The deal with Schwarzenegger, a former Mr. Olympia titleholder, a movie star and ex-governor of California, will result in a brand new product line, said MusclePharm CEO Brad Pyatt. And, Pyatt emphasized, Schwarzenegger isn’t just putting his name on the products.
“We wanted to make sure that this was authentic and that Arnold was part of the process. This isn’t an endorsement deal. This is basically a partnership. This is his line; he is using his legacy to build a product line to connect to his customers,” Pyatt said.
Seven new products
Following the recent trend in sport nutrition product launches, the new product line features a suite of products that can support a strength athlete’s nutritional needs at and outside of the gym. The new product line, which Pyatt says will available starting in September, will consist at the outset of seven products, all with “iron” in the name. They are:
- Iron Cre3 — a creatine product.
- Iron Cuts — a fat burner said to“support healthy estrogen balance and cortisol levels.”
- Iron Dream — a sleep aid.
- Iron Pack — a multivitamin product that includes liver.
- Iron Pump — a creatine free formula based on the nitric oxide boosting action of arginine nitrate.
- Iron Whey — a 100% whey protein product.
- Iron Mass — a mixed protein, fats and carbohydrate formula.
Pyatt said some of the ideas behind the formulas have been under development for a couple of years at MusclePharm for either line extensions or new products. But bringing Schwarzenegger on board helped send those ideas in new direction, he said. This was especially true of the Iron Mass product.
“Our doctor has been working on this for a couple of years. But then working with Arnold we added some new thinking. We added hydrolyzed beef protein and lactoferrin. These are things that a normal sports nutrition company wouldn’t even think to do,” Pyatt said.
“Arnold, with his vast experience in sports nutrition, lifting and just fitness in general gave us some new things to think about. Like in terms of healthy fat, using whipping cream, for example.
“And in the multivitamin product we included liver tabs, which is a very important tool for people trying to build muscle. These are some unique things that Arnold is bringing back from his days in training,” he said.
“It’s unique how these products came to fruition. It represents what Arnold believes in and what MusclePharm has always been about. We want to be clean and safe,” Pyatt said.
Landing a deal with Schwazenegger is a dream scenario, Pyatt said, and one was languishing in the daydream phase. But then the company formed a connection to Schwarzenegger through one of the company’s investors.
“It’s one of those things you envision. When you start a sports nutrition company who do want the most? It’s Arnold Schwarzenegger. He’s the Jordan for Nike in this industry,” he said.
In addition to the company’s clean image, Pyatt said he thinks Schwarzenegger, who rose from obscurity to superstardom, connected with their life stories. Pyatt is, as he puts it, “a nobody who got into the NFL” while his partner was a former coal miner who landed on the covers of fitness magazines.
“And then to pique his interest was really exciting,” Pyatt said. “I’ve lived and breathed Arnold since I was 16. I’ve read every book, I’ve seen every movie.”
In addition ot the products, MusclePharm plans a set of educational tools to complement the line. The platform, tentatively named the Arnold Blueprint, will be an ebook or an app and is planned for launch in January.
It all adds up to a bright future for fast-growing MusclePharm, Pyatt said.
“A lot of celebrity-based products haven’t taken off. Arnold is different. Arnold is the most iconic name is this industry behind Joe Weider,” he said.