While Joe Weider founded an American bodybuilding institute in 1965 with the arrival of the Mr. Olympia competition, the pop culture phenomenon has continued to grow under the leadership of current owner Jake Wood, who helps connect the Olympia event with its larger-than-life athletes, passionate partner brands and a growing number of fitness fanatics who travel internationally to be part of this sweat-inducing spectacle.
The Olympia event has always prided itself on being inclusive, focusing solely on flexibility while ignoring restrictions such as borders and politics. Ever since New Yorker Larry Scott first introduced the Mr. Olympia Trophy at the inaugural show in 1965, seven other countries have won Mr. It has produced Olympia title holders including the famous Austrian Arnold Schwarzenegger and celebrated champions from Cuba to Iran.
The Olympia Weekend has evolved along with technology
But in those early days of the Olympia, where there was no television coverage to reach the masses, the competitors in the competition consisted mainly of the bodybuilders, their coaches and families, and the fans who were local to the event. When the show finally hit domestic TV screens, foreign bodybuilding fans still had to find creative ways to see those stars they had only read about in glossy magazines like Muscle & Fitnesscompete. While the ’80s saw Olympia events take place in countries like Germany, England and Australia, from the ’90s onwards the competition has been based in the United States, meaning fans have had to figure out how to watch the best physiques in the business compete for the title of Mr Olympia.
“The DVDs were so important,” explains Robert Scafidi, a 41-year-old bodybuilding enthusiast from Melbourne, Australia, who is now a regular Olympia vacationer and follows the event to each chosen U.S. host city. “People used to trade DVDs at the local gym,” he recalls. “Before YouTube and Instagram, DVDs were what people traded, and you couldn’t get enough of them.”
In the ’90s, with a growing fan base, Olympia organizers wanted to connect the bodybuilding stars with their supporters, and modest meet and greet-style events soon followed in ballrooms close to the competition’s main stage. Fast forward to 2025, these engagement events have evolved into exhibitions, to the point where thousands of fans from around the world gather for the annual Olympia Fitness & Performance Weekend. Indeed, Olympia is no longer just about crowning a new bodybuilding champion. The long weekend is an unmissable opportunity for fans, aspiring bodybuilding stars, current influencers and major brands to come together in the name of fitness.
Bodybuilding enthusiast and competitor Louis Howell, 23, from Northamptonshire, England, made his first pilgrimage to Olympia for the 60th edition in 2024, and it was an extra special experience for him as England’s Samson Dauda won the title that same year. Howell had such an amazing journey to the ‘O’ that he returned in 2025, this time with his friend and fellow bodybuilder; 28-year-old Brandon Fairbrother from Lincolnshire, England. And so this year the two friends were able to spend an unforgettable holiday at the event held again in Las Vegas. DVDs may be out, but now it’s social media that is the driving force for future fans.
“During lockdown, I saw Chris Bumstead on TikTok and I thought, ‘That’s what I want to do with my life,’” says Louis Howell, who has become a disciplined athlete in his own right. “And from then on, that’s all I’ve ever done and that’s all I’ll ever do.”
Although bodybuilding is often seen as a superficial endeavor, the truth lies much, much deeper. “Health-wise and mentally, it’s been fantastic,” says Brandon Fairbrother. “Bodybuilding has kept me from following a path.” The positive journey Fairbrother talks about, choosing to live his best life and eschew negative lifestyle habits thanks to his love of exercise, is a story you’ll hear countless times during any Olympia weekend, regardless of the host location.
The Olympia Expo is great for fans and a goldmine for partner brands
As the Olympia expo has become a mecca for muscle builders and fitness enthusiasts to flock to from all corners of the world, the smarter brands have been quick to capitalize on the attractive demographics that are buying tickets in droves. In 2025, founded Gymshark, a British company that started on a small scale selling gym clothes but now has a global presence, and is on track for annual sales of $1 billion became an official sponsor of the Olympia, and this year has given fans the chance to rub bouldering shoulders with stars like the aforementioned six-time Classic Physique champion, Chris Bumstead and social media star turned IFBB pro, Sam Sulek. Other exhibitors at the 2025 fair included Linear Bar, a protein treat that contains no sucralose and contains only organic ingredients. Then there’s Red Bull and UFC Gym, where the crew puts its visitors to the test with fun fitness challenges; like how long can you curl a set of 35 pound dumbbells without failure? These brands, and hundreds of others, reached more than 60,000 people from over 70 provinces at the Olympia Expobut they weren’t just selling a faceless product, they were also helping to bring the fitness community together.
Olympia Weekend has become an unparalleled holiday destination
Blessing Awodibu is a two-time Arnold Classic winner who lives in Ireland and was born in Nigeria. He’s known to his fans as “The Boogie Man,” but he’s actually a gentle giant who enjoys interacting with the culture. “There are absolutely thousands of people here,” he tells M&F during an appearance at the Las Vegas Convention Center, which represents MuscleTech. “This is why I love fitness, man. This is why I love bodybuilding. You get a lot of support from online, social media, Instagram, YouTube, (but) it’s actually really fun to actually meet these guys, shake hands, talk to them, connect with them. So it’s special. It doesn’t get any better than this.”
The challenge of making Olympia better every year falls to its mantle bearer, Jake Wood, who was a competitive bodybuilder himself and wants to uphold the lasting legacy of Joe Weider while taking Olympia to new heights. To that end, Wood greenlit a record-breaking prize pool for competitors worth a total of $2 million in 2025. This year’s Mr. Olympia, Derek Lunsford, won a whopping $600,000 for his performance on stage at the Resorts World Theater. But despite the sheer size of the athletes, fitness culture can sometimes seem like a small world, and that’s also an attractive prospect for fans looking to meet their heroes.
“Oksana Grishina, a multiple Fitness Olympia champion, just sat next to me and recognized me from shows in Australia and also from here,” beams our Australian fan, Robert Scafidi. “It’s a community and camaraderie among like-minded individuals,” he explains. This is of course a sentiment strongly shared by the British boys. “It’s probably the best vacation we’ve ever had,” says Brandon Fairbrother. “Oh, that certainly won’t be my last Olympia,” agrees Louis Howell.
For more information about attending Joe Weider’s Olympia Fitness & Performance Weekend, visit https://mrolympia.com/
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