Whether you love ’em or hate ’em, when looking back at 2013, or for that matter either of the past two years. You can’t help but bring up Muscle Pharm. For this reason and this reason only, we put the Athlete’s Company at number 4 on our list of 2013’s Top 5 Brands. The action in the past 12 months saw promised launch dates looked over, updates go missing, surprise supplement lines come to life. However most important of all, it saw Muscle Pharm in the spotlight time and time again. This year actually marks the brand’s third time in our Top 5 list, a record held by only one other company set to be revealed on Thursday.
It all started back in January when Muscle Pharm previewed, then released a line of products not so much designed for women, more marketed towards women. As the formulas were uploaded one by one, after the Athlete’s Company missed their new year’s launch date by almost a month and a half. It became quite clear that the Fitmiss female collection was in fact a series of supplements identical to that of Muscle Pharm’s Hybrid and Core products. While it was something we were extremely disappointed in, it kept them in the spotlight, as well as a lot of people’s attention during the first two months of the year.
After the complete release of the Fitmiss line, hype began to build based around an announcement Muscle Pharm made at the Arnold Classic. The news surfaced and spread fast on a creatine nitrate formula titled CRE-3, something the brand were calling a #gamechanger. At that time rumors started flowing about an entirely new series of supplements following on from CRE-3, called the Nitrate Series. This was spawned from the registration of multiple trademarks similar to CRE-3, in BTA-3,GLT-3, BCA-3, and ARG-3. Over the next couple of weeks Muscle Pharm carried on with the hype teasing several dates for a big announcement.
While hanging on to the momentum of CRE-3, the Athlete’s Company proceeded to talk about a couple of other products that had been whispered about in the past, that could have possibly been a part of their big announcement. These included a previously pictured Assault RTD, the mass protein formula Clean Mass. Along with a couple of others rumored to be in the mix, the Athlete’s Pak, Energel, and the chance of some more individual Core items.
Days, weeks, and months came and went, with nothing about any of the supplements mentioned, hoped for, or teased. It wasn’t until about sometime in July when all was revealed in the confirmation of a deal between legendary bodybuilder Arnold Schwarzenegger and Muscle Pharm. Basically the products that were previously being worked on, all got pushed into the Schwarzenegger Series. Clean Mass became Iron Mass, Athlete’s Pak became Iron Pack, CRE-3 became Iron CRE3, and two updates Hybrid N.O. and Bullet Proof, became Iron Pump and Iron Dream. Other supplements were included in Arnold’s range for their own specials reason. With Iron Whey as Muscle Pharm’s answer to an affordable protein powder, and Iron Cuts presumably a more energy driven weight loss solution compared to Shred Matrix.
In the months that followed leading up to the Olympia, there wasn’t a retailer not teasing the coming of the Arnold Schwarzenegger Series. Going from rumors and previews, to news that cast a green shadow over the entire industry. Muscle Pharm were arguably at their peak, even if you hated the products the brand put together. They were being talked about, hyped, and anticipated. The more dangerous part about it all is that the combination of Arnold and Muscle Pharm carried enough weight, that it did not matter what supplements they produced. The power of the collaboration was plenty, and this was further proved when reports came in of the brand selling a lot more than they were prepared for.
From the Arnold Schwarzenegger announcement and release, the Athlete’s Company continued to stay relevant successfully launching a reformulated version of their pre-workout Assault. Something that seem to have been designed to keep fans happy, by carrying over most of the same features, upgrading a few ingredients, and editing some areas that were picked on by loyal fans. Two other Muscle Pharm successes that took place in the second half of 2013 include the exclusive 5lb variant of Combat Protein Powder for Costco, and the complete release of the MP Sportswear Summer and Spring Collections.
As we move into the new year, we can not begin to imagine what Muscle Pharm have planned. A quick look back at 2013 says that they have the ability to change and move in directions at the flick of a switch, a power not many companies have. All we know is that whatever the Athlete’s Company choose to do, just like in the last 12 months, everyone will be watching. Muscle Pharm is arguably the most powerful name in the industry, a status that the brand will no doubt continue to take full advantage of, and continue to build on.
