Bodybuilders and fans of bodybuilding buy stereos, cars, sunglasses, use credit cards...the list goes on and on
Please put some more info to your post why you believe he 'only' has hardcore marketing potential
Bodybuilding fans are only a small segment of the population. How many folks can I reach at one of your events? Not that many. If you're looking to market only to bodybuilders...cool. But if you're looking for mainstream marketing...not gonna happen.
Not only that bodybuilding can't even get CABLE coverage anymore. That's where the bread and butter of advertising is...television. The Olympia was the other weekend, and I heard nothing about it on any television station.
Jay does not have what it takes to relate to the non bodybuilding fan. As I said before, when he guest posed at the local show...the only folks creaming their pants were hardcore muscleheads and horny old grandmas. They seem to like him. That's jsut his physique.
You need sex appeal and charisma to really cater to the mainstream crowd. If bodybuilding wants to get some of the steam it had when Arnold was on top, then they will need to find that charismatic, sexy, and smart individual to represent them.