Levrone is infusing some badly needed interest into this industry. Professional bodybuilding is dying a slow death. Less and less people give a shit about a bunch of overgrown men that have no other talent than to inject steroids, work out and eat what their masters tell them to eat.
People want to see humans on that stage which have bodies that look aesthetically pleasing to the eyes. They want to see proportions that while not easily attained by most is at the very least somewhat feasible. Now a days, you have walking, pharmaceutical experiments that reek of guts bulging through their abdominal wall (see: Branch Warren for instance).
There's a reason why Men's Physique is gaining so much traction. The simple answer is marketability. What you can market, you can also make money from. You can't use these overgrown behemoths for anything more than to pimp out fart powders, snake oils and magic potions. The people that run this industry have slowly come to this realization and they would really want for that classic bodybuilding look to come back. They would love for an era where more bodybuilders would look like Arnold in his prime. A figure that looks great in suits, everyday clothing and has a look that can seep into Hollywood.
For instance, the ROCK is huge and by every day standards, most people can't attain his look without a generous amount of steroids. At the very least though, you do know that if you work hard enough towards it, you might attain certain similarities to him, without drastically morphing your body into some strange, troll-looking creature.
Reality folks...That's what the old brass at the IFBB and the supplement companies are coming to terms with.
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