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Inside the Incredible Growth of the Olympia

In 2018, longtime media and production industry insider Dan Solomon was hired to take the reins of the Olympia, a move that signaled a shift in how the brand was managed. “For many years, the Olympia was viewed simply as a world championship event.” Solomon explains. “When I took the job, my objective was to turn the Olympia into a year round, multifaceted brand, not just a weekend event. The interest in this year’s Olympia has been overwhelming. Several major sponsors have returned, ticket sales are going great, hotel room bookings are off the charts, and amazing storylines continue to develop. The lineup is loaded with history-making excitement.”

As Olympia Weekend continues to grow in every way possible, the 365-day strategy has been nothing short of remarkable. In 2019, the Olympia apparel line was launched and it didn’t take long for Olympia logo merchandise to become the hottest products on the market, a sign of how strong the brand has become globally. And that was just the beginning. The Olympia licensing program continues to gain momentum throughout the world with deals in place for equipment and other commercial initiatives. The Amateur Olympia program has grown into the largest amateur event franchise in the world, with more than 5,000 athletes competing at NPC sanctioned events in 12 countries, with more planned in the years to come.

The Olympia enjoys a powerful partnership with the NPC and the IFBB Professional League, the world’s top competitive physique organizations. To put it simply, all roads lead to the Olympia, a reality cemented by an athlete qualification system that positions the event as the “Superbowl” of bodybuilding, fitness and physique competition.

Jim Manion, the man who sits atop both competitive organizations, has watched closely as the Olympia continues to raise the bar. “The Olympia is a one of a kind experience” explains Manion. “There’s a sense of history, prestige and a level of production that make it special. Fans dream of being there and athletes dream of walking on that stage. It’s bodybuilding’s holy grail, it’s the mountain top.”

As crowds have grown, so has the number of A-List celebrities who have been spotted at the Olympia in recent years, a list that includes Mark Wahlberg, Dwayne Johnson, Shaquille O’Neal, Dave Bautista, Marcus Allen and other notables from the world of music, sports and entertainment.

Sponsor and exhibitor opportunities are now available for this year’s event. VIP Packages have already sold out, but regular tickets are on sale now.

Solomon adds, “There’s nothing more gratifying than meeting fans who are attending the Olympia for the first time. Seeing their raw emotion and hearing their stories of inspiration and motivation is nothing short of amazing. We are taking things to a whole new level this December.”

Bodybuilding's biggest event returns to Las Vegas after two years in Orlando.


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