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MusclePharm Corp. (MSLP) Gives Marketing & Distribution a Workout

It’s been a heady few weeks for MusclePharm Corp., makers of sports nutrition supplements for bodybuilders, athletes, and fitness enthusiasts. The company just signed a licensing agreement with MMA Elite, the Mixed Martial Arts brand of sports licensing giant UBM (Ultimate Brand Management), under which MusclePharm supplements will be distributed to major drugstore chains and big box clubs. In addition, the company also signed Jeremy Deluca, a moving force behind the growth of online powerhouse, as Chief Marketing Officer and Co-President. It all reflects MusclePharm’s ongoing efforts to grow distribution along with the brand name.

MusclePharm sells its various health supplement lines both domestically and internationally. They sell through physical retail chains, including approximately 1200 GNC stores, and nearly 500 of The Vitamin Shoppes outlets. They also sell through roughly 100 online sites, such as, the largest online retail outlet for sports nutrition products where MusclePharm products are some of the biggest sellers.

The strategy of the company is to become known as the athlete’s company, run by athletes, providing an underlying brand stature and increased consumer confidence. MusclePharm spends a great deal of money and time researching and developing their products, getting input from professional athletes, coaches, fitness experts, and medical personnel. They add to this a variety of state-of-the-art equipment, enabling them to attach real numbers to their tests. They want the company’s name to be synonymous with quality.

The company and its products already have endorsements from a number of NFL players, UFC fighters, and fitness athletes. Sponsored fighters, for example, wear the MusclePharm brand on their uniforms, paralleling MusclePharm’s advertising at Ultimate Fighting Championship events. MusclePharm also does in-store promotions, with athlete appearances.

The company now even has an expanding MusclePharm apparel line for men and women, including workout wear, caps, shorts, t-shirts, and pullovers, all moving the MusclePharm brand.

For additional information on MusclePharm and their products, visit the company’s website at

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