Anybody remember Bill Phillips?
Any comments about Met RX and EAS?
I must say that they were some of the better tasting supplements!
I found this interesting read (I added the pics):
In 1985 Phillips' soon to be flourishing publishing empire, Mile High Publishing, began with a small newsletter teaching bodybuilders how to use anabolic steroids. The newsletter was written and printed in his mother's basement. Funded with $185 he and his brother had made from mowing lawns, its original name was The Anabolic Reference Update.
In 1992, Phillips moved out of his mother's home and dramatically changed the publication's format and its name to Muscle Media 2000 (usually referred to as "MM2K"). The magazine grew rapidly in popularity, partly because of its frank discussion of the underground aspects of bodybuilding such as the use of and even how-to smuggle steroids, and columns by controversial writers such as The Steroid Guru Dan Duchaine, and Editor-in-Chief TC Luoma. At the time every other bodybuilding publication was completely devoid of such "taboo" subjects.
Phillips also stated that MM2K would independently laboratory test every prospective advertiser's supplements and ensure they met nutrient label claims before he allowed their advertisements in the magazine. Such assurances and the new-found candid way previously taboo subjects were openly covered appealed strongly to many bodybuilders, and accordingly Phillips gained their trust.
In MM2K Phillips highly endorsed MET-Rx (a meal replacement supplement), and this relationship with readers helped it become the highest selling bodybuilding supplement ever at that time.
It was later revealed however, that Phillips and the creator of MET-Rx, Dr. A. Scott Connelly, were in fact business partners, and the endorsements clever marketing. This partnership also included bodybuilders Lee Labrada and Jeff Everson.
It was around this time that Phillips began working with convicted felon James Bradshaw. Bradshaw was considered at the time to be the largest steroid dealer on the West Coast, grossing over $40,000 a week. This eventually would lead to Bradshaw serving four years in a Louisiana prison, where he educated himself on marketing.
It was Bradshaw who reportedly convinced Phillips to market MET-Rx heavily in the Natural Supplement Review, Phillips' supposed unbiased review of numerous bodybuilding supplements. He also had the idea for Phillips to give the Review away for free to readers of Muscle Media 2000 providing the MET-Rx with addresses of potential buyers, and a large amount of advertising. Sales of MET-Rx rose exponentially. Bradshaw and Phillips had stumbled upon a very successful method of marketing to bodybuilders, and they, and original investors Everson and Connelly, got very wealthy. Their partnership was short-lived however.
Phillips and Connelly had an agreement that distribution of MET-Rx would be controlled, and that they would not sell it to retail outlets in order to keep supply low during the period of high demand created by the advertisements in Muscle Media 2000. Connelly however, had other ideas and began selling it to mainstream distributors and department stores. Phillips believed this move lessened its appeal to bodybuilders, and destroyed the "mystique" of the product. The two parted ways, and as part of the settlement, Phillips was legally bound not to mention the name of MET-Rx in his magazines (thereafter he would refer to it as "the leading brand"). But by then Phillips had his eye on another venture that would eclipse MET-Rx altogether - EAS.
Thread: Bill Phillips