Rather than stick around Venice and continue to try to eke out a living by training fatsos and doing the ‘Venice Hustle’, Paul returned to his native Ontario and quietly launched the WBFF. While the IFBB initially expressed some concern about a new organization, Paul provided assurances to the powers-that-be that the WBFF was no threat to the IFBB — that Paul had zero interest or ambition to bring his contests to the United States and that he was simply filling a void that neither the NPC nor the IFBB could fill. Convinced that Paul was a good soldier, the power-brokers accepted him at his word and made no efforts to sabotage Paul’s new WBFF organization.

Paul’s sense of showmanship and experience as a bodybuilder led to several successful promotions and even brought aboard mainstream sponsors. With Paul bringing in entertainment to provide lively performances for the fans, his shows were reminiscent of the old IFBB Night of Champions or Olympia events, replete with mainstream news coverage, widely seen advertising, and sellout crowds.

It seemed to be just a matter of time before Paul’s ambitions to grow his organization locked horns with the NPC/IFBB. When Paul launched the Male Fitness Model division in 2009, it seemed that he had stumbled upon something golden. What if the majority of the attendees and consumers — men — had another option to display their physique without having to take years off their health and lives by mass consuming growth hormone, steroids, diuretics, insulin, and painkillers?

The WBFF’s Male Fitness Model competition was an immediate hit with both competitors and the fans.

And the NPC/IFBB took notice. If imitation is the sincerest form of flattery, then Dillett must have been incredibly flattered when in 2010, the NPC launched their own version of the WBFF’s Male Fitness Model competition — renaming it Men’s Physique Division (MPD).

Except that Paul Dillett wasn’t flattered. He was incensed. Just like he was nearly ten years earlier when some of those same NPC/IFBB decision-makers placed Paul a ridiculous 6th behind a mutant of messy mass known as Paco Bautista and a man half his width in Darrem Charles. And just as he had done ten years earlier, Paul didn’t sit around moping about it — he ACTED upon it.

Paul announced the WBFF’s invasion of the United States by launching his first state-wide show in Boston in July, 2011. Although turnout for the show was less than expected (only 4 men competed in the Male Fitness Model division), the message was clear.  The WBFF had declared war on the NPC.

So it wasn’t that much of a surprise that Dillett followed up his initial foray into NPC-territory by launching an attack on the IFBB front as well. By signing longtime IFBB-nuisance Lee Priest, the WBFF communicated their intent to bring both a highly-organized and well-funded alternative to both the NPC and the IFBB to the United States. And after some questionable judging at the recent IFBB Europa and Tijuana shows, many IFBB competitors were quick to call Paul and make more than just a passing inquiry or two.

Sure, we’ve seen all of this before. Wayne DeMilia’s PDI (also starring Lee Priest) launch was a dismal failure, in part because of Wayne’s failing health and in part because of the NPC/IFBB’s desperate attempts to sabotage it in every way. For a small example of that, just see NPC/IFBB Shill and Getbig Owner Ron Avidan’s absurd interview with DeMilia.

But give the NPC/IFBB credit. They are no fools. They’ve been down this road before and know precisely how to control the ‘bodybuilding media’. Using a combination of a carrot-and-stick approach and an iron fist, they will do everything in their power to prevent Paul from getting word out about his show. They will offer rewards to prominent and dissatisfied Pros like King Kamali (such as an Olympia commentating spot), hand out Pro Cards to undeserving candidates who burn the new organization (see Vinny Galanti), and be forced to finally hand over pro cards to former dissidents like Sean Allan (another former PDI Pro who returned to the NPC on his knees and begging forgiveness).

Wayne DeMilia’s biggest mistake with the PDI was his own failure to aggressively recruit IFBB Pros. His ‘sit back and wait for the phone to ring’ approach doesn’t cut the mustard in a business as cutthroat as the fitness and physique business. No, I expect Paul Dillett to be spending several hours a day over the next few weeks reaching out to those guys who for one reason or another have gotten the shaft from the NPC/IFBB. And speaking of elevators and shafts, I fully expect world-renowned bodybuilding MC Robert Cicherillo to be doing the exact same on behalf of his unofficial bosses at the NPC/IFBB.

Make no mistake. The WBFF isn’t playing.

This is WAR.

It made all of us at MuscleWeek sit back and wonder if we were witnessing a seismic shift in the marketing strategies of the supplement companies, and made us ask the question:

Do the relatively new Men’s Fitness Model and Physique Competitions signal the end of the line for Bodybuilding?

Now before we jump on the latest bandwagon of prematurely announcing the death of bodybuilding, let’s look at a few facts:

– Most guys get into bodybuilding to improve their muscularity
– Most guys look up to Pro Bodybuilders because they get the magazine covers and attract the most attention
– Most competitive bodybuilders mention getting their Pro card as one of the reasons they continue to compete
– The perceived benefit of having a Pro card is to obtain sponsorship from an apparel, supplement, or beverage company.

And when one looks at the above facts, one quickly realizes that all of the above can be attained by competing and being successful in the Men’s Fitness Model Competition. Better yet, instead of having a grotesquely large and unhealthy body that is ogled by 90% men and 10% emotionally stunted women (figure, bikini and fitness competitors), a winning men’s fitness model competitor will have a body that 99% of women crave and 1% of men ridicule as being ‘twinks’.

Gregg Plitt is a fitness model who has been sponsored by Met-Rx for the past 3 years. THREE YEARS! That’s an eternity in bodybuilding, where guys typically jump ship every 1-2 years by virtue of their perceived value either rising or falling in the eyes of their sponsor.

If you ask the hardcore bodybuilder to drop weight to compete in Men’s Physique, he might look at you like you’ve gone mad. But that’s his Hulk-smashing ego fronting for him. A quick look at today’s trend in sponsorships reveals that even guys with average physiques like Isaac Hinds are landing contracts (Muscletech) and the guys landing the covers of previously bodybuilder-dominated magazines like Muscle & Fitness are more likely to resemble a physique competitor (i.e. an MMA fighter) than a Mr. Olympia winner.

The numbers show us that magazines like Men’s Health and Men’s Fitness routinely outsell bodybuilding publications by a 10:1 or even 20:1 margin. The main reason you don’t see Muscletech Advertorials and BSN ads (along with the smaller companies) plastered everywhere in those magazines is because their advertising rates are astronomically higher than what you’d find in a bodybuilding rag.

But what does Men’s Physique really mean to most of us?

It means:

– Significantly less drugs (out with the ridiculously high levels of androgens).
– Less food (no more 6000 calorie/day diets).
– More cardio (with less reliance on gh).
– A more attainable physique to sell most guys on how they really want to look.
– A more fit physique capable of walking two flights of stairs without requiring oxygen.
– A body that is much closer to a woman’s idea of manly perfection.
– That Hugh Jackman can walk off a movie set and become a Pro Men’s Physique Champion overnight.

As much as the hardcore bodybuilding fan base has ridiculed the introduction of the Men’s Physique category, the supplement companies that run bodybuilding have clearly thrown their support behind this new division, and if there’s one thing we all know: We’d all rather look 27,583% BETTER than be 27,584% STRONGER.

Congratulations to our good friend Isaac Hinds for the Muscletech sponsorship. Isaac is also the mind behind our sister site Hardbody.