Photo: MusclePharm’s new Strategic Advisor and Chief Editor of Content, Bill Phillips.
A prominent name in sports nutrition is looking to enter the direct selling space by early 2016. Global supplement seller MusclePharm has tapped Bill Phillips, a pioneer in the fitness and bodybuilding industry, to help the company develop a direct selling strategy.
MusclePharm has brought Phillips on board as Strategic Advisor and Chief Editor of Content. Phillips is the former Owner and CEO of EAS Sports Nutrition, purchased by North Castle Partners in 1999 for $160 million and later sold to Abbott Laboratories for $320 million. His book, Body for Life, sold 6 million copies and spent more than five years on the New York Times Best Seller List.
“When I first founded MusclePharm, I viewed Bill Phillips as a mentor on how to build a company committed to helping people live healthier lives through science-based, quality products,” said Founder and CEO Brad Pyatt. “I am looking forward to working with Bill as we expand to new customers who are looking to transform their lives.”
With its forthcoming direct selling model, MusclePharm plans to target consumers over 40, a relatively untapped demographic for the brand. The 7-year-old company currently distributes its products—including its popular Hybrid and Core Series, Arnold Schwarzenegger Series and FitMiss brands—through more than 35,000 retail outlets in 110 countries.