Bodybuilding.com Market Analysis (Pre-2024 Sale Through 2026)Bodybuilding.com, a long-time leader in online sports nutrition, supplements, fitness content, and community (forums), has experienced significant turbulence. It changed ownership multiple times since 2019 (4 confirmed M&A deals in ~5 years), reflecting ongoing challenges in a competitive e-commerce fitness space.
Key Timeline & Ownership Changes (Bit Before + Post-2024 Sale)

Pre-2022/2022: Under earlier owners (including Expedia Group/Liberty Media lineage and then Najafi PE), it was a "9-figure e-commerce business" with estimated revenue around $100M+ annually. It had strong brand equity, popular forums, and a large user base.
youtube.com
2022: Sold to Retail Ecommerce Ventures (REV, associated with Tai Lopez). Performance began declining amid broader retail pressures and competition.
~Early/Mid-2024: Sold again (4th time in 5 years) to Omni Retail Enterprises (a new investor group that acquired REV's portfolio assets like Dress Barn and Pier 1). Sharon Leite (ex-CEO of Vitamin Shoppe) named CEO. Focus shifted to omnichannel revival.
Sept 2024: Forums (a core community/SEO driver) shut down abruptly, causing user backlash and migration to alternatives.
2025: Major user/traffic drop noted; company issued an apology in Nov 2025 promising a user-driven redesign (launched 2026). Relaunch plans included new house-brand supplements, a fitness app, metabolic telehealth, in-person events, and rebuilt vendor relationships.
2026 (current as of April): Continued execution of multi-year strategy under Omni, but early data shows ongoing revenue pressure.

Revenue & Performance TrendsRevenue has declined sharply amid ownership churn, forum loss, competition (Amazon, MyProtein, GNC.com, direct-to-consumer brands), and shifts to social media/content for fitness advice. Estimates vary slightly by source (Grips Intelligence vs. ecdb), but the trend is clear: steep drop post-2024.

2025: $25.8M (Grips; down 50%+ YoY) or ~$40M (ecdb alternative estimate).
2024 (sale year): Inferred ~$52M+ (based on 2025 drop).
2026 projection: Further decline (50%+ per Grips; <0% growth per ecdb); trend accelerating despite recent 3-month revenue uptick (~11% QoQ). March 2026 monthly revenue: ~$1.1M (Grips) or higher alternative; ~648k sessions.
gripsintelligence.com
Traffic/Engagement (March 2026 example): Conversion rate 2.5-3.0% and AOV $50-75 lag behind competitors (e.g., myprotein.com, muscleandstrength.com). Mobile/desktop split ~50/50.
gripsintelligence.com

Broader Context: The global bodybuilding/supplements market is growing robustly (~8% CAGR), from ~$27.5B in 2025 toward $47B+ by 2032, driven by wellness trends, protein demand, and fitness awareness. Bodybuilding.com has lost market share despite this tailwind.
coherentmarketinsights.com
Here is a graph visualizing the revenue trend (estimates based on reported figures, historical descriptions, and decline patterns):
OutlookThe 2024 sale to Omni + Leite's leadership brought fresh strategy (relaunch, app, events, redesign). Early 2026 shows some stabilization in monthly metrics, but annual declines persist. Success depends on rebuilding community trust (post-forum), competing on price/innovation vs. Amazon/direct brands, and executing the omnichannel vision. Without turnaround, further erosion is likely in a growing but fragmented market. Data is from third-party estimators (Grips, ecdb) as the private company doesn't disclose official financials.