Bodybuilding.com - Bodybuilding.com's Supplement Company Of Month - Phoenix Labs.

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Did you know?
The new areas technologies we intend to lead the industry into are neuro-chemical fat loss and several others.

By spending your hard earned cash on supplements, I am sure you would like to know where the manufacturing or production takes place... Learn more about this great company and what they have to offer.

Presents...
Phoenix Labs.

By: Vince Andrich

You stare at your collection of brightly colored pills, and specifically engineered powders with an evil grin. You picked each item meticulously, you know the labels by heart, and for you they are body armor in your personal war against mediocrity.

Each bottle corresponds to a precise goal. You have ambition that exceeds extraordinary; you want extreme muscularity, muscle fullness, strength, power and the ability to handle any diet and training program the world throws at you. If you stop and think about it, inside these bottles are dreams, and you believe each one takes you one step closer to your personal best.

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Each One Corresponds To A Precise Goal.

This is your collection of supplements; the one vice you won't give up in your quest for perfection. They've become part of what makes you different from the maddening crowd. They've become the soundtrack to your bodybuilding life story.

How Great Supplements Get Made

By spending your hard earned cash on supplements, I am sure you would like to know where the manufacturing or production takes place, because it is the most important aspect of product efficacy.

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The truth is, many brands do not make their own products, but this is not necessarily a bad thing. These companies focus on product ideas and marketing, and contract with another company to actually produce their products.

It is similar to the entertainment business, where many 'artists' have ideas; yet need to hook up with a producer that has the knowledge and expertise to turn their idea into reality. The good news is that there is one company where many of the brightest minds in performance nutrition go to produce their hits.

The Hit Factory:

If you pay attention, you'll notice that the most successful, and many times most innovative TV Shows, Movies and Music come from a small handful of big time producers. These heavy hitters are capable of blending commercial success with their art and have a knack for polishing raw material into award winning classics.

Think Jerry Bruckheimer dominating TV and motion pictures, or Rick Ruben, Timbaland and Dr. Dre with music. In the high-end supplement business one company has been pumping out the hits for over 40 years, Phoenix Labs.

In fact, since sports nutrition took off in the mid to late 1980's, Phoenix Labs has been leading the way, manufacturing many of the industry's most innovative products, and biggest hits.

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Phoenix Labs Has Led The Way
With The Most Innovative Products.

By now, you might think that I know quite a bit about Phoenix Labs, or I simply am a big fan of their accomplishments. The truth is, I am a big fan, and the principal reason is that I have seen their operation firsthand. As a result, and in the spirit of "full disclosure" I must say that I consult with them currently and have done so many times in the past.

Recently, I had a chance to catch up with Mel Rich, the owner of Phoenix Labs to learn more about how this company operates.

[ Vince Andrich ] Hi Mel, can you tell our readers when your company was started, and why?

[ Mel Rich ]

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Phoenix Labs.

[ Vince Andrich ] Wow, that is quite a different way to start a company; I mean compared to the common manufacturers in our business. So it is safe to say that from day one, Phoenix Labs has been the real deal. Now, who started the company and what sort of background do they have?

[ MR ]

[ Vince Andrich ] I understand you are a pharmacist too.

[ MR ]

[ Vince Andrich ] Okay Mel we'll get back to your industry experience in a minute. Can you tell us about your key employees? Who is who and what do they do?

[ MR ] How can I begin to answer that; Vince you know we believe everyone at Phoenix is important. If I run through each division, it is easier to keep track, so I'll start by saying we have five PhDs, one of the largest in-house art departments in the business, and possibly the largest laboratory in the Natural Supplement industry.

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Digestion Simulation At One Of
The Largest Laboratories In The Industry.

Of course, I run everything by my partner Steve Stern, who is also one of NY States top attorneys. As for some of the people who work with me day to day, I feel I am fortunate to have attracted the brightest minds in several key areas.

Here is a quick rundown. Let's see, for brand management we get great insight from Joyce Aronin especially for the consumers who are new to fitness. Bob Weinstein runs Sales, and in Product Development, my 'go to' man is Joe Babick, who has the unique ability to take relevant science and turn it to the type of products advanced bodybuilders demand.

Then we have an entire research arm that is headed up by Dr. Tim Ziegenfuss, who now has the ability to work with you and your team as product and marketing consultants. The organization is dynamic and unrestricted in the sense that anyone can have the next big idea. We spare no expense to get the most experienced veterans in the Industry.

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Label Room.

[ Vince Andrich ] What separates your company from the rest of the industry?

[ MR ] We are one the only, and maybe the only FDA registered manufacturer in the natural vitamin business. Also one of very few companies that actually has its own human nutrition laboratory for actual clinical studies.

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We Have Our Own Human Nutrition Laboratory.

[ Vince Andrich ] Are there any new and exciting products that you are coming out with soon?

[ MR ] Absolutely. Patent pending, clinically proven, e.g. Next generation of letter vitamins. Recycling Antioxidants so they don't become Pro Oxidants.

We also have several new products in the works for our Xenadrine brand of diet products. As for breaking new ground in sports nutrition and fat loss, as we speak we have three novel concepts that we are doing further research on.

The new areas technologies we intend to lead the industry into are; neuro-chemical fat loss, which is already incorporated into Xenadrine Super Hardcore, amino acid anabolic signaling and maximizing the protein calorie/anabolic equation.

[ Vince Andrich ] What other plans do you have to help your company grow?

[ MR ] We are now looking to license new scientific products to other manufacturers by supplying new clinically proven raw materials.

[ Vince Andrich ] Have you sponsored any athletes and if so, who have you sponsored?

[ MR ] In addition to having sponsored many professional athletes, we are now concentrating on helping support the amateur athlete on his or her mission to become a professional. Of course Vince, you know that in 2007, we will also be focusing on a new print medium that's main goal is to get more people training with weights plus cardio, to improve body composition.

We know that when people have the motivation and information to make even small cosmetic changes they take better care of their body and use higher quality supplements. This is a big part of our overriding company mission.

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Green Sprayer In The Coating Department.

[ Vince Andrich ] What supplement combination (or product you market) would you recommend for someone just getting started?

[ MR ] A strong house is built on a strong foundation. Anyone just getting started, or already involved with supplements should follow a nutritional supplement program of an excellent Multi, C, E and Mineral. Examples of this are the NSP products from Great Earth. For sports enthusiasts, quality protein, glutamine, creatine and glucose control supplements are pretty much standard.

[ Vince Andrich ] What do you believe is the best thing about the supplement industry?

[ MR ] Best thing about the supplement industry is it is always changing based upon new findings and new science.

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Powder Machine.

[ Vince Andrich ] How about the worst aspect of our business?

[ MR ] The worst is that there are many people who not only do not support it, they just market products and live off of it. Too many companies offering products with false claims and expectations. Not to mention the inferior products offered with raw materials that don't meet label claims etc. etc.

[ Vince Andrich ] Is there anything else you would like to say?

[ MR ] Education, Education, Education. The key to our industry's continued growth is an Educated Consumer.

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An Educated Consumer Is The Key To The Industry's Growth.

[ Vince Andrich ] Thanks Mel, we look forward to seeing the next generation of innovation from your great company.

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