Muscle Isn’t Everything: The Hidden Side of Being a Professional Bodybuilder

 

Written by: IFBB Pro Coach Can Ünalwww.ifbbprocoach.com | canunal@ifbbprocoach.com

Can Ünal is a seasoned IFBB Pro Coach, competition organizer, and fitness entrepreneur active both nationally and internationally for many years. He has guided the stage and digital career journeys of numerous athletes in Turkey, contributing significantly to many obtaining their IFBB PRO cards.

As a licensed promoter organizing official competitions under NPC Turkey, he holds a key role not only in training but also in stage management, sponsorship relations, and media planning within the industry.

With his entrepreneurial identity, Can Ünal has introduced a new vision to the sector by establishing online coaching systems, educational platforms, and digital fitness brands. He produces inspirational content on social media, sharing unique insights on athlete development, career planning, and investment strategies.

Introduction: Building Muscle Alone Is Not Enough

Being a professional bodybuilder might seem from the outside like just massive muscles, hard training, and stage shows. But the reality is much deeper and more systematic. Every successful athlete must think like a businessperson behind the scenes, manage themselves like a brand, and invest wisely.

1. Personal Brand Management: “You Are a Product!”

In today’s fitness world, physical success alone is not enough—personal brand power is what truly endures. Championships won on stage are talked about for days, but the digital impact you create lasts for years.

How to Build a Brand?

• Logo & Color Language: Create your own logo, color palette, and font. Your followers should recognize you at a glance.

• Consistent Content Language: Produce content in a consistent style and theme to become recognizable.

• Positioning: Have a clear answer to “Who am I?” Are you a competitor? An educator? A coach? A CEO?

Examples:

• Post documentary-style vlog series on YouTube; share emotional “before/after” stories on Instagram that educate and connect.

• Collaborate with sponsor brands on giveaways, challenges, and interactive content.

2. Digital Marketing: Social Media Is the Backstage

Today’s champions compete not only on stage but also in perception. And it’s the athlete—not just social media managers—who must lead this effort, because originality matters.

Digital Areas to Develop:

• Instagram Reels: Training clips, nutrition tips, supplement routines.

• YouTube: Documentary-style content, competition days, prep phases.

• Email Newsletter: Weekly info, recipes, and motivation for followers.

Act like a leader, not just an influencer:

• Focus on promoting a lifestyle, not short-term product ads.

• Aim to add value with every post, not just sell something.

3. Financial Planning: “Pump fades, investments last”

An athlete’s career span is limited; your peak years must be productive. Financial planning for professional bodybuilders is not just about increasing income but converting active income into passive income.

Recommended Revenue Streams:

• Online coaching/PT system with automated digital memberships.

• Educational content: e-books, video courses, training camps.

• Merchandise: Own brand apparel, shakers, fitness accessories.

• Supplement partnerships: Affiliate marketing or equity shares.

Long-term Investments:

• Stock market, real estate, small-scale startups.

• Channel sponsorship income into value-adding assets instead of short-term consumption.

4. Mindset: “Are you an athlete or a CEO?”

A successful athlete must be strategic, not just muscular. Every decision has an opportunity cost. Every competition, YouTube video, and sponsorship either grows or harms your personal brand.

Core Principles of the CEO Mindset:

• Make data-driven decisions (follower stats, sales figures).

• Listen to feedback (comments, direct messages).

• Optimize your time (each content piece builds your image).

Conclusion: The Game Beyond Muscles

Training is important, yes. But muscles are only the visible part. Behind the scenes lie digital strategy, investment wisdom, and brand management. In this game, it’s not just the strongest who survive—it’s the smartest and most systematic.

Those who limit professionalism to the stage shine at most for one season. But those who build their own brand shine for 10 years or more in the industry.

What Is a Promoter? Challenges and Opportunities of Being an International Promoter

Who Is a Promoter?

A promoter is a person responsible for organizing sports, artistic, or commercial events, managing logistics, marketing, participation, and finances. In bodybuilding, a promoter organizes competitions, licenses events through federations, and builds the triangle between athletes, sponsors, and spectators.

What Does a Promoter Do?

• Sets competition dates and obtains approvals from federations like IFBB PRO/NPC.

• Rents locations and provides stage setup and technical infrastructure.

• Negotiates sponsorships.

• Runs marketing campaigns (social media, press, advertisements).

• Plans budgets and controls costs.

• Coordinates jury, athletes, and spectators.

• Prepares post-event reports for national and international federations.

What Makes International Promoters Different?

Organizing a competition in Turkey is already a serious workload, but being an international promoter requires working with different countries, federations, cultures, and regulations.

Challenges:

1. Bureaucratic Barriers: Visa processes, federation permits, local sports commission approvals.

2. Language and Cultural Differences: Need for professional translators or local representatives; marketing messages may vary in effectiveness.

3. Costs and Risks: High expenses due to flights, accommodation, technical gear, currency differences; risk of low participation or lack of sponsors.

4. Federation Standards Compliance: Exact stage dimensions, lighting, jury placements as per NPC/IFBB PRO requirements.

Advantages and Opportunities:

1. Global Networking: Direct contact with international athletes and federation officials; opportunities to organize further events abroad.

2. High Prestige: Being an international promoter elevates you from organizer to brand; strong ties with institutions like NPC Worldwide make you a regional decision-maker.

3. New Revenue Models: VIP ticket sales, international sponsorship deals, live streaming income; extra events like training camps and seminars.

4. Easier Athlete Recruitment: International athletes contribute to national promotion and provide local athletes with global visibility.

Who Should Become an International Promoter?

• Professionals with over 5 years of industry experience.

• Trusted individuals actively connected with federations.

• Those with financial risk management capacity.

• Leaders capable of building experienced teams and crisis management.

Conclusion: Promoting Is an Art

Being an international promoter is not just about organizing an event—it’s about country promotion, career building, and selling a vision. It has challenges but, when done right, creates a multiplier effect for both you and your country’s bodybuilding community.