Many bodybuilders and weightlifters have sought to improve their physiques by using the best muscle building supplements on the market. Given this demand, many such products have been pushed on the market, though some of these are far from being the best. One infamous example was ICOPRO in the early to mid 1990s.
Though a familiar brand to those in bodybuilding, the Integrated Conditioning Program (ICOPRO) is also familiar to those involved in professional wrestling (indeed, probably more so). This was because the head of the World Wrestling Federation (WWF, today known as World Wrestling Entertainment, or WWE), Vince McMahon, was a huge investor in the product. Due to this, WWF programming in the early 90s prominently marketed ICOPRO.
There was more to McMahon's investment than a personal interest in bodybuilding (though a genuine personal interest in bodybuilding did exist too). McMahon was in the process of establishing his own bodybuilding company at this time. This was to become known as the WBF, or World Bodybuilding Federation.
The WBF was set up as a direct competitor to Joe Wieder's IFBB (International Federation of Bodybuilding). Wieder held a virtual monopoly over bodybuilding (similar to the one McMahon enjoys now over professional wrestling), so the upstart organization caused many waves initially. McMahon promoted it as "bodybuilding the way it was meant to be" and felt his ICOPRO investment would benefit from its success.
However, there were setbacks from the very beginning, chiefly that the McMahon business operation became embroiled between 1991 and 1992 in a huge steroid abuse scandal that prompted a federal investigation. Though it was McMahon's wrestling operation that was targeted, his bodybuilding operation inevitably got dragged into it as well. "Bodybuilding the way it was meant to be" took on a cynical meaning, being interpreted as an open invite for steroid abusers who did not want to be tested to participate in the WBF.
Given the scandal that McMahon, the most prominent marketer and investor of ICOPRO, had found himself in, it was inevitable that the supplement would be similarly tarnished. Steroids became a byword for the McMahon business empire when he shut down the WBF and was charged with conspiracy to distribute steroids by the American Federal Government. It was taken for granted that ICOPRO was simply steroids dressed up, and so the supplement did poorly in sales.
Although McMahon was acquitted in 1994 of all charges and subsequently rebuilt his wrestling operation to become the most powerful and profitable such promotion operating worldwide, he never attempted to get involved in the bodybuilding business again. And though he did keep marketing ICOPRO, by that point too much damage had been done to its image, to the extent that McMahon had to acknowledge it as an unprofitable failure. In 1995 ICOPRO was discontinued.
In conclusion, ICOPRO was far from being one of the best muscle building supplements ever. A good product would not have had much luck in the context of a scandal and image crisis like the one Vince McMahon suffered during the early 1990s. Though many dodgy bodybuilding supplements have come and gone, not many have had as lurid a backstory, or as blatant a link with steroids, as ICOPRO.
Though a familiar brand to those in bodybuilding, the Integrated Conditioning Program (ICOPRO) is also familiar to those involved in professional wrestling (indeed, probably more so). This was because the head of the World Wrestling Federation (WWF, today known as World Wrestling Entertainment, or WWE), Vince McMahon, was a huge investor in the product. Due to this, WWF programming in the early 90s prominently marketed ICOPRO.
There was more to McMahon's investment than a personal interest in bodybuilding (though a genuine personal interest in bodybuilding did exist too). McMahon was in the process of establishing his own bodybuilding company at this time. This was to become known as the WBF, or World Bodybuilding Federation.
The WBF was set up as a direct competitor to Joe Wieder's IFBB (International Federation of Bodybuilding). Wieder held a virtual monopoly over bodybuilding (similar to the one McMahon enjoys now over professional wrestling), so the upstart organization caused many waves initially. McMahon promoted it as "bodybuilding the way it was meant to be" and felt his ICOPRO investment would benefit from its success.
However, there were setbacks from the very beginning, chiefly that the McMahon business operation became embroiled between 1991 and 1992 in a huge steroid abuse scandal that prompted a federal investigation. Though it was McMahon's wrestling operation that was targeted, his bodybuilding operation inevitably got dragged into it as well. "Bodybuilding the way it was meant to be" took on a cynical meaning, being interpreted as an open invite for steroid abusers who did not want to be tested to participate in the WBF.
Given the scandal that McMahon, the most prominent marketer and investor of ICOPRO, had found himself in, it was inevitable that the supplement would be similarly tarnished. Steroids became a byword for the McMahon business empire when he shut down the WBF and was charged with conspiracy to distribute steroids by the American Federal Government. It was taken for granted that ICOPRO was simply steroids dressed up, and so the supplement did poorly in sales.
Although McMahon was acquitted in 1994 of all charges and subsequently rebuilt his wrestling operation to become the most powerful and profitable such promotion operating worldwide, he never attempted to get involved in the bodybuilding business again. And though he did keep marketing ICOPRO, by that point too much damage had been done to its image, to the extent that McMahon had to acknowledge it as an unprofitable failure. In 1995 ICOPRO was discontinued.
In conclusion, ICOPRO was far from being one of the best muscle building supplements ever. A good product would not have had much luck in the context of a scandal and image crisis like the one Vince McMahon suffered during the early 1990s. Though many dodgy bodybuilding supplements have come and gone, not many have had as lurid a backstory, or as blatant a link with steroids, as ICOPRO.
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