2003 GNC Show of Strength Review - A Ground-Floor Review of What's Hot (and What's Not)!

by Christopher Ball, B.Sc. Kine., ACE, ACSM | Consumer Advocate

Found in just about every mall and shopping center, GNC has become just about as common as Starbucks. Well, not that common, but you catch my drift. With GNC's popping up left and right, you can pretty much assume this supplement and vitamin retailer juggernaut is making a killing in the industry. You got that right!

This past weekend, the GNC Show of Strength in Atlanta, GA, was a first-class event hosting a blue-ribbon expo. With over 30 manufacturers exhibiting products and services, the Cobb Convention Center was buzzing with eager attendants enticed by the smell of protein bars and the promise of shredded bodybuilders. After a mind-blowing week spent in Vegas for the Mr. Olympia, I didn't have high expectations for this closely following show. Boy, was I pleasantly surprised. But before I get ahead of myself, let me touch on some of the more exciting products...

New Protein on the Block

New protein powder formulas are a dime a dozen these days as manufacturers are producing variations of formulas supported by pure marketing ingenuity. Whether its "slow absorbing" or "nocturnal post-absorptive catabolic reducing" using "cross-filtered micro whey" or "cold procession exchanged whey isolates," there's a confusing collection of choices. So what really makes one protein better than another? Cost and taste. As more protein formulas saturate the market, the price per serving generally decreases, and taste typically improves. Luckily for you, I found a unique formula that combines high-quality ingredients, cost efficiency, and great taste.

Lean Dessert Protein by BSN. They aren't kidding when referring to this advanced protein formula as dessert. Each serving is packed with 20 grams of quality protein, rich with digestive enzymes (good news for those of us who have sensitive stomachs), MCT's, EFA's, and glutamine peptides, which stimulate energy, fat loss, and muscle growth... Plus, the makers of this tasty protein formula are both knowledgeable and passionate.

Protein Bars Here to Stay

One thing is for sure, the protein bar wave is here to stay. These new candy bar wannabes are beginning to taste even better than their candy-bar counterparts! Fortunately, we've already begun to see the nutrition profiles of bars slowly improve, but until we have the perfect bar, we have the following chocolate covered protein (and fat!) delights:

Joyride Bar by Next Proteins
Next Proteins completes the quadrant with their fourth protein bar creation mirroring the Almond Joy. Joyride has a unique taste that's identical to its candy counterpart, making this bar extremely tasty and filling with 30 grams of protein.

Lean Body Gold Triple Layer Bar by Labrada
Labrada and company go head to head with Detour! Armed with an authentic almond taste and mouth-watering experience, this caramel almond fudge bar gives other candy-like protein bars a run for their money. Hats off to Lee Labrada with his friendly staff.

Carbwatchers Gourmet Sugar-Free Chocolate by Labrada
Labrada didn't stop with candy bars... I couldn't help but notice all the people at the show returning to the Labrada booth for seconds on these chocolate treats. Not the healthiest of treats and certainly not adequate enough to be referred to as a protein source... still these chocolates are a great substitution or healthier option when you have chocolate cravings.

New Product!

In a market full of "me-too" products and sub-par formulas, innovation is welcomed and usually rewarded. The latest in innovation is Peanut PowerButter. You say you love peanut butter but get enough fats from supplementing with flax seed oil? Prepare yourself! This peanut butter and flaxseed combination is drastically healthier than regular peanut butter with an even better taste and consistency. Thousands of show goers took free samples of PowerButter packets, which will definitely lead to long-time customers. This food product is destined for high demand, so get yourself a supply and beat the masses.

Names to Remember

Okay, I don't often venture beyond the realm of products, but I ran into two amazing industry leaders. One is a brilliant guru, and the other is a rising entrepreneur with a passion for value.

A Real SOLUTIONS favorite, Will Brink is flooding the information channels with groundbreaking articles and helpful data leading bodybuilders to the well of truth. He is a qualified source and has a knack for assisting rookie fitness models further their careers and their physiques. So whether you're out to find the definitive truth on nutrients, or you need help reaching fitness model status, visit his site for the best info: www.brinkzone.com.

Christopher with Will Brink and rising star Rosaline

Although competition for Real SOLUTIONS, it would be of great integrity to mention an incredible website leading the online supplement industry and providing cutting-edge products. Led by Mike McCandless, 1Fast400 has an impressive line of innovative products at competitive prices. I recommend joining his email list for updates on new product releases.

Free Stuff!

So what was the hottest product giveaway at the show? It surely wasn't the oversized MuscleTech bags filled with miniature NitroTech bars...

No, it was none other than our very own Real SOLUTIONS mag. Surrounded by crowds of eager readers, the Real SOLUTIONS team handed out a few thousand free copies. Over 30k readers have discovered this empowering mag with loads of mind-blowing content. Be an industry pioneer and subscribe ASAP before the next issue is released in December. Real SOLUTIONS is currently available as a quarterly mag, so while you wait, be sure to check out the next best thing: Physical. Put out by GNC, Physical mag is rich with helpful content and is led by a strong team of writers.

Lean System 7 spokes model Jackie Tefertiller

Maximum Growth & Strength

The Show of Strength was filled with the usual breathtaking fitness models and jaw-dropping mammoth bodybuilders, with no shortage of local fitness enthusiasts. However, the stars of this show weren't the ultra ripped professional bodybuilders and fitness queens but rather the extremely dedicated breed of passionate power lifters. There was no shortage of amazing feats: these guys and girls were pushing serious weight all weekend. A few of these hulks stopped by the booth to give their approval of the super effective 4-Week Maximum Growth program for building size and strength with the female and male hardgainer in mind.

Prediction: Bigger & Better for 2004

I decided to hold off on my typical comments against poor product producing industry-sketchy manufacturers like VPX (okay, just one jab!). It was a quality show and expo, with special thanks going to the Europa Sports (if you're a retailer and don't use Europa for your distributor, snap out of it and visit their site at www.europasports.com) crew who lead the industry in service and product distribution. This wraps up this review of the GNC Show of Strength. Although not as big and filled with energy as some other shows, this annual expo has huge potential for recruiting more people to take further steps toward taking care of their physiques. I can only expect this show to grow much larger and more popular, especially if GNC continues to dominate the supplement market.

Jackie with Europa Crew

Join me next time when I cover the infamous Arnold Classic in Columbus, OH!

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