Usually they have a relationship with a guru, trainer, promoter ,or judge (usually wear the same hat in NPC)
And the other competitors too know that you have to have people compete
They need people to buy the fart powders and pay to play for the plastic trophy 🏆
The end game for those people is an instagram page that on the surface looks like they compete a lot - on stage solo diff shots, 'yea that's me in Atlanta, that's me in Philly - I posed to fckn Metallica that show brah". All the while your thinkin to yourself 'the big dude that does heavy squats has better legs than this clown on his best day after a 12 week diet ?'
Gets them clients , gets them attention !!!!!! Esp in a small town or gym - shits yea
And like dude said above -- when people ask them 'why do you do all this ' like it's not normal , they can justify the use of redneck bathtub testosterone as a means to 'compete' and 'helps me diet/train better for a show' ,,,,.burns through cash supply of not replenished often is key