http://www.paidcontent.org/entry/419-liberty-buys-majority-in-body-building-site-for-more-than-100-million/Liberty Media (NSDQ: LINTA) is beefing up its online portfolio, in more ways than one: it is buying majority in sports nutrition and fitness info site BodyBuilding.com, for more than $100 million, according to WSJ. It is buying the stake from the site’s founding family and a private-equity firm. CEO Ryan DeLuca’s family sold a 60 percent interest in the company to Milestone Partners, a Pennsylvania private-equity firm, in 2006.
The site has two components: an e-commerce site selling sports and fitness nutrition products, and the other part is a fitness info and resource section. It was founded in 1999 and based in Meridian, Idaho. BodyBuilding also operates BodySpace, a social network where more than 100,000 users post pictures of their bulging muscles and swap exercise goals. Bodybuilding.com’s sales are increasing at more than 60 percent a year, according to the companies, and are expected to top $100 million in 2008.
Bodybuilding.com will also be promoted through Liberty-portfolio company QVC, using its direct-marketing and video-commerce experience, the company said.
