Let's do something new but familiar for this one. For those who do not know Dwayne 'The Rock' Johnson & his business partner Dany Garcia will be presenting their new event called Athleticon from Atlanta, Georgia on Saturday & Sunday of October 10th & 11th, 2020. (I know that the event is actually Friday the 9th to the 11th but the Athleticon website say 10th. For that reason I went with
I actually heard about this event from the Nicks Strength & Power (N.S.P.) Youtube channel. I start with this because Nick pointed out how this related to his channel. This event will be one month after the Mr. Olympia 2020 from Las Vegas, Nevada on Wednesday to Sunday on September 9th to 13th, 2020. This is relevant because the Olympia weekend is the most important weekend in the fitness and athletic industries every year. The one that comes in second is the Arnold (Schwarzenegger) Classic from Columbus, Ohio. That event takes place in March every year and acts as the second tent pole that carries the fitness industry through it's many categories. The third being the Crossfit Games which usually is the end of July or first weekend of August. There's actually a fourth which is the Worlds Strongest Man but it's lost it's luster over the years. It's because of broadcasting but I'll get into how that might affect Athleticon.
If this event works it may become a new pillar or possibly replace one of the pillars of the fitness industry. While that maybe years away lets look at what might be done for this first version of what could be an evolving event. Starting with why this event came about I'll do some guessing based of what I know and what I can guess. The first being that this came about because of failure.
A few years back Seven Bucks Productions, the production company founded by The Rock, Ms. Garcia and her younger brother Hiram, were involved in the Mr. Olympia event. The Rock came to the show and was set to make a major announcement at the key program of the event, that being the Mens Open Bodybuilding contest to crown that years Mr. Olympia winner. It was won by the reigning and repeating champion at the time Phil Heath. Before presenting the trophy The Rock made a speech stating that next year he and his company would be producing the Olympia for television. The event had not been on television for years so this seemed like a massive deal.
Well long story short it didn't work out between Seven Bucks and those who run the Olympia. But out of it there was formed a bond of some kind between The Rock with Phil Heath. The following year Phil lost his title. Last year he did not participate in the Olympia. He has not participated in any contest since his lose. That's were N.S.P. comes in because Nick suspects that Athleticon maybe where Phil makes his return to the bodybuilding stage. The reason is a simple one, money. As in more money then what the winner of the Olympia will make.
The idea that the Olympia could have a major competitor one month later is an odd thing. The contest is run by the International Federation of Body Building (I.F.B.B.) of which Phil Heath is a member. So the idea that the I.F.B.B. could be involved in a brand new show one month after it's biggest show is odd. But when you throw lots of money into the mix oddity gets brushed aside. That's not official yet but Phil Heath being involved and Seven Bucks past association with the I.F.B.B. through the Olympia leads to some questions that need answers.
I think this came about because of a few things. First, The Rock mentioned getting the Olympia back on television so a wider audience could see the show. That did not happen. That failure may or may not be the fault of Seven Bucks, the I.F.B.B., or the Olympia itself. Either way there was no show broadcast on a television network as far as I recall. That failure did not get the idea out of the minds of the folks at Seven Bucks Productions. That led down the road to Athleticon as one part. That's just my guessing.
Another part is with Phil Heath. As a 7 time winner of the most prestigious award in mens pro bodybuilding he has a level of clout with the community that very few people do. He's also one of the most polarizing people in that industry. But aligning himself with The Rock is a great business move for him. He lost when he was going for a record tying 8th Olympia win. He skipped last years event because he was recovering from surgery. He's still young enough in bodybuilding terms to possibly win 2 or 3 more Olympias. So, why possibly be involved in a bodybuilding show at Athleticon? The answer maybe money but that all depends on the I.F.B.B. Those folks aren't saying anything, yet. The whole thing looks odd to outsiders but to those inside I think its a different story.
Now here's an almost real time update. As I was writing this the Icon Classic has been announced as the show the I.F.B.B. will be putting on at Athleticon. Now that just makes Phil Heaths involvement even more thought provoking.
What I guess is that this show may give body builders more chances to make money. It may also force some to choose which event they want to attend. Either the Oylmpia in September or just Athleticon in October. I'm sure the top performers will attend both but for those who don't have enough money they may have to decide to do one or the other. The good news for the Olympia competitors is I'm sure the prize money will now be raised to entice them to be at the Olympia rather then Athleticon. Will they match or exceed the prize money is the real question. Either way it may be good thing for the competitors of both events.
Something that stuck out to me was The Rock mentioning the entertainment aspect of the show. If you've read anything on this blog you know that I keep track of things involving pro wrestling, specifically WWE. Now I wonder will Triple H be able to convince Vince McMahon to let NXT perform at Athleticon. A little history for those that don't know, NXT has performed at the Arnold Classic in Ohio. Triple H has hosted the Olympia and has a bodybuilding background. I would not be surprised if NXT were to have a presence at Athleticon especially following the news of The Rock and Dany Garcias only child Simone signing with NXT. By the way she's been training with them since she was 16 years old so her being 18 now means she can have her official contract be with NXT. Now that might seem like a big deal but if her first match were to take place at her parents new show that might make some headlines.
I will not be surprised if names like Hogan, Cena, Flair, Lawler, Cabana, Hall & Nash have a merch table at the show. You better believe Diamond Dallas Page will make sure that DDP Yoga has a presence in the wellness portion of the show. He does live in Georgia and has a production studio near Atlanta so I'm sure his people will make sure to have some part in the event. You can bet Chris Jericho will try to have his band Fozzy play a set or two at the show. It won't even matter that he works for All Elite Wrestling. I wonder if Steve Austin would attend? At least to get a lot of podcasting done. In that regard Athleticon will be good for the business of the wrestling business. Even the UFC is involved which was a surprise to me. That just means more merch tables if you ask me. Thinking back to November when Rock was the presenter of the BMF belt to the winner of the Masvidal versus Diaz fight I see how that little thing ties into this show.
While this show will not affect any of the Arnold Classic show you have to think that Arnold will take notice of this show. It may even convince Arnold to raise the prize money for his own shows. I won't be surprised if he even attends the show and does a panel with The Rock. This all follows with what The Rock just had with Oprah in Atlanta by the way at her 2020 Vision Tour conference or as I call it Oprah Fest. You have the celebrity friends come to your show, then do a panel with them. Seems straight forward but really I think it was a practice run for The Rock for his own show. Seeing what Oprah did and what Arnold has done gave The Rock insight into how he should run his show. But there is one glaring problem to me that as someone who has gone to many conventions I view as what may be a problem for this event.
If you noticed many of the other events I mentioned are at least three day events. The Olympia is a 5 day event while others are between 3 to 5 days long. Athleticon is currently at only 2 days. Thinking on the number of groups and about the possible number of guests at this convention I don't think you can get all this done over 2 days. I won't be surprised if this gets expanded to a 3 day event. Maybe next year wherever they have it might be a 4 day show.
This event may even influence some channels I follow on Youtube. You may have not heard of Menfulential but that won't matter much because this will be the last year of their conference. Here's the thing it was usually held in Atlanta as a mens lifestyle conference. I think it maybe a good idea if the folks behind the conference consider doing something at Athleticon since it will have a lifestyle component to it.
With all of that said to think that the failure to bring their vision for the Olympia to their own vision has really made people notice that Seven Bucks Productions can do some big things. Now my question is will they be able to bring this to television? I think they may have to go the route of the Olympia and Arnold by going to the internet.
I watch the Olympia, Arnold, and CrossFit games via Youtube so I think Athleticon may go the same route. But if they were able to get a television deal to broadcast the main parts of the show live that would be a game changer. Let's say that NXT gets onto the event, they'll film an episode for their broadcasting for a later date, would that bring lots of attention to Athleticon, no. If they could get a television broadcast partner they would have an edge over everyone else. The likely partner would be NBC through their NBCSN because The Rock already has a sporting event with NBC called the Titan Games. There might even be a mini-Titan games event at Athleticon. That inside track maybe something they could use to negotiate a deal with ESPN or another partner.
I wonder if Youtube personalities like Jeff Cavalier from Athlean-X, CT Fletcher, heck even Nick from N.S.P. would be invited to the show. They have influence in the fitness industry through their Youtube and other social media platforms. Jeff even has his own Athlean Conference that he does in July. CT has Iron Wars that he does and others. Nick has a Mr Golden Era show that he does for bodybuilding. I mentioned Menfluential so Aaron Marino, Alpha M and Antonio Centeno with Real Men, Real Style would certainly be people I would think should be apart of this event. I was surprised by how this all crosses with so many things that I follow so this really piqued my interests.
I'm sure there will be some Hollywood aspects to this. Maybe Oprah might show up as a favor to The Rock. As I'm looking at the website its guest list looks sparse but I think at they get closer to the event date that will change. My only questions on this are time frame, size of the event and will I be able to watch part of it either on Youtube or television. Again, I think 2 days might not be enough. How big is the building holding the event so that it might accommodate more vendors then they think might attend. The broadcasting is the where the real money is. Only the CrossFit games are on television but that's tape delayed and usually on CBS at 3PM Est on a Sunday. Basically unless your a fan you won't watch it unless you catch it by accident. Will they be able to avoid this issue? Do you think they would broadcast on Oprahs television channel? I forgot she even had one.
There might also be a small issue about attendance. Remember that the Olympia is in September and in Las Vegas. There are people who plan their vacation only around going to Vegas because of gambling and the show. The Olympia is also a great extra or as use to be for CES the reason they go to it as a "business trip". Well they might not have money left over to go to Athleticon a month before the start of the Christmas shopping season which starts in November on Black Friday. That's something to consider for Athleticon 2021 but I think it may effect this years version also.
It's interesting to me that's why I wrote this. It's also a giant crossover of so many things I follow on Youtube and social media. Having one of the biggest (literally and figuratively) movie stars in the world put together something like this is audacious. Mind you he's had experience being apart of larger events like this from WWE to going the Olympia and things like the Oscars. But running the show, getting sponsors and a bunch of things I haven't thought of will be interesting to see how it all comes together. I tried dancing around if they will make this a traveling event but I think they have to see how this one works before they consider moving it elsewhere. Though considering how some events I've heard of have issues when they stay in one place too long maybe they might take the show on the road. Either way lets hope the show is a success. Also lets hope we actually get to watch it live.
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www.athleticon.com
www.mrolympia.com
www.sevenbucks.com
www.ifbb.com
www.arnoldsportsfestival.com
www.nicksstrengthandpower.com
www.philheath.com
games.crossfit.com
www.wwe.com
www.ddpyoga.com
www.hulkhogan.com
www.ricflairshop.com
www.athleanx.com
www.fozzyrock.com
www.coltcabana.com
www.ctfletcher.com
www.menfluential.com
www.realmenrealstyle.com
www.iamalpham.com
www.bodybuilding.com
www.muscleandstrength.com
www.muscleandfitness.com
www.oprah.com
www.nbcsports.com
www.titangamescasting.com
www.ign.com
www.espn.com
www.pwtorch.com
www.cnet.com
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