Don’t Call It a Comeback: Bodybuilding Prepares for 2025 and Beyond

Bodybuilding.com, a brand under the Omni Retail Enterprises umbrella and longtime leader in the sports nutrition & fitness industry, is putting a stake in the ground. Rounding out its 25th year in business, the brand has plans to relaunch with a multi-year strategy in place to regain its stature as the number one source for health, fitness, and wellness solutions.   

Bodybuilding.com, or “BBCOM” as legacy customers dubbed it, has long been known for its diverse selection of products targeting various fitness goals. Outside of its physical assortments, it has historically partnered with top experts to deliver the newest developments in movement and workout programming, nutritional guidance, supplement education, and researched advice on performing better and living healthier.  

The brand plans to put consistency and innovation at the forefront of its business strategy, identifying the importance of recreating and reimagining what a best-in-class user experience looks like for its customers, both old and new. No stranger to excellence, BBCOM has previously won awards for its premier customer service, served as the presenting sponsor of the industry’s largest shows and expos, and ranked as one of the leading sports nutrition sites in the country. It’s been a brand that’s helped launch some of the biggest names in fitness today. Little known to most, Bodybuilding.com was one of the first online retailers of creatine, now the most researched and recognized supplement in existence, best known for its muscle-building and cognitive improvement qualities.  

“The legacy behind this brand is exceptional,” said Omni CEO, Sharon Leite. “For the last 25 years, the fitness community has sought out its expertise in supplements, nutrition, training, and leading a healthier lifestyle. We’re both excited and proud to restore what’s made this brand so unique in the past and bridge the gap to an innovative future within the fitness and wellness industry.” 

Bodybuilding.com plans to make a run for the top spot through the adoption of building community, content, and commerce. With high value placed on establishing a trusting relationship with customers, its goal is to showcase both its historical authority and a commitment to brand evolution.   

Product Development & Evolution 

Since 2018 Bodybuilding.com’s leading house brand, Signature Series, has served as users’ one-stop-shop supplement line, sporting everything from pre-workouts and proteins to vitamins and creatine. Now, six years after it first debuted, Signature is getting an upgrade, with new and improved products making their way into the lineup along with the removal of all artificial dyes. The line is slated to launch this December.  

Head of Product Development and Merchandising for BBCOM, Steve Marada, plans to extend the brand’s offerings by expanding outside of traditional sports nutrition products. The coming years will include the addition of wellness and vitamins, peptides, and an addition to a metabolic tele-health service. 

“Our Bodybuilding.com Signature Series will set the benchmark for innovation and quality,” said Marada. “Every product we develop is backed by cutting-edge science, from new ingredient forms to enhanced flavors, all produced by U.S.-based manufacturers adhering to the highest standards, including GMP-certified practices. Our mission is to push the boundaries of what’s possible in sports nutrition without ever compromising on quality or safety. When you choose the Signature Series, you’re choosing unparalleled excellence.” 

In addition to the expansion of its own private lines, Bodybuilding.com is partnering with leading third-party brands within the supplement space. The kickoff comes this month with Kaged launching on BBCOM, followed by other key players making their debut before year’s end.  

“We take a highly selective approach to the brands we partner with, ensuring that only those that meet our stringent standards of safety, quality, and excellence make it onto our platform. We don’t believe in carrying every brand—only the ones that push the industry forward,” said Marada.  

Digital Engagement & Education  

In tandem with its supplement strategy, Bodybuilding.com is releasing an entirely new fitness app experience by 2025. The goal? Providing users with a platform to connect with one another, track health metrics, and take classes with certified coaches and specialists within multiple modalities of movement. The app, slated to make its debut by the new year, will be BBCOM’s largest technological advancement in five-plus years and will serve as what they believe to be the best place for users to both begin and evolve their fitness journey.  

“The new BBCOM APP is an innovative and modern take on helping individuals achieve their fitness goals”, said Omni CTO, Jeff Haddox.  “This all-in-one platform blends workouts, metric tracking, and community connection that caters to both traditional bodybuilders and fitness newcomers alike. We are thrilled to continue to partner alongside our customers on their fitness and wellness journey and are excited to welcome new customers into the Bodybuilding.com ecosystem.” 

The brand plans to announce its new roster of coaches in November, revealing the key categories of workouts and programming that will become available at launch. Upon entering the app, options to select individual coach-led workouts, multi-week programs, or a unique “build your own” will be available. The options to save, like, and share fellow user workouts will exist, should they choose to set their profiles to public.  

Being fit isn’t a one-size-fits-all approach, nor is the care provided to customers when in search of a customized supplement and movement routine. BBCOM is dedicated to empowering its customer care team with the tools to provide users with a best-in-class experience when visiting the site or app. It’s joined forces with current partner, The National Academy for Sports Medicine (NASM), which will be providing certifications in both personal training and nutrition/supplementation to BBCOM customer care team associates, further aiding customers with supporting their product selections.  

Building Community in the Community  

BBCOM is hitting the road in the back half of 2025 and plans to create holistic fitness and wellness events for communities nationwide. With plans to announce event dates and locations early next year, BBCOM’s goal is to create experiences for like-minded fitness folks to gather, sweat, and learn through agenda-packed days with select partners.  

“Now more than ever people are looking to connect in real life,” said Danielle Bitts, Head of Brand Marketing for Omni. “We have a responsibility to bridge the gap between digital engagement and in-person activations to not only showcase our brand values, but to serve as the connector of people looking to live healthier lives through the vehicle of movement.” 

Bodybuilding.com plans to provide attendees with workouts, paneled speakers, and access to select supplements and apparel, as well as the opportunity to partake in various content series’. After all, community is what makes a business a brand.