Welcome to the world of Body Muscle Journal!
You know, it is safe to say that perhaps 99% of all our current BodyMuscle readers are not aware that back in 1978, the three biggest names in muscle building protein supplements for bodybuilders about the country, were in fact, WEIDER, NATURAL SOURCE and BEVERLY. That’s right!
Beverly started in 1967, was a major innovator through the seventies and eighties and many of Beverly’s founder, Jim Heflin’s nutritional use-protected patented nutritive nitrogen formulas were channeled to research institutions and non-commercial Medical Nutrition facilities. Meanwhile bodybuilders ’on the inside’ continued to use Beverly. In fact, if you think not, we have it as documented record that every Mr. and Ms. Olympia winner in the 80’s was a Beverly user. Every one.
But something happened in the late eighties and nineties. Quality and service got lost in the shuffle of mass marketing. We wanted no part of it. How bad had it become by 1993? Well, it was so bad that in one study by an independent agency in 1993, only two products of twenty-one pulled from the shelf of an Atlanta Health Food store passed a rigid analysis ’Beverly’s Mass Aminos and Muscle Mass BCAA. Two Beverly products were pulled. They both passed with flying colors. Nineteen other branded products were analyzed ’ None passed!
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I firmly believe Weider’s name faded in the hardcore bodybuilding industry because as they concentrated on expanding their magazines, including FLEX, they assumed, wrongly, that nutritional sales and expansion would just follow suite. It did not. Weider has expanded today by buying other successful brands.
Beverly, who had pioneered the idea of legitimate products, continued to devote more and more research and product development costs into making better and better products and, like Natural Source, never pushed into the ma commercial marketing promotional arena.
But in the late eighties with Cybergenics and then in the 90’s, first with MET-Rx, then EAS, bodybuilding experienced a veritable marketing supplement revolution. Huge dollars were being spent in advertising, marketing and promotion. These companies happened to make legitimate products with tremendous ad budgets, but too many others just had big ad budgets and poor quality.
We at Beverly continued our low key product development and medical research approach and still made the products highest in efficacy, according to every independent group that analyzes our industry.Now, post 2000, with new management and freedom from Medical and institution use-restriction, Beverly is going to move back into its rightful place of product quality eminence in bodybuilding. The near 30 years of research and development in formulating protein and amino combinations that had been limited in availability due to patent restrictions, cost and sophistication of the manufacturing processes, are now ready to be released on a grander scale.
BodyMuscle was created to bring you the message of product quality and the most effective, honest and realistic regimens to build muscle fast. It’s an expansion of the Beverly No Nonsense philosophy. Nutrition, supplements and training work synergistically. BodyMuscle will help you put them all together in the right combinations. What will set the information you get in BodyMuscle apart from the other magazines on the market, is our focus on REAL people, just like you. like you.
We’ll feature successful bodybuilders at all levels of development, not just the 250-lb. steroid-guided behemoths. And -- we’ll let them tell you in there own words the exact nutrition, supplement and training plans they used to achieve this success.
So please come along for the ride! We need you to tell us exactly what you want to see in BodyMuscle. It is going to be FREE. Please send us your feedback, comments, suggestions and questions. We welcome you to be a part of our growth.
Chris ’Massive’ Myers
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