Mr. Olympia Weekend Under New Ownership

American Media sells the Olympia brand.

In a statement released on Valentine’s Day, American Media, LLC announced that they have sold the rights to the Olympia Weekend contests and promotion as well as the titles of Muscle & Fitness, FLEX, and Muscle & Fitness Hers to Jake Wood of Wings of Strength.

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Digital Muscle Media- NEW YORK, Feb. 14, 2020 /PRNewswire/ — In a landmark deal, American Media, LLC today announced it has reached an agreement on the sale of the iconic Joe Weider's Olympia Fitness & Performance Weekend as well as the Muscle & Fitness, FLEX and M&F Hers media brands. The prestigious Olympia Weekend, held annually in Las Vegas, is home to one of the global fitness industry's signature consumer tradeshows while also serving as the world championships of several professional physique sports, including the legendary title of Mr. Olympia. The sale of the event and media assets marks the latest acquisition for Jake Wood, an Arizona-based fitness industry insider whose growing portfolio includes digital media and event properties. "My primary motivation for acquiring the Olympia is to bring the event back to the fans," explains Wood. "It's a dream come true to take ownership of some of the fitness industry's most celebrated brands. Our ability to also acquire a media portfolio that includes Muscle & Fitness allows us to reach one of the largest fitness-minded audiences in the world. This is a great day for everyone who shares a passion for fitness, nutrition, training and the bodybuilding lifestyle." It was also announced today that Dan Solomon, hired in 2018 to oversee the overall Olympia property, has agreed to a five-year contract extension and will serve as President and Chief Olympia Officer under new ownership. In addition to his oversight of the Olympia, Solomon will also manage the integration and strategy for the newly acquired media portfolio, including Muscle & Fitness. Solomon explains, "We have achieved something incredibly powerful. The deal has been carefully crafted, clearing the way for us to offer sponsors and advertisers one of the largest combined audiences in the entire category. As we roll out a wide-reaching media and event integration, we also add key resources brought to the table by our new owner. Jake is a visionary and his track record for success speaks for itself. Our sponsors, exhibitors, athletes, readers and fans will be pleased by what the immediate future holds." In addition to the Mr. Olympia, the in

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“In a landmark deal, American Media, LLC today announced it has reached an agreement on the sale of the iconic Joe Weider’s Olympia Fitness & Performance Weekend as well as the Muscle & Fitness, FLEX and M&F Hers media brands. The prestigious Olympia Weekend, held annually in Las Vegas, is home to one of the global fitness industry’s signature consumer tradeshows while also serving as the world championships of several professional physique sports, including the legendary title of Mr. Olympia.”

Wood, based out of Arizona, not only was the owner of Wings of Strength but also the website Digital Muscle Media. He is best-known in the sport of bodybuilding for his dedication to promoting women’s bodybuilding. With this acquisition, he now becomes the third owner of the Olympia contest and weekend going back to its creation in 1965 by brothers Joe and Ben Weider. Wood shared his excitement in a statement with the announcement.

“My primary motivation for acquiring the Olympia is to bring the event back to the fans. It’s a dream come true to take ownership of some of the fitness industry’s most celebrated brands. Our ability to also acquire a media portfolio that includes Muscle & Fitness allows us to reach one of the largest fitness-minded audiences in the world. This is a great day for everyone who shares a passion for fitness, nutrition, training and the bodybuilding lifestyle.”

Along with the sale of the Olympia properties and titles, Chief Olympia Officer Dan Solomon agreed to a five year extension to continue promoting and producing the Olympia. Solomon has also been named President as well as COO.
The Olympia titles currently remain under the sanction of the IFBB Professional League. The winners of all the professional contests, including Mr. Olympia, are considered the world champions of those divisions. In 2020, there will be 10 pro division contests including Mr. Olympia (Open), 212 pound division, Classic Physique, Men’s Physique, Wheelchair, Ms. Olympia, Women’s Physique, Fitness, Figure, and Bikini.

IFBB Pro League President Jim Manion expressed support of the new ownership and the future of the contests.

“I am proud to stand with Jake and his team as we usher in a new era. The Olympia is already our most valuable event partnership and the most anticipated event of the year, but I think we’re about to see something amazing under a passionate and dedicated new owner. Jake’s love of bodybuilding is authentic. He and his team have my full support.”

The 2020 Joe Weider’s Olympia Fitness and Performance Weekend is scheduled for September 9-13 in Las Vegas, Nevada.

Featured Image: Instagram/digitalmusclemedia

Roger Lockridge

Roger Lockridge

Roger "Rock" Lockridge has been writing professionally for 10 years and has been training for 20. His work in the fitness industry has been seen in numerous outlets and has been a part of coverage for several events including the Mr. Olympia, Arnold Classic, the CrossFit Games, and the Olympics. He's also shared his own personal success story in several interviews and articles. Lockridge lives in West Virginia with his wife and son.

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