Bodybuilding will never EVER be mainstream. People laugh at bodybuilders. Unless you're into this "sport" no one is going to sit home and watch a bodybuilding contest. People that see pictures of bodybuilders go, "Ewww that's gross" or "Why would anyone want to look like that?" No average, sane person is going to get into bodybuilding like people get into basketball, baseball, football, or hockey, etc. No matter who "represents" bodybuilding, it will never happen. Bodybuilding was slightly more mainstream in the 70s, but still rather esoteric.