Times have changed. A big example is Repetrope/USA Muscle. In the late 80's though the mid-90s, it was another company - VIDEO ACTION - that used to tape the NPC contests, pre-judging & pump room videos. You had to buy these videos if you wanted to look at bodybuilders other than just the magazines. VIDEO ACTION or TERRY PHOTO [ out of San Francisco ! ] invented the " pump room " tapes of filming bodybuilders backstage pumping up, oling & posing. Whatever company it is, they all pay the NPC big fees at having access to shoot the contests.
Look at Repetrope today. What was once only seen by bodybuilding fans, whatever their sexual orientation, is now a staple at every big national NPC contest. You can view bodybuilders in all types of posing on the internet. It's now as established part of viewing bodybuilders, and it used to be even more of a cultish, fetish interest even 12 years ago before the internet exploded, and opened the gates to bodybuilders being seen more as homoerotic.
And other gay owned companies, like Musclehunks, Musclegallery, Muscleworship and Jimmyzproductions are all getting some NPC bodybuilders , and even IFBB pros [ Kai Greene dances at Jimmyz strip shows in L.A. ] to pose. So, it's total gayness all over the internet for extroverted bodybuilders to show themselves off , whatever their motives are. And look, a lot of these guys who pose for the websites, or dance for a gay audience, or do jerk off videos, are getting major coverage and covers of the muscle magazines. Case in point: Chris Jalali is one of the favorite bodybuilders getting major covers of muscle mags & features, and he did j/o videos for Musclehunks. Gay editors, photographers & owners of these companies that are making money off of bodybuilding are featuring these bodybuilders.
Oh, & don't forget, the NPC gets a big cut from the fees that Repetrope/USA Muscle, Contest Muscle & Terry Photo [ all gay owned & controlled companies that make lots of money ] have to pay them. It's all part & parcel of the business. And the internet has blurred the lines & broken down taboos & barriers of what was once too gay, too fetish, too much on the fringe of homoerotic.