First off calling bodybuilding a sport is stretching it. But, the bodybuilding mags are a different situation because they are owned by the company that owns the bodybuilding federation everyone is a member of. Sports illustr.sated is not owned by any sports team as is any other major "real" sports magazine. Golf Digest is not owned by the PGA. Tennis Digest is not owned by the USTA. FLEX, M&F and whatever others are owned by AMI (formally the Weiders). Just another reason why BB is stupid to get in too.p