What can we learn from BodyPower 2015 about the fitness industry and about how to make it in the industry?
BodyPower is the largest fitness event in the UK. It was held at the NEC in Birmingham from the 15th-17th May. All the top bodybuilders are present and many top weightlifters, strongmen and powerlifters, as well as pretty much every international supplement company.
Last week, I did a video talking more about BodyPower and in this week's blog I look at what we can learn about the fitness industry.
You may have seen my video on BodyPower 2015 and my tips for going to BodyPower 2016 next year.
I talk about all the freebies I got and my advice for getting the most out of BodyPower.
To recap my tips were:
1. Go VIP
2. Get a game plan before you go, who do you want to meet? What freebies do you want to pick up?
3. Take opportunities, meet people while can
4. Take a bag for all your stuff!
Take a look at that for my personal views and advice if you're looking to go to BodyPower or if you're just interested.
That was a week ago, so I've had a bit of time to reflect and come up with some thoughts on what we can learn from it.
What can we learn about the industry?
Supplements run the industry. Yes, maybe this isn't news, but it becomes glaringly obvious at Expos like BodyPower. The number of supplement companies is phenomenal, the variety in what they offer? Not so much. Everyone's looking for shortcuts, quick fixes or even just ways to support their honest training. To get an edge, supplement companies pay athletes as models to push their products. The money the the athletes receive supports them in building their physiques and for most, far exceed the amount they make in winning shows, or supports them until they can win shows. Athletes and shows are the reason for the industry. Lesson: Keep in mind, supplement companies run the industry.
I know no other sport where you can get as close and engage as much with the athletes as is the case with Bodybuilding (and strength sports in general as these Expos have grown). This is fantastic for the fans, we've yet to reach the stage where the barrier becomes as closed as it has in mainstream sports and with the need for supplement companies to sell their products and get athletes to do so, maybe we won't for a long time. 90% of the time this is great, you get to meet your heroes. But what is it they say? "Never meet your heroes"?
As I talk about in the video, it's glaringly obvious a fair number of athletes do not want to be there and they are very vocal about it. It just so happens many of them seem to be top, very well respected bodybuilders. In the video, I also said how this seemed unnecessary and disrespectful, on reflection, there's plenty of time I don't want to be around anyone (roughly 23.5hrs a day). Sure, I'm rarely as vocal about it, which I still don't agree with. Anyway, the point is we're all human. Lesson: Don't put anyone on a pedestal and definitely don't let anyone make you feel inferior.
Succeeding in the industry
When I first went to BodyPower I didn't even dream I'd have a career in the fitness industry, by the second time I said " this is what I want to do", now I'm saying "this is what I will do". However as I became more certain, I also realised I'd need to offer something different. It used to be if you had a good physique you could pick up a sponsor and be successful no trouble. Good physiques are now a dime a dozen, I mean that as no disrespect to those who have put in the work to get there, I simply mean the bar has been raised. However, as the supplement industry has boomed and many more companies have popped up this is still an option, however you probably won't reach the dizzying heights you once dreamt of, it's a case of easy-come-easy-go. Lesson: a good physique won't cut it anymore.
You now need to offer more to stick around. Yes, an even better physique is an option, but other alternatives are becoming increasingly common. For example, specialising in niche areas, having advanced higher education qualifications such as Masters or PhD's or even just being a straight up good guy and a great role model. I met a few people at BodyPower who are quite popular figures in the fitness industry mainly due to their physiques, however, on meeting them they weren't very friendly and were quite arrogant. I found I went off them a lot and I heard many others say the same. With more options than ever, it doesn't take much to be forgotten.
On the other hand, there was a moment I'll never forget in 2014; the day was drawing to a close when I saw a huge queue had developed, this was unusual at that time because most athletes had left. But I looked to the front of the queue and understood why. Greg Plitt was at the front and he was taking the time to have a conversation with everyone who had waited. Stupidly, I decided I couldn't be bothered to wait in the queue and "I'd just see him next year". My respect for him rocketed. He stood out so much compared to a lot of the other figures going around. It's easy to see why he was so well loved. Lesson: Offer more and be a good person.
Closing thoughts
Hopefully I haven't painted a too dim view of what I learned from BodyPower. I would certainly recommend going even if it is just to be around the good figures who are out there. Don't underestimate the power of a days motivation! I hope to see you there next year. If you do spot me, do say hi!
