by Christian Duque
Flex Lewis doesn’t must compete. His legacy is past reproach – it’s held within the highest regard, by followers, the business, and rivals -both novice and professional, energetic and retired. Yamamoto isn’t asking him to compete. Monster might care much less. Lewis isn’t hard-up for money. And between his health club, hyperlinks to MMA, and his huge social media attain, competing on the 2022 Mr. Olympia is extra a private aim than the rest.
He couldn’t make his need to compete any extra open and apparent than he already has. Nonetheless, rumor has it that he’s been addressed like little greater than a baby, being made to attend pointlessly, leaving his particular invite in limbo. Some say he ought to qualify, others say belief the method , and a few decide to stay silent.
The very fact is, simply because The Welsh Dragon needs to compete now, doesn’t assure he’ll wish to compete in Spring, Summer time, or Fall. The Olympia is again in Vegas, on the Zappos Theatre, all the best way in December.
Generally, the Particular Invite is given as a final resort, as late as after the final qualifying occasion. With regards to inactive rivals, I’ve seen it given in Might for the September occasion; nevertheless, why give a competitor like Lewis, who hasn’t competed in years, a mere three months to arrange? If we’re having the dialog in January and we all know the athlete’s intention to compete, then why wait?
I imagine that if given the invite, as we speak, that Lewis would signal the contract and dive into prep. I believe this might be an enormous preliminary bump for the 2022 occasion, some eleven months out.
From a advertising standpoint, I believe this might be an enormous dialog starter, some two months earlier than the Arnold Traditional. Simply take into consideration what such an announcement would do for ticket gross sales, air and lodge reservations, and the quantity of curiosity it will generate for sales space gross sales and promoting the primary yr again in Vegas for the reason that pandemic hit. I, personally, suppose that such an announcement would have such a direct impact that we might see the host lodge promote out lengthy earlier than the top of Winter. On the flip-side, I believe it will be unfair to miss the factors raised by those that advocate ready. Let’s see the breakdown of their case.
For starters, probably the most often heard counters to providing Lews a particular invite this early, is the truth that Lewis could not compte. Most of the detractors object as a result of they really feel particular invitations ought to solely be issued as soon as – or twice, on the most. They’re much less forgiving and understanding, even when the explanations that stop an athlete from competing, are completely cheap as was the case with Lewis’ invite in 2020.
Most of the of us who’re advocating extra of a wait-and-see strategy, additionally imagine that 7x 212 Mr. Olympia ought to should qualify, identical to everybody else. Whereas I can admire that standpoint, I believe that may solely apply if Lewis have been the only one to realize from competing. To them, I’d elevate the Levrone and Greene invitations. Did both of those guys must compete? Did their success rely upon them hitting the stage – or – was their competitors extra about giving the followers what they wished? I’d argue that the reply to this, laid much more within the latter than the previous.
When Levrone competed, few thought – himself included – that he might win; nevertheless, his presence created an plain degree of buzz, which translated to more cash coming in, than if he had skipped the competition. Equally, if Flex competes that’s not going to vary his standing along with his sponsors, his health club, or any current/future enterprise offers. Whereas a victory would definitely assist him and the prize cash wouldn’t damage, both, it’s inconsequential as regards to his profession and/or legacy. He might simply make the cash elsewhere and even a High 3 on the Olympia isn’t going to do rather more for his resume than the sheer dominance he loved for almost a decade in a division he continues to dominate, even years after leaving it. Irrespective of who you might be or what you’ve achieved – if you’re in The 212 – you’ll at all times end up within the shadow of Flex Lewis.
The one end result from the ‘22 Olympia that may decisively have an effect on Flex’s profession, can be if he received. And after what Brandon Curry did in 2021, I don’t suppose beating Huge Ramy is feasible, a lot much less possible. That mentioned, the advertising potentialities may very well be extraordinarily profitable and the leisure worth may very well be out of this world, if we knew for certain, if Flex was all in, now.
Think about if the powers that be (in Vegas and/or Pittsburgh) made it potential for Lewis to get the particular invite in January or early February, and assuming Lewis accepted, I really feel as if the advertising machine might spring into motion instantly.
From the second Lewis accepted the invite, I might see a full fledged media machine throughout him. Flex’s gyms may very well be the launchpads for a ton of coaching sequence. Yamamoto might have a subject day, with killer exercises that includes Lewis and longtime coach Neil Hill. Plus, early exercises (from now until possibly summer season) together with a who’s who of visitor stars.
Who the hell wouldn’t wish to prepare with the 212 legend on his highway to slaying the largest large in bodybuilding??? And that’s simply it – Lewis wouldn’t be competing only for enjoyable. At 100%, he could very effectively have the best probability of another contender to topple The Egyptian Phenom!!
We might see exercises with the likes of Man Cisternino, Jose Raymond, possibly Jay Cutler, I imply the chances are completely limitless!! Then we might see Megafit Meals throughout his vitamin. Each single time Lewis popped a meal into his microwave and sat right down to eat, that may very well be a video all by itself. Think about how many individuals would love to look at The Welsh Dragon eat and speak bodybuilding whereas they did the identical. They’d chow down on their rooster and rice, prepping for their very own contests, whereas watching Lewis on his highway to Las Vegas. It could be greater than leisure – it will be inspiration!!
Think about the advertising marketing campaign Monster might unveil, all centered on FLEX’s comeback. Monster represents much more than cash – they’ll herald in an enormous quantity of mainstream curiosity in bodybuilding. As a substitute of specializing in the identical drained mannequin of supp firms, meal prep outfits, and health club apparel firms, why don’t we lastly attempt to do what Paul Dillett has been doing, what MMA has been doing, and what main league sports activities have been all about since Day 1??
Why don’t we’ve got automobile firms, vitality drinks, and possibly even beer advertisements in bodybuilding? From Budweiser to Ford to Monster. That’s going to develop the game like nothing else will. Ramy can’t ship that, however Flex Lewis can. But right here we’re, sitting on our fingers, questioning if he’s going to get the particular invite or not. We’re informed to ‘belief the method,’ however what does that even imply? I’m fairly certain Monster might care much less if Flex does the O or not, however I’d virtually financial institution on the truth that they’re most likely not very amused he’s being made to attend – particularly in entrance of the followers. That as a lot, I can most likely relaxation assured, is true. If something, the right strategy can be to courtroom Lewis, not count on him to sit down and wait.
We frequently consider sponsors as pushing athletes to compete on the professional exhibits, just like the Arnold and the Olympia, however that’s as a result of most bodybuilders have contracts with firms within the health business. Think about if we have been coping with bodybuilders with mainstream contracts. Not solely wouldn’t they stress their athletes to compete in bodybuilding occasions, the athletes may need to promote them on the thought of competing in these occasions!!
The place do you suppose Monster would fairly have Flex Lewis promote – at a bodybuilding present or at a UFC battle night time?
Other than having to make use of appreciable efforts to foyer mainstream sponsors into getting behind a sponsored athlete to compete in a distinct segment sport, then on high of that, they should see their signed expertise sit in a state of limbo for an indefinite time frame? That doesn’t precisely make these huge firms all-too-eager to purchase cubicles, advert house, and/or push the occasion.
If Monster acquired 110% behind Lewis on his highway for the Sandow, we might see one of many largest Mr. Olympias within the historical past of the franchise. And that’s only one firm. If Monster have been within the combine, who’s to say what different firms may take part, too?! That’s the great thing about securing Flex Lewis competing 10-11 months out. The hazard in making him wait, is that he’ll lose curiosity, and/or his main backers will ask him to work with totally different occasions. It’s important to keep in mind, he’s on their payroll, so they need ROI they usually need their signed expertise to proceed rising their following.
On a regular basis, an increasing number of bodybuilding followers are asking, will Flex compete? They’re bombarding him with questions and the actual fact he can’t give a transparent reply, is greater than possible making a world of stress on him. Nobody is aware of what goes on behind closed doorways. For all I do know, discussions have already taken place – possibly Lewis and WOS are ironing out the main points, they usually’re merely placing the ending touches on an extravagant press convention, with all of the bells and whistles able to launch a significant press and advertising marketing campaign. There’s additionally the possibility that completely nothing is occurring and that nothing will occur, till God is aware of when.
From Flex’s final story on IG, it appears he is aware of as a lot in regards to the standing and/or chance of his particular invite, as does the subsequent man.
I for one, want to see him get the invite, signal the contract, and begin his prep – now. From a current ballot I ran at StrengthAddicts on Instagram, 89% of ballot takers noticed no viable advertising goal to retaining the 7x 212 Olympia champion ready round for the supply.
Everyone seems to be speaking, the champ has expressed religion curiosity in competing, and the competition’s promoter has mentioned to ‘belief the method.’ Might we get one thing extra? How lengthy does the method take? What does it entail? Who decides?
Maybe the actual fact we’re rising stressed and politely asking for solutions, is a part of the entire advertising genius of imprecise solutions to direct questions. In spite of everything, it looks like nothing we do will transfer the method alongside. I suppose it’s simply a kind of hurry up and wait, kind conditions.
Tremendous irritating. Tremendous irritating!
