding.com’s involvement in pro bodybuilding] will continue to increase. We are 100% dedicated to giving back and helping the sport of bodybuilding to grow and prosper. If anything, this deal will only help us with that mission!
In spite of Ryan DeLuca’s refutations of changes in strategy as I confirmed in my Muscletime interview, Elite Fitness points out how the rumors persisted.
Strewn across Internet sites and forum boards are claims that bodybuilding.com must remove anything even remotely controversial from their site as part of the deal. That means anything to do with steroids and other hardcore bodybuilding topics must be axed in order to suit Liberty Media.
The change in the Bodybuilding.com forums that fueled many of the rumors was the relocation of the “steroid forum” to a sub-forum of the “IFBB section.”
When asked of any changes he had noticed on the site, Hawryliw said, The biggest change I have seen was the steroid section being moved to the IFBB section. They claim it was to help to keep “noobs” (beginning users) from asking stupid questions. We all know the real reason was to take the steroid section off the front page to avoid any negative light. Ironically, steroids were prohibited from being talked about in the IFBB section before. Now, steroids are a sub-section.
This was noticed several weeks ago prior to the acquisition announcement by Liberty Media.
But there is a big difference between censorship (deletion) and a reorganization of the forums of a message board. Elite Fitness further confirmed that Liberty Media has not asked Bodybuilding.com to delete controversial steroid content from their forums.
And he told me what is really going on with the issue of controversial material being moved or removed due to the Liberty Media deal mentioning, This is not true. They have not asked us to remove anything or change anything on our site. Of course, with more national media watching what we are doing than ever before, we have to be extra careful with what we do or say so we don’t end up on Dateline.
Unfortunately, it is not raining steroids, but at least the sky is not falling.
About the author
Millard writes about anabolic steroids and performance enhancing drugs and their use and impact in sport and society. He discusses the medical and non-medical uses of anabolic-androgenic steroids while advocating a harm reduction approach to steroid education.
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