Bodybuilding.com partners with ecommerce firm that specializes in distressed brands

By Hank Schultz contact

- Last updated on GMT

©Getty Images - CandyRetriever
©Getty Images - CandyRetriever

Related tags: ecommerce, Sports nutrition products, Sports nutrition sector, Sports nutrition

Legacy sports nutrition brand Bodybuilding.com has thrown in with a rising affiliate marketing platform that specializes in revamping struggling brands for success via online sales.

The new partner is called Retail Ecommerce Ventures, which was cofounded in 2019 by entrepreneurs Tai Lopez and Alex Mehr.  The company has specialized in buying the rights to brand names of bankrupt companies, including Pier 1, Radio Shack, Dressbarn, Ralph & Russo, Stein Mart, Franklin Mint, Modell's, MentorBox, FarmersCart and Linens 'n Things.  Many of these brands were struggling before the pandemic retail shutdowns drove the final nails into their coffins.  For example, as late as early 2020 Pier 1 operated as many as 1,000 brick and mortar stores.

Founders urge visitors to 'co-invest' for online sales

REV operates affiliate marketing programs based on the pull of the brand names.  The REV website asks visitors to “co-invest Tai Lopez and Alex Mehr as we lead the ecommerce boom.”​  Lopez also offers courses in crytocurrency and real estate investing and more.

"We couldn't be more excited to become partners in the Bodybuilding.com platform. My dad was a professional bodybuilder, and this is a brand I have been passionate about for nearly two decades,”​ said Lopez.

'Trusted content' highlighted

"This company's history is only in its first inning, and at a time when there's so much noise and confusion on the internet, Bodybuilding.com's trusted content, products, and community are more valuable than ever,” ​he added.

Karl Walsh, CEO of bodybuilding.com​, said  REV’s ”expertise in e-commerce, digital marketing, technology, and community-building is a significant value-add to our platform and will further catalyze our growth both domestically and internationally.”

Bodybuilding.com built its brand on proprietary content, such as workout and nutrition videos, that helped drive the sales of the supplements, foods and other products sold on its site.  The company claims to have a library of 25,000 articles, 9,000 videos, and a loyal community of more than 15 million online subscribers to support the more than 10,000 products it offers for sale.

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