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When you walk through a fitness expo like Olympia’s World Fitness Expo, you’ll find many booths with affiliate startups hoping to make it big in the industry. Some companies make it, others don’t. Being successful for a decade is a testament to the quality and commitment of the company.
Not only has PPI been successful for over a decade, they’ve gone from a disruptor in the supplement space to an industry leader. The Florida-based company is best known for their 1.MR (One More Rep) pre-workout supplement that they introduced several years ago, but their entire line of sports nutrition products has proven to serve customers around the world well.
CEO Chris McKenzie and Vice President Whitney Reed have been a tag team in driving BPI’s growth over the past decade. Although they are based in the United States, they have an international appeal, including the Middle East.
“Over the past two years, we’ve built an amazing business in the Middle East region. When I went to Dubai for the Muscle Classic a few weeks ago, I was blown away by the passion around bodybuilding,” said Reid.
In terms of their strategy at home, BPI has positioned themselves as a great company one product at a time and one customer at a time. They found new levels of success after Walmart began stocking their shelves. Reid credited McKenzie for making that move in 2013.
“He went on to offer our first product to Walmart (1MR Vortex) and we added our aminos shortly after and never looked back. There’s no risk in having the nation’s largest retailer carry your brand.
Now, the line has expanded to include the Titan series of products. Past M&F cover model Mike O’Hearn has partnered with PPI to create his own line, becoming the first athlete to have his own products on Walmart’s shelves.
BPI expanded its reach beyond bodybuilding into other industries such as the world of hip-hop. In 2022, PPI released a preworkout in honor of Method Man and a special flavor of their reinvented 1.MR after the one and only DJ Superstar Jay. They also have other partners in the space, including Ace Hood and Wakka Flacka. Reid shared that those alliances were forged by a common bond of love for training.
“Ace, Waka, DJ Superstar J and Method Man all have a real story about gym enthusiasts and their fitness journey. I feel there is a huge market of consumers so we can reach their fitness goals.
In the world of professional wrestling, BPI once worked with the one and only Hulk Hogan. Nowadays, All Elite Wrestling is now considered a high-profile promotion, as the PPI was in its early days. They have a mix of veterans and budding stars to keep their fans engaged. Two of those stars are the legendary Billy Gunn, who has been creating moments for fans since the 1990s, and Tannhausen, a lightweight athlete known for his entertainment factor as much as his matches. Both of those guys have their own pre-shows that have been huge hits with AEW’s audience.
“I think it’s a great fit for guys who train and perform on an almost daily basis to be associated with an accessory brand,” Reid said. “I’m surprised more brands don’t work with wrestlers. These guys get on national television with their shirts off every week. This is a great way to gain brand exposure.
Social media is another avenue that has helped them increase exposure. They found that working with influencers at the macro and micro level worked on multiple fronts. Thanks to 100,000 followers and 1,000 personas, the brand is growing one customer at a time, and BPI is playing a role in introducing people to the fitness industry that can make a positive difference. Like those influencers, Reid feels the brand is growing and evolving over time, and the people they work with can help them do the same.
“I think it’s a typical evolution of sports nutrition brands. At one point we were the young cool mainstream brand, but we’ve matured as a brand and personally.
While the team at BPI is great at raising awareness from various disciplines, their roots and most loyal customer base will always be bodybuilding and fitness fans. Many of those fans will be watching closely as Team PPI members Kamal Elgarghni and India Ballino compete during the 2022 Olympia weekend.
“I’ve been going to Olympia for 15+ years and the same for Chris. We follow all industry news/gossip and bodybuilding. We are truly fans of the game. We’re living it up,” Reed proudly said. “To India and Kamal. We’re very proud to have two of our marquee athletes back on the podium. This is Kamal’s fourth Olympia in 212 and India’s eighth bikini. Working with two highly successful/competitive athletes It’s amazing.”
As BPI’s athletes compete on the Olympia stage, the organization itself will continue to grow and help more people reach their fitness potential. 1.MR has re=released with a new formula and they are releasing more products and flavors in the coming weeks. Like all businesses, the plan may change over time, but the mission remains the same.
“Through this we still maintain an amazing organic connection with our consumers. This is evident from our social networks. It’s evolution. No brand can attract everyone on day one. We’ve built a following, got the word out, and more importantly helped consumers achieve their goals. To a wider fan base. “We’ve been successful in every category leading up to it,” Reid explained.
Follow BPI on Instagram @bpi_sports and visit www,bpisports.com for more information on the new and improved 1.MR and their other additions.
This is sponsored content. M&F does not endorse the websites or products listed in this article.
