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Added Jun 06, 2012 at 12:48PM EDT by Don.

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About is a website which features editorial content related to the bodybuilding and fitness industries, an online store for supplements and a web forum where people can discuss bodybuilding and fitness-related topics. The forum has had a significant impact on Internet culture, with the creation and proliferation of several Internet memes.


The domain[1] was registered by Idaho resident Ryan R. DeLuca when he was 21-years-old on February 16th, 1999. In the coming years, the site became a successful online retailer selling a variety of sports supplements and nutritional products. The site's community was expanded with the creation of profile pages and increased use of the various discussion forums.

Commercial Success

On September 28th, 2005, the e-commerce news blog Internet Retailer[14] reported that was expecting to reach $48 million in sales in 2005. In July of 2006, a majority interest in the site was purchased by Milestone Partners for an undisclosed amount, which Wall Street Journal estimated as more than $100 million. Also that year, the website was ranked at No. 230 on Inc.'s 500, a list of the nation's fastest-growing private companies. On July 25th, 2007, the business news blog Inc[6]published an article titled “Catching Up with the 2006 30 Under 30 Alumni”, which included a statement from DeLuca claiming that the site had reached over $65 million in sales and employed a staff of 235 workers. On January 7th, 2008, the international news agency Reuters[2] published an article reporting that Liberty Media Corporation had purchased a controlling stake in the site.


Online Store

The site’s main source of revenue comes from its online store selling various supplements and nutritional products. The site’s “Body Space” and “SuperSite” sections offer workout instructions, videos, photo galleries and other editorial content related to bodybuilding and fitness.


The BodyBuilding community forums contain boards for discussions about supplements, workout programs, bodybuilding and weight lifting subcultures, pictures, competitions and other fitness-related topics. The /misc/ (miscellaneous) board is a prominent hub of internet memes, from reaction faces (Didn't Read LOL, U Jelly and Come at me Bro) and advice animals to male-centric humor (Brazzers, Bitches Love X, 2/10 Would Not Bang) and asnine copypastas (Tree Fiddy, Spaghetti Stories) .

screenshot of a post on the forum


On December 21st, 2004, USA Today[13] published an article titled “Sales up as andro ban nears,” in which DeLuca claimed a looming federal anti-steroid law was resulting in a massive increase in sales on the site. On April 10th, 2012, The Washington Examiner[12] news blog published an article titled “ CEO admits selling steroids”, which reported that DeLuca agreed to a plea deal to pay $500,000 in fines for the site’s sale of products that contained anabolic steroids.


Do You Even Lift?

The condescending expression do you even lift? is often used on the BodyBuilding Forums to question the legitimacy of another member's fitness expertise or weight lifting routine. On February 16th, 2002, the earliest known use of the phrase was posted by BodyBuilding Forums member Chris C during an argument with forum member bubbaT. It is now often associated with an image macro featuring Iron Sport Gym co-founder Steve Pulcinella.

Steve Pulcinella rolling his eyes and caption asking do you even lift

Dat Dere Celltech

On September 6th, 2004, eight-time Mr. Olympia bodybuilder Ronnie Coleman answered an email inquiring if he was "natural" with the response "No I take dat dere Celltech". The phrase became popular on the BodyBuilding[16] forums after a screenshot of the exchange was submitted by forum member TRICK D on February 6th. 2005.

Ronnie Coleman <bigron> 06 September 2004 08:22:35 From: Sent To : Subject Re: are you natural?> No I take dat dere celtech Ronnie> wrote hi, i just wanted to ask you if you are natural? thanks, gary

I'm 18, Do I Have Potential?

On October 30th, 2005, BodyBuilding[15] forum member badboy2 posted a thread titled I'm 18, do I have potential?, which featured a photo of a man flexing in front of a window. Shortly after, other forum members began replying with edited versions of the photo, putting the man various humorous contexts and dressing him in different outfits.

shirtless man flexing and posing in front of window shirtless man photoshopped as a pirate flexing and posing in front of window


The Australian amateur bodybuilder Zyzz created a[8] profile on October 11th, 2005. He became an active member of the /misc/ (miscellaneous) board, where he posted videos of himself and frequently trolled other members of the community. Prior to his death on August 5th, 2011, Zyzz posted 839 times on the BodyBuilding forums and had over 400 pages worth of members listing him as their inspiration.[9]

screenshot of Zyzz's profile on the forums


The pejorative slang term curlbro is often used in the BodyBuilding forums to criticize other member's workout routines that do not include enough compound exercises or leg training. It is also used to mock those who inappropriately perform curl exercises in the squat racks.


The business news blog StreetInsider[7] reported that had over 100,000 daily and 3,100,000 monthly unique visitors in November of 2007. As of June 6th, 2012, the site holds an Alexa[3] rank of 723, a Compete[4] rank of 919 and a Quantcast[5] rank of 973.

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