The history of lifting can be summed up in two chapters: before Muscle Beach, and after Muscle Beach.
This iconic outdoor gym in Venice, California, put muscle on the map, and to this day it remains bodybuilding's most iconic proving ground. Even if you've never made the pilgrimage to Venice to train outdoors in "The Pit," what happened there guides what most lifters do in the gym every day.
But The Pit at Muscle Beach Venice is more than just some rusty equipment being lapped by the tides. Nor is it just an address. "Muscle Beach" is a state of mind, a way of lifting, a way of living, far bigger than any one of the famous names who have trained there: Arnold Schwarzenegger, Dave Draper, Franco Columbo, and many, many more.
Muscle Beach Nutrition, based on iconic Ocean Front Walk in Venice, looks out directly onto the equally iconic Weight Pen itself. Those who work there soak up the same picture-perfect sunsets and breathe the same salty air as every lifter who's ever trained there. They take timeless lifestyle, magically blend it with the essence of that air and those sunsets to bring "The Beach" to athletes all over the world.
This sun-soaked spot in Southern California that Muscle Beach Nutrition calls home is where it all started. Where it ends is up to you.
We had the chance to sit down with representatives of the company to discuss its past, present, and future.
How did the company first start?
Muscle Beach Nutrition introduced its first products to the market in 2017, but the foundation for this brand was built through decades of sports nutrition, fitness, and bodybuilding. The idea started as our own vision of what we thought a top brand in sports nutrition should be. Quickly, it became evident that the essence of this brand comes from the entire cultural movement and worldwide boom in physical fitness that began in the sands of Southern California over the past 40-50 years. It was this incredibly fit and active lifestyle we wanted to bottle up for the rest of the world to experience.
Were you able to just move right into the gym and set up shop?
Anyone who has ever visited the gym (or "The Pit," as it's affectionately known) understands that this place has been through a lot of changes. Right in front of us a restaurant used to sell fried Twinkies and fried Oreos. We've since replaced it with a state-of-the art juice bar where you can purchase our Muscle Beach Nutrition protein shakes, Pre-Train, smoothies, organic vegetable and fruit juices—even organic frozen yogurt. Then, there was the marijuana and "weed doctor" shop we replaced with a supplement store and pro shop.
We felt that we had to return a powerful health and fitness presence to this iconic place where it all started. All the changes we've made are a statement about the care and concern we put into each ingredient and every product in the Muscle Beach Nutrition line.
Why did Muscle Beach enter the supplement industry in the first place?
We started by putting together a team made up of sports nutrition-industry veterans who'd seen and studied just about every type of science and product offering that's hit the market over the past half century. Their experience has helped us avoid the hocus-pocus, snake oil, false-label claims you still see on some products today. We hate to see athletes who have worked so hard have their health compromised by a bunch of false promises.
We have since gone on to own patents for many of the ingredients we use—all of them rooted in scientific fact, not science fiction. We scrutinize every ingredient and tell customers exactly what they're getting for their money. We want our product line to be synonymous with quality, integrity, honesty, science and, most importantly, results!
What makes Muscle Beach Nutrition different from other sports-nutrition companies?
It begins with the fact that at Muscle Beach Nutrition we absolutely love, live, and breathe the world of sports nutrition. We deeply respect its history, its culture, the competitive nature of the brands, and the functionality of proven ingredients.
Then there is our address. No other sports nutrition brand can claim Muscle Beach is its home! We work—and live—at the epicenter of sports and fitness, but our community and our neighborhood comprises not just the people of Venice, California, but of fitness fans all over the world! It comprises all the competitive brands in the sports nutrition industry, all their reps, their owners, and their brand loyalists. We're part of it all, embracing and supporting the entire community.
We're also different because we're not going to be screaming at you at trade shows, on the web, or in the magazines that we are the best. Instead, we will be proving it, day in and day out, staying right by your side as training partner, traveling companion, and trusted friend.
In your mind, who is the typical Muscle Beach Nutrition consumer?
It's any hard-working individual looking for that performance edge and is educated and curious enough to know—or want to know—the truth behind ingredients and label declarations. They are also the people strolling down the boardwalk of Venice Beach, visiting our Muscle Beach Nutrition Pro Shop, our Muscle Beach Juice Bar, and The Pit. People come from all over the world to experience this lifestyle and this culture. That's why our location here is also affectionately known as "The Proving Ground." The consumers and athletes who come through our doors put our products to the test 365 days a year!
What are your top-selling products?
PRE-TRAIN Tigers Blood is one of the best-selling products we have. While all the flavors are incredible, I think it's probably the product name that draws people to this particular product! People like our PRE-TRAIN formula because it's perfectly balanced and built around our patented NO3-T Arginine Nitrate. The formula contains precise amounts of L-Citrulline, Carnosyn Beta-Alanine, and Betaine Anhydrous—all working synergistically to help boost performance during workouts. PRE-TRAIN has no synthetic stimulants: It is a true performance enhancing pre-workout!
Among our protein powders, our 100% All-Pro Peanut Butter Cookie takes the slight lead among our four incredible flavors of Advanced Tri-Phase Release Protein. To date, almost everyone who has tasted this product says it's, by far, the best-tasting protein they've ever tried. We call it the "wow factor!" We fully disclose how much each protein source contributes to the blend. Many brands will list a "pixie dusting" of ingredients that creates a "special blend." The only problem is that you never know the exact ratios of each individual protein source. Muscle Beach Nutrition is one name they can trust!
Our creatine products are popular too, with our Orange Wave and the Green Apple flavors of CRTN-3 topping the list. Drop-in visitors say these are the best-tasting products they've ever tried!
What are some of your newest products?
You'll soon see new product introductions in a non-stimulant fat loss accelerator called Beach Ready, a line of Nitrate Shots that cut right to the chase using patented nitrate technology, and a ridiculously tasty line of protein bars derived from our popular 100% All Pro protein powder line. Each bar will yield at least 24 grams of protein with a deliciously baked texture.
Does Muscle Beach Nutrition perform its own research? How much will science guide your future?
Science, innovation, and regulatory knowledge have always guided our work. We immerse ourselves in all the available published studies and literature. We do extensive in-house and third-party lab testing and research, which includes developing novel and innovative ingredients and technology. Before we became a brand, we were already leading with patents and cutting-edge technology that today is being used by most of the larger industry brands.
We also have a fantastic focus group—the hundreds of thousands of people who visit our location every week from all over the world. These people make this one of the toughest proving grounds in the world, and we readily invite them to try all our products.
Let's say a customer is just starting a fitness regimen and can afford only one product. Which one supplement do you recommend?
We would absolutely recommend our 100% All Pro Advanced Tri-Phase Release Protein because its blend of three distinct proteins sources (whey protein isolate, micellar casein protein, and instant whey protein concentrate) makes this a very versatile product. Quality protein, first thing in the morning, can help fuel and satiate you through that all-important start of the day. In-between or before meals, a quick quality protein shake can fill in the gaps and add some incredible nutrition to keep your metabolism stoked and your hunger at bay. And when consumed immediately before bed, our protein powder nourishes your body during that long resting period. This combination of fast-, medium-, and slow-acting protein is perfect for someone just starting out—as well as for elite athletes.
Who are your sponsored athletes?
We have several dedicated athletes who inspire people every single day, and who will be featured in upcoming training and nutrition articles on Bodybuilding.com. At the same time, we believe that anyone can "be Muscle Beach." It's not so much a product as a state of mind. Even when athletes sponsored by other companies come to The Pit, we invite them in. It's not unusual to hear them say, "We're sponsored by another company, but we absolutely love and use your products—just don't tell anyone!"
At Muscle Beach, we train together, compete together and against each other, share success stories, give each other nutrition tips, compare and perform each other's workout programs and, oh yeah, celebrate our accomplishments together here at the beach! That's the True Muscle Beach Lifestyle!
Hope to see you all here at Muscle Beach Nutrition in California real soon!