Article: Flex Appeal: Bodybuilding.com Grows PR Muscle With Readers Creating E-Commerce Content.(Company Profile)

Company: Bodybuilding.com

Timeframe: 1999 to present

Budget: None (online promotion from company Web site)

When is an e-commerce site not an e-commerce site? In the case of Bodybuilding.com, the answer is simple: When it becomes a loyal community fueled by word-of-mouth PR and enthusiastic audience input.

"We look at everything we do from the customer's point of view," explains Ryan DeLuca, CEO. "Many businesses say this, but we live it."

Founded in 1999, Bodybuilding.com is a family-run operation based in Boise, ID. It has no shortage of competition from major fitness product retailers with mega e-commerce operations. But ...

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