Dymatize Signs Brock Lesnar
January 26, 2009
By Scott Welch
It seems like every place you turn, another supplement company is signing up another MMA fighter. The latest contract signing involves UFC Champion Brock Lesnar who has signed a supplement endorsement deal with Dymatize. We at SupplementGenius.com think this was a great sign and I’m surprised that BSN or Nutrabolics didn’t jump on this as both companies seem to be locking down a roster of UFC fighters. Brock Lesnar is without question the most well known UFC fighter in the league due to his previous publicity with the WWE. I had the privilege to work on a commercial with Brock several years ago and can tell you that he’s a class act professionally but a bodybuilder at heart! Dymatize has always been a company that seems to stay behind the scenes, producing good products at an affordable price. Over the last couple of years they’ve revamped their packaging and their ads which look great. We think the signing of a respected star like Brock is what Dymatize needs to help bring their brand out to the center stage. Let’s hope Brock makes Dymatize proud with his first title defense in 2009.
SOURCE: Thanks to Duane Keizs of Peak Performance Products for the head up on this athlete signing. Peak is the exclusive Canadian distributor of Dymatize products.
WWE Star John Cena Signs With Ultimate Nutrition?
August 18, 2008
WWE star John Cena was endorsing American Body Building (ABB) products not too long ago but it looks like he will now be putting his name behind the Ultimate Nutrition brand of supplements. I didn’t see any press releases for this signing go out but was on their company website (www.UltimateNutrition.com) and saw that he will be making store appearances on their behalf so I guess they chose to not publicize the signing! Ultimate has been around for over 20 years now and are not the most aggressive marketers (in my opinion of course) but make good products that have a strong following, especially overseas. I appreciate their honest, straight-forward approach.
Why a WWE Wrestler?
Do bodybuilders really care what a wrestler says when it comes to supplements? I have my opinion but I asked a couple of colleagues that are absolute experts in athlete relations. One is Martin Pillmajer (pictured below awarding the Olympia title to Ronnie Coleman) and the other is Vince Pe (pictured further below with WWE sensation “Stone Cold” Steve Austin).
What Does Martin Pillmajer Have To Say?
“ The signing of John Cena by Ultimate Nutrition is an interesting venture indeed. As companies look to gain market share, intelligent companies look at the successes and failures of other companies in the same industry to see the potential opportunity. It seems that most supplement companies at one-time or another go down the road in trying to sign a sports celebrity to promote their brands. Partnering with the WWE is nothing new in this industry, however, one only needs to attend a WWE event to realize that unless you’re planning on launching a very mass-centric product, money may have been spent better elsewhere in my opinion. As anyone that has had experience working with athletes from the WWE will tell you, wrestlers have crazy schedules that will be tough to work with. Ultimate Nutrition is going to have to be very creative in the use of this celebrity for it to make sense financially. Will it pay-off for Ultimate … only time will tell.”
What Does Vince Pe Have To Say?
“The signing of John Cena is a bold move for Ultimate Nutrition. With John Cena’s visibility, Ultimate Nutriton is capitalizing on this superstar’s versatile popularity. The signing opens up possibilities of sport supplement sales by a vast audience in wrestling and the mass market through the fans of his acting career. He’s definitely a very marketable athlete. Both John Cena and bodybuilding superstar, Markus Ruhl, are going to be great ambassadors for Ultimate and I’m sure we’ll see some fantastic ads and even greater traffic at their booths.”
Martin Pillmajer is considered by many to be one of the top talent relations expert in the fitness industry. He has over 10 years experience in dealing with some of the biggest names to grace the pages of the fitness and bodybuilding magazines. Martin now heads up Applewater Photography & Model Agency; offering companies full solution strategies to help them locate and sign top talent to endorse their brands. Contact information: martinp@applewaterphoto.com
Vince Pe is also considered to be one of the most highly skilled talent and event marketing experts in the fitness industry. He has worked with some of the biggest names in the sport and continues to play an important role in the industry as the head of talent management for the WBFF and as a consultant to various supplement companies.