In 1990, wrestling promoter Vince McMahon announced he was forming a new bodybuilding organization, the World Bodybuilding Federation (WBF). McMahon wanted to bring WWF-style showmanship and bigger prize money to the sport of bodybuilding. A number of IFBB stars were recruited but the roster was never very large, with the same athletes competing; the most notable winner and first WBF champion was Gary Strydom. McMahon formally dissolved the WBF in July 1992. Reasons for this probably included lack of income from the pay-per-view broadcasts of the WBF contests, slow sales of the WBF's magazine Bodybuilding Lifestyles (which later became WBF Magazine), and the expense of paying multiple 6-figure contracts as well as producing two TV shows and a monthly magazine.
Olympic sport discussion
In the early 2000s, the IFBB was attempting to make bodybuilding an Olympic sport. It obtained full IOC membership in 2000 and was attempting to get approved as a demonstration event at the Olympics which would hopefully lead to it being added as a full contest. This did not happen. Olympic recognition for bodybuilding remains controversial since many argue that bodybuilding is not a sport.
In 2003, Joe Weider sold Weider Publications to AMI, which owns The National Enquirer. The position of president of the IFBB was filled by Rafael Santonja following the death of Ben Weider in October 2008. In 2004, contest promoter Wayne DeMilia broke ranks with the IFBB and AMI took over the promotion of the Mr. Olympia contest. Other professional contests emerged in this period, most notably theArnold Classic and Night of Champions but also the European Grand Prix of Bodybuilding. Also with the growth of consumer lifestyles in Europe and especially in Eastern Europe following the collapse of the Soviet Union saw whole new populations of bodybuilders emerge from those areas.