Muscle and Fitness and Olympia owner make a controversial deal.

It appears that American Media Inc., owners of the Muscle and Fitness online magazine as well as the Olympia, are dipping their toes into a new industry. Recently, AMI agreed to give $3 million in advertising to MusclePharm, a prominent protein-powder supplement distributor.

This comes as a shocking turn of events as the powerhouse supplement company was once on top of the game with Arnold Schwarzenegger as a former shareholder. Schwarzenegger has since left the company and shortly after MusclePharm was hit with a number of lawsuit claims.

This brings up the question – is this a controversial move? Has AMI, owner of a number of powerful fitness media publishers, essentially created a power vacuum by entering into sports nutrition? Will this potentially create friction with other sports nutrition companies?

And most importantly, will the media companies owned by AMI be able to provide honest coverage now that they have an interest in MusclePharm? We’ll just have to wait and see how things develop.

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