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The FIBO in Cologne is the world’s largest fitness fair. From zumba to crossfit, from supplements to equipment, from seminars to bikini babes and bodybuilders. In the 4 days that the fair takes place, it is visited by almost 100,000 visitors from over 90 countries, with more than 700 exhibitors present. FIBO 2014 is grand and we were there to report!
Verslag FIBO 2016: Big muscles, big business
The business, financial side of the fitness and bodybuild industry has always fascinated me. The creativity with which people come up with ways to make money from beautiful bodies and others’ desire to have that body too.
With the fixed formula of an inspiring athlete representing a supplier of supplements, clothing, or equipment, thousands of fans come to the fair in Cologne every year. It’s a win-win-win situation. Visitors have the opportunity to meet many of their biggest fitness and bodybuilding idols in one day. Companies have the opportunity to showcase their products. Bodybuilders have the opportunity to increase their visibility, be valuable to their sponsors, and meet their fans. Everyone wins.
If you feel compelled to make a critical note, a stick is of course easy to find. You can talk about deception because those jars behind the bodybuilders won’t turn you into them. You can talk about the spontaneous calimero effect that overwhelms you as soon as you get near the fair and see some of the other visitors. You can call it an ordinary meat market of people who have lost all perspective.
And then you’re a whiner, although you’re not necessarily wrong. The average visitor to the fair understands very well that the jars of protein won’t work like spinach. And as for the meat market: I’ve never seen steak so proudly displayed on the shelf. After all, it’s an opportunity to show what you’ve achieved and meet the people who appreciate you for it. Days like those at FIBO are there to be among “like-minded” people: people who understand what drives you in your motivation for that dream physique. People who understand that you get excited about so many jars of protein and creatine. People who look admiringly and not disapprovingly when another mastodon walks by in a tank top.
In that respect, there’s something for everyone. From the physique and bikini fitness shapes to the mass monsters, both female and male. Even if you don’t find it beautiful, sometimes you stand there looking as if a T-rex just walked by. Let’s call it: “A visual, physical, spectacle”.
Populariteit-index
The fair is also a kind of popularity index. Which athlete attracts the largest audience? Who has the biggest stands? Who fills their stage with “insta-athletes” to benefit from all their followers?
I often look at the less crowded stands. Where a lonely athlete is waiting for someone to ask him or her for an autograph or photo.
What goes through your mind when you look across to where there are long lines for a Phil Heath or Michel Lewin? “Will I still be here next year?” To what extent are some just better at making a name for themselves? To what extent are they helped or hindered by a sponsor who sits back quietly or lets an army of beautiful athletes throw T-shirts and samples into the crowd every hour?
Clarence Devis
Someone who sees his future in this regard in a positive light is Clarence Devis. I last saw Clarence at his guest appearance at the Enercup 2015. Still full in his bulk at that time, now a bit drier after his appearance at the Levrone Classic in Poland, at the end of February this year.
Clarence has been around for a while and critical voices wonder if it’s ever going to happen. “Who does he think he is?” they say. The fact is that Clarence doesn’t sit still. He tries to be seen at every contest and never disappoints his fans by making sure they always have a photo with him.
Clarence seems to know how it works. At FIBO, he stands at one of the larger stands as a guest. Many fans ask him for a photo, he poses endlessly. He has a good chat with a potential sponsor. He wants to go to the USA and then the message comes to me: “Clarence has done it! He’s just got a contract with the largest supplement company in the Netherlands.”
A statement that is met with a smile. Clarence is one step closer to his goal.
Would I sign a contract with such a company? No, I think so. A standard contract, standard pay, standard supplement and clothing package. Just like all those other athletes at the fair. But Clarence? Clarence sees it differently. For Clarence, it’s a step closer to his dream.
Photography
The photo equipment weighs heavily in my hands as I walk the fair. In my backpack, I have lenses ranging from 15mm fisheye to 200mm telephoto. Of course, I have my camera with me, my Canon 5d mark iii. My favorite lens, the Canon 24-70 f2.8 ii, hangs around my neck.
Which athlete can be captured beautifully? From what angle? What background? Sometimes it’s so crowded that you’re forced to use the telephoto lens to get the athlete’s head and shoulders in the picture without disturbing others.
The whole day I run around to capture the atmosphere. The determination of the athletes, the admiration of the visitors, the curious faces of the people who are there for the first time. When you look around at such a fair, it’s almost impossible to imagine that many others outside this world have little or no interest in training, sports nutrition, and the like.
There is so much happening, so much to see, so much to photograph. In my opinion, FIBO is a must for every fitness enthusiast. And certainly for someone who loves to take pictures. I wonder what next year will bring. Who will have made their mark? Who will have made their dream come true?
Circus
We wish Brandon success this year and continue on to the supplement fair, feasting our eyes. Watching the athletes from the teams, but also the scantily clad visitors who, with their physique, are essentially submitting an open application for sponsorship.
The FIBO is a freak show, a circus, but what a beautiful circus!
Report FIBO 2014
Fitness is a very broad concept. The fair is divided into different halls. In one hall, for example, you’ll find the latest fitness equipment, from machines for children to designer fitness equipment, specialized equipment for physiotherapists, and devices that make you wonder what they’re for. In another part, as we pass by, a lecture is being held on the development of the role of the personal trainer. Want to get active yourself? Choose from the many activities such as zumba, crossfit, arm-wrestling, powerlifting, and more. Once you’ve tired yourself out, you can relax at the stand where they demonstrate hypermodern massage chairs. Or you first walk by the hall with supplements for a protein shake, being careful not to bump into the many bodybuilders and fitness models of all sizes. That is, if you managed to get a ticket in time, as they were sold out some time ago.
If you’re a fan and want to catch a glimpse of the lives of pro-bodybuilders and meet them, you must visit a big fitness fair. We can therefore be grateful for the FIBO in Cologne, where the fitness industry shows itself in its full scope annually. For me, it was the chance to meet the top of the bodybuilding world. Men like eight-time Mr. Olympia Ronnie Coleman, Kai Greene, Victor Martinez, Phil Heath, Jay Cutler, Roelly Winklaar, and Shawn Rhoden. The fact that many pro bikini models are present doesn’t make it any less enjoyable.
The world’s largest fitness fair
However, the FIBO is much larger than just the biggest men and most beautiful women. If you’re a fitness professional and want to attend lectures on your profession and the latest trends, if you’re a gym owner or physiotherapist looking for new equipment, then Cologne is the place to be this weekend.
Yesterday I went to Cologne for the second day that the FIBO 2014 opened for the “branch”. Today and tomorrow it is open to the general public, although tickets for this have been sold out for some time. This is a necessary limitation in sales because, despite the enormous size of the convention center, last year on the last day it was so crowded that the fire brigade and police had to manage everything. Last Thursday and Friday, the fair was only open to “fitness professionals”, which is a very broad concept given the size of the industry. This was a great opportunity to visit the fair in a bit more peace. The fair is divided into various halls, including the hall where we were naturally most often found.
Supplement fair
In cases where pro-bodybuilders can make a living from their sport, this is largely thanks to sponsorship deals with the supplement industry. Prize money from a competition is nice to have, but the publicity you can give a sponsor with this can often be much more valuable. Part of the “obligations” that come with this is the presence at events like in Cologne, where fans queue up for free goodie bags (but filled with samples of protein and pre-workouts), but especially for an autograph and photo with their idol. If seemingly out of nowhere long lines appear for the stands of the supplement suppliers, you know that a big name has appeared.
Interview: Ronnie Coleman
My highlight of the visit to the FIBO 2014 was my conversation with eight-time Mr. Olympia Ronnie Coleman. Ronnie had his last competition in 2007 and now has his own supplement line “Ronnie’s Signature Series”. Before his arrival, we were introduced by the organization to Ronnie’s team. Later, when there was a long line at the stand, it was clear that Ronnie had arrived. Thanks to the earlier hookup, Ronnie took the time for a conversation with us despite the long line.
“Being a police-officer was a career, bodybuilding is a calling”
On my question whether he never experiences these kinds of obligations as a “hassle”, he indicated that this is not the case.
Ronnie: “Sometimes you’re lucky to find your calling. When I was a police officer, I did it as a profession. With bodybuilding, it was such that I and others saw that I had a lot of talent for it and I knew I had found my calling. Bodybuilding has given me a lot.”
Kenneth: “So attending fairs like this, you see it more as a privilege”
Ronnie: “There you go!”
I then asked him what he found more difficult, life as a bodybuilder or as a businessman.
Ronnie: “Many people are surprised when I tell them I have a Bachelor’s in accounting. So I didn’t find the transition very difficult.”
During the conversation, Ronnie comes across as very relaxed and friendly. I tell him that he also seems much more relaxed in the images with the athletes he now sponsors than when he was still competing.
Ronnie: “Haha, I hear that often, but I was always pretty relaxed!”
Kenneth: “How does it feel now to sponsor and coach boys who have the same dreams you may have had when you started?”
Ronnie: “Good. Everything comes around that way. I’ve received a lot from bodybuilding, so I can give something back.”
As Ronnie says this, I see people impatiently waiting over his shoulder for their opportunity for a photo with Ronnie. I thank Ronnie for his time, wish him good luck with “Ronnie’s Signature Series,” and let him quickly return to his fans. But not before I take a photo with him myself, of course. Yeah Buddy!
FIBO 2014 Cologne
A fair like the FIBO and especially the activities surrounding the supplement fair can be compared to the promotional tour of an actor whose new film has just been released. Instead of shaking off paparazzi, you have to be open to all those troublesome journalists for the promotion of the film. This also applies to professional bodybuilders who are the example for thousands of bodybuilders worldwide who buy their DVDs and have their photos hanging on the wall.
As I described in part I, professional bodybuilders are largely, if not mostly, dependent on sponsorship deals for their income. Especially the deals with supplement suppliers ensure that bodybuilders are not only dependent on prize money. For the supplement industry, it is of great value that their stars not only appear with their product on the front of magazines but are also present in person at fairs.
(above: Current and three-time Mr. Olympia Phil Heath signing autographs)
Dexter Jackson and Shawn Rhoden
Just like with actors during mandatory press conferences, you recognize the real professional by the way he/she interacts with fans. In that respect, I was most impressed by Ronnie Coleman. Of all the attendees, he may have the most pretensions, given his eight-time Mr. Olympia status, making him the most successful bodybuilder of all present (only Lee Haney also won the “Sandow” eight times). As a true professional, he took all the time to talk to me (see part I).
That this can also be different was evident from the difference with, for example, a Dexter Jackson (left) and Shawn Rhoden (above), for whom it clearly seemed like a mandatory routine and with whom I was quickly done. Dexter lived up to his reputation in that regard, so I was prepared. Shawn Rhoden I have written about very positively several times. Perhaps too many people have written too positively about him because I found him somewhat arrogant. Actually, I didn’t want to mention this since it’s a moment-in-time experience, and you don’t want to judge someone based on one meeting. However, because I wondered if this was just my experience, I looked around on the internet and found several reports from people who had the same experience. Too bad.
I regretted afterwards that I chose to approach Shawn instead of my favorite pro bikini model India Paulino (image left). I also regretted not telling him that I found his form at the Arnold Classic this year disappointing (he finished second after Dennis Wolf) and that Roelly would probably have beaten him and Dennis if he hadn’t had to miss out due to a motorcycle accident.
Roelly Winklaar
And that was exactly the subject of my conversation with Roelly “da beast” Winklaar, whom I had met a little earlier. The contrast with the diva behavior of others couldn’t have been greater. This is partly because, in my opinion, Roelly is underrated, but probably also because of the Dutch “just be normal” mentality. I encounter Roelly’s big body when he has just finished lunch and is trying to remove spilled sauce from his shirt while walking to the stand of his sponsor BSN.
When I address him, he seems visibly pleased that he can speak Dutch. English is not his strong suit, and a reporter from the Netherlands therefore has a slight advantage. The conversation quickly feels like a chat between two buddies.
I spoke with Roelly about his motorcycle accident and the fact that he had to miss the Arnold Classic because of this. In the preview, I already wrote that I would have given him a good chance for the top three, along with Dennis Wolf and Shawn Rhoden. When I saw the latter two on stage in much worse shape than they had shown at the Olympia (and still won), I thought that Roelly would have beaten them if he had managed to maintain his previous form. It was therefore nice to hear exactly the same from Roelly. He also expected a top 3 place beforehand but thought afterwards when he saw them in action that he would have won in his form.
Given his previous injuries, I was surprised that he, at least from what I could see, seemed to have healed remarkably quickly. In the photo on the left, you can see what it looked like after his accident. When you see the photo of the car that ate his motorcycle, it seems like a miracle that it was limited to these injuries, and he can walk around again already. You could hardly see any injuries other than some discoloration of the skin.
After this, we talked about his chances of still earning enough points to qualify for the Mr. Olympia this year, wishing him good luck.
Ed Nunn
Qualification for the “Mr. O” was also the main topic of conversation with Ed Nunn, whom I met at the stand of team S.A.N. Ed Nunn is, I think, the nicest pro I’ve spoken to. Some will say that this is necessary because he scores lower in competitions, is more dependent on his sponsor, and therefore cannot show the diva behavior of others. I, in turn, say that sponsors should take a little more into account how their athletes interact with fans. In that respect, many pros could learn from Ed Nunn, who treats every fan as a friend.
The current points-based qualification system was discussed when I asked if he was already qualified for the Olympia. He indicated that this was not yet the case and that he is not a fan of the current points-based system. In practice, according to Ed, this means, among other things, that many guys don’t participate in a competition if one or two favorites are already participating. Because you already know in
advance that you have hardly any chance of earning points for qualification and therefore it is not worth focusing your competition preparation on this at the expense of other competitions. In practice, according to Ed, for him (and bodybuilders like him who just miss out on the top 3-5), this means that he has to compete in 8 competitions in a year to gather enough points. By the time the Mr. Olympia is held, you’re already worn out. Moreover, others who are already directly or early placed like the no. 1 and 2 of the last Olympia (Phil Heath and Kai Greene) can bulk up all year to get bigger and only come into competition shape towards the “O.”
Victor Martinez
I have already extensively written about Victor Martinez’s bad luck in recent years. In 2009, a great personal drama when his sister was murdered followed by a personal and business drama when he had to spend seven months in prison due to an expired visa in 2011. You’ve just come back from winning the Arnold Classic Madrid when you’re arrested at the airport on the way back because your visa has expired. Result: Seven months in jail, almost 30 kilos of muscle mass lost, and lost his restaurant. It just makes you think about the consequences of criminalizing illegality. Some will rightly point out that he was illegal because his visa was not automatically extended due to a previous conviction for trafficking in anabolic steroids*. However, that is a closed case, and the seven months now were purely because he was illegally due to the fact that his visa was not automatically renewed.
I tell Victor that I’m quite impressed with his shape (together with Roelly, he has made the most impression in terms of physique). Victor says it took him over two years to get back to his former level. He doesn’t mince his words about the American government and Obama either.
*So, a friend asks Victor in 2004 if he can help him with his competition preparation and if he can supply him with anabolic steroids for this purpose. When Victor does this, it is “coincidentally” recorded by the police who are “coincidentally” nearby. According to many, it was a “setup.” I’m not a supporter of steroids, but I mention this to distinguish between a drug dealer and someone who thinks he’s helping another person achieve their goals and offers illegal substances for this purpose.
Markus Ruhl
Markus Ruhl is known as one of the most massive bodybuilders ever. As one of the top German bodybuilders, he naturally attracted a lot of attention. Yet his presence, appreciated by many, gave me a somewhat sad feeling. He was the first professional to be found in the hall and was also the first one I took a photo with (where I felt very, very small). For Markus, this day seemed to be aimed at cashing in as much of the past appreciation earned as possible. Apparently, I wasn’t the only one who felt this way because my colleague from FITsociety turned out to have exactly the same impression. When hours later we wondered if Markus would still be selling autographs, this turned out to be the case indeed.
It’s not strange. Bodybuilding is ruthless. You probably have a better chance of playing for Barcelona than living off bodybuilding while it takes so much time that it’s almost impossible to combine with a normal job. Fortunately, more and more money is circulating in the sport, allowing more athletes to benefit from it. For Markus, however, it seemed clear that he had not managed to secure his future when he was still actively involved in the competition circuit.
FIBO Tip!
At FIBO, I also had the opportunity to speak with Phil Heath, Jay Cutler (image left), and Kai Greene. After the conversations I had already had and what I had heard about Phil and Jay, I felt like I had already had the most enjoyable conversations. Kai was an exception, but I felt somewhat reluctant to make all the fans wait for him like I did with Ronnie Coleman while he was giving me an interview.
My tip in general for visiting a fair like FIBO is to not specifically seek out the most popular bodybuilders. Invest your time in the men who often work just as hard but see much less fruit from it and are not swamped by fans. They generally appreciate it much more than the top athletes and left a more pleasant impression on me. Ronnie Coleman is the exception here as an 8-time Mr. Olympia who manages to bring the same enthusiasm as the lesser-known bodybuilders. But you do need to get him alone for yourself, and that’s a lot easier with press accreditation.
One thing I know for sure: This was worth repeating!!
Impression FIBO 2014
As a young healthy man, one of the attractive aspects of FIBO is the many participants in contests for professional Miss Bikini competitions. The organization arranged for FITsociety.nl that we could speak with some top bodybuilders beforehand and that we could focus on the rest of the fair and the ladies. A task I gladly sacrificed myself for.
You can find the interviews with the IFBB pro athletes, such as 8-time Mr. Olympia Ronnie Coleman, our own Roelly Winklaar, Victor Martinez, and more on FITsociety.nl.
From April 3 to 6, 2014, the world’s largest fitness fair, FIBO, opened its doors. Every year it’s a bigger event. Of course, we were there to provide extensive coverage!
FIBO 2014, Fitness and Bodybuilding
FIBO stands for “Fitness und Bodybuilding.” FIBO was first organized in 1985 in Cologne as a trade fair for the fitness industry. In that first year, about 10,000 visitors attended. The number of visitors has since risen to over 100,000 who had to divide their attention among 670 exhibitors from 90 countries last year! The organization proudly calls it “The Leading International Trade Fair for Fitness, Wellness, and Health.”
“Meet the Mass-monsters and bikini-beauties”
Just as some people go to the household fair for the goodie bags, many hope to leave the venue with bags filled with samples of supplements. For many, however, the biggest reason is to see the mass monsters and bikini beauties in person. Guest appearances will be made, many athletes will represent their sponsors, and an IFBB competition, the FIBO POWER PRO Germany (April 5), will be held, among other things.
Date and location
April 3 to 6, 2014 (for the industry only)
April 5 to 6, 2014 (for both the industry and individuals)
Daily from 9:00 to 18:00
Messegelände Köln
Messeplatz 1
50679 Köln
