What's your muscle sport identity? Does it affect your consumer behaviors and loyalties? Join Lonnie and Phil as they talk shop with industry veteran Vince Andrich. The guys cover the usual news, then look backward and forward in the bodybuilding, dietary supplement and even publishing industries. Plenty gets covered. Competitive bodybuilding, behind-the-scenes origins of current-day companies and trends, products that get cycled back from marketers as new, and tons more. Also tune in for breaking science on grape juice, eggs, fish oil claims, and even the microbiome of your beard! Come on in!