Body sculpting is an obsession and a rapidly growing profession in many parts of today's egocentric world, in which the importance of appearance is overemphasized. Quickly gaining muscle, mass and ultimately achieving the desired physique is becoming difficult to achieve as the standards of a perfectly sculpted body in today's society become increasingly difficult to achieve. Advertisements using sex appeal increased 15 to 27 percent over a 20-year period (Pappas). These ads constantly broadcast images of photoshopped and unrealistic models, pushing society to aim for unrealistic shapes and sizes. Along with the increase in sexy advertisements is the growth of retail websites for sports products and nutritional supplements. Consumers, regardless of market, are looking for the quickest, easiest and cheapest way to get their wants and needs. In the bodybuilding market, consumers are looking for weight loss, weight gain, muscle growth, muscle recovery supplements, energy boosters and anything that can lead to rapid body transformation. There are hundreds of brands and thousands of supplements to choose from, making it almost impossible for a physical retail store to carry and display them all; this is why sites like Bodybuilding.com can be successful. Founded in 1999 in Boise, Idaho by Ryan R. DeLuca, 21 at the time, Bodybuilding.com is an American online retailer focused on sports supplements and health and nutrition-related products. They ship worldwide, claiming to offer the lowest price, and have the largest online fitness community in the world, with over 1.5 million members. Bodybuilding.com holds the title of the world's number one online supplement store and number one online sports nutrition retailer with $420 million...... middle of paper ...... e over ten million customers, supplying over 500 brands and thousands of products. For additional income, in December 2012, the company launched its own line of supplements taking into account all the positive and negative reviews from existing brand reviews, in order to create a product loved by consumers, with the possibility of offering Lower prices by eliminating middlemen. sell directly from their site. They advertise their personal product line all over their site, so visitors who leave the site without seeing their product are rare. They also offer their own line of clothing and accessories, offering their customers high-end products at low prices, allowing them to advertise to make a profit. Strategically, Bodybuilding.com uses the best professional and inspiring bodybuilding models from Youtube.com, displaying their product on recognizable faces and fit bodies..