Flex: Raising the bar

The headline on the April 2003 rendition of this page was "You Ain't Seen Nothin' Yet!" The editorial covered the subject of American Media, Inc. (AMI) taking control of Weider Publications in January of that year, and it underscored their commitment to growing the sport of bodybuilding.

Fastforward to March 6 this year when, during the Arnold Classic Weekend, it was announced that Governor Arnold Schwarzenegger had accepted the role of executive editor of both FLEX and MUSCLE & FITNESS. Thus, the sport's most celebrated figure showed his full confidence in the policy and future of Weider's two bodybuilding titles.

Fastforward again to May 21 this year when it was publicly announced that David Pecker, chairman, president and CEO of AMI, and Ben Weider, president of the IFBB, had entered into a joint venture to produce the Olympia Weekend. The 2004 event will be staged at Mandalay Bay Resort & Casino, Las Vegas, from October 28 through October 31.

Of the venture, David Pecker stated, "The Mr. Olympia is the Super Bowl of bodybuilding, and this partnership between AMI and the IFBB will allow us to promote it so it achieves that degree of worldwide recognition. We intend to make the Olympia the biggest event in Las Vegas in late October and a must-see for everyone in town. And, as we fine-tune our broadcast plans and promotional packages, advertisers and sponsors from a wide range of categories will see the potential this event presents to reach millions of fans, both here and abroad."

Ben Weider commented, "MUSCLE & FITNESS and FLEX are the number-one magazines in the industry, and with their marketing power and David Pecker's commitment to success, this was the perfect partnership."

This latest development underlines, once again, David Pecker's resolve to take the lead in expanding the sport and its potential audience. When AMI first acquired Weider Publications, certain naysayers floated the view that he had bought the company for its other titles and that his interest in FLEX and bodybuilding would be nonexistent. Do his strategies and his announcements of the past 18 months sound like the actions of a man uninterested in galvanizing the bodybuilding world?

In tandem with the IFBB/AMI Olympia deal, the IFBB Professional Division has been restructured, with Eric Weider being appointed its chairman and Jim Manion named its vice chairman, as well as its judging director. Eric, son of Ben Weider, is chairman of the board of directors of Weider Nutrition International, Inc.; president and CEO of Weider Health & Fitness; and IFBB general secretary. Jim Manion is also chairman of the National Physique Committee (which fans and athletes know as the NPC).

Furthermore, the IFBB announced that Wayne DeMilia, previously IFBB Professional Division vice president and chairman of the IFBB Professional Committee, no longer had any official capacity within the IFBB or any connection with its events.

As we go to press, plans are being formulated to revitalize the Olympia Weekend and spearhead a giant leap forward for the sport of bodybuilding. As promised 16 issues ago, you ain't seen nothin' yet!

By Peter McGough

EDITOR-IN-CHIEF