Former BMX Star To Launch Nutritional Supplement Line At Olympia Fitness And Performance Weekend
The 49th Mr. Olympia competition will kick-off this weekend in Las Vegas as part of Joe Weider’s Olympia Fitness & Performance Weekend 2013. Men and women will compete in a variety of events including Olympia’s Rhino Crossfit Championships, MHP’s Olympia Strongest Man competition and a grappling competition sponsored by BSN. However, the main draw for the weekend is the annual Olympia Expo, which caters to more than 35,000 bodybuilding and fitness fans per year who travel to the event to sample and purchase the newest fitness apparel, fitness equipment and nutritional supplements. It is where fitness-related companies come to be seen. One of those companies is Sunrise, Florida-based EVLution Nutrition, which has planned its launch to coincide with the Olympia events.
EVLution Nutrition (abbreviated “EVL”) is a concept created by professional athlete Mike Spinner who has competed in bicycle motocross (BMX) competitions including the Dew Tour and X-Games, and was named the “Breakout Rookie of 2007″ in his sport. In the past year, Spinner helped launch a host of national BMX events called the Monster Army Recon Tour. His latest challenge is to make EVLution Nutrition a premier nutritional supplement brand, and he plans to leverage his passion, determination and large social media following (over 40,000 Twitter followers; 48,000 Facebook likes) to push his products.
“I’m seeking to merge these two lifestyles and bring the excitement of action sports to sports nutrition while bringing the importance of sports nutrition to action sports,” said Spinner to FORBES. Spinner started an apparel line for EVL in July, prior to even launching his line of nutritional products. ”We wanted to set the groundwork for the supplement line and establish a market for our products through our apparel.” He has been active marketing the EVL clothing line through special promotions leading up to Olympia.
Spinner and his team will be introducing a total of five products as part of an EVL “Peak Performance” group of supplements. The most heavily marketed product will be the EVL ENGN, which is a pre-workout mix that comes in “blue raz”, fruit punch and watermelon. Other products in the line include a post-workout rebuild, A-10 amino matrix, l-glutamine/antioxidants mixture and creatine monohydrate formula. All of the packaging highlights EVL’s basic but bold black and blue color scheme.
EVLution Nutrition already has a distribution deal with Lone Star Distribution, which currently has roughly 140 nutritional supplement companies as part of its clientele. CEO John Hoffmann will host a booth at the Olympia Expo for his fourth straight year, and by the sound of his tone, he has never been more excited to share his booth with someone new to the industry. ”Mike Spinner is the most magnetic person. That guy is unbelievable,” said Hoffmann to FORBES. Hoffmann explained that roughly 80% of nutritional supplement lines never get off the ground. But he added, “If I had to bet on one guy ever it would be Mike Spinner.”
While the nutritional supplement industry has no shortage of competition, there may be space for new entrants. In April, my colleague David Lariviere reported that the nutritional supplement industry is one of the fastest growing in the world and is responsible for producing roughly $32 billion in revenue in 2012. It is estimated that the industry will grow to over $60 billion in revenue per year by 2021. Thus, there is hope for Spinner and his new company to carve out its place within this expansive niche, and the intention is that a presence at the Olympia Fitness & Performance Weekend will be quite the coming out party. ”There is no where else you can see 300,000 people walk through a convention center in a 2 day period,” finished Hoffmann. ”It’s not a make or break event, but there is certainly a lot of visibility.”
Darren Heitner is a Partner at Wolfe Law Miami, P.A. in Miami, Florida, Founder of Sports Agent Blog, and Professor of Sport Agency Management at Indiana University. Learn more about him at http://www.darrenheitner.com.
Article taken from Forbes