Australia is far too small. There are hardly any bodybuilding shows. There are hardly any serious bodybuilders and many wouldn't even compete anyway. On top of that Lee is living in Newcastle? What's the population there 500k-1m? He needs to be around the scene and that means competing in the USA and placing well.
Companies would rather sponsor footy players. I think that's what most guys would want to look like, even skinny AFL players.
As an example with population, i have a product i'm trying to get right in China, once i'm happy with it i have a business partner who will be in Cali to sell it. Sydney pop=6 mil, Cali pop=36mil with close large cities and much higher turnover. Australia is nice but far too small for a supplement company to make what they could in the USA.