The supplement industry is saturated with companies that claim to enhance your muscles and performance. In this field there is one company that stands out among consumers and athletes alike. Muscle Pharm does not make promises it cannot deliver, their unique marketing approach makes them stand out compared to other supplement companies.
The Muscle Pharm website first starts out with Colin Kaepernick, 49’ers Quarterback, and a picture of how Muscle Pharm has helped him achieve his NFL dream. It then goes on to ask “what athlete are you?” The website design is strategic in that it shows all their athletes, partnerships, events, retailers, and even diet plans all in one spot; essentially ...view middle of the document...
Direct/ email marketing is also seen by Muscle Pharm, in exchange for diet plans and fitness tips people create an account of their website and are constantly emailed reminders of why Muscle Pharm is right for them.
Muscle Pharm has the voice as the Athletes Company. The founders Cory Gregory and Brad Pyatt. Cory Gregory is an avid athlete and cross-fit instructor, most recently he was added to Arnold Schwarzenegger’s fitness advisory board . Brad Pyatt, the CEO, is a former NFL and arena football player with a background in nutrition .
Keeping this in mind Muscle Pharm sees everyone that is trying to live a healthy lifestyle as an athlete. So if you work out Muscle Pharm is for you, or so they want you to believe. They have an “Arnold” line which targets the older generation because they grew up mesmerized by Arnold and the younger generation body builders who look up to Arnold as an idol. Arnold is a 7 time Mr. Olympia and 5 time Mr. Universe winner, movie star and former governor of California; so he does resonate with a big and very diverse audience . Their partnership with the NFL and UFC is more targeted at the “weekend warrior” athlete. One who is conscious about fitness but it is not necessarily a lifestyle to them. They also have a Fit miss line which is targeted to semiserious women lifters as they have Chady Dunmore as their one female athlete; she is not to muscly and seems to identify more with women.
Differences between competitors
Unlike many other big supplement company Muscle Pharm was once known for being NSF certified which means body builders could use there supplement and still be considered all natural. Other companies such as Muscletech, BSN, and Oxy Labs have not been cleared for competition. Muscle Pharm also has the most diverse team of athletes, in an interview they old Body Build dot com that they wanted to be “loud and really make our presence known in every aspect imaginable.”
Muscle Pharm conducts their own research and allows other laboratories to research their products as well; which means if they were to lie independent labs can reveal the truth. In my eyes the biggest thing is that both of the CEO’s are competitive athletes who use their own brand. This is a big difference because they will not cut corners in manufacturing since they are putting their own products into their bodies.
Consumer Mind Set
Overall as a consumer I would say they are doing a great job to reach out to a vast amount of people and their sales have gone through the roof. They have the right athletes which reach out to people my age. They have Arnold which I am a huge fan of, even entered in a contest to smoke a cigar with him, form of email marketing but oh well it worked. As a consumer you feel as if this company was made for you. However, as a weightlifter I rarely use Muscle Pharms products. Personally I think they are a bit overpriced and it is good to have a variety.
Strengths- Legal in...