On June 23rd, 2011, I had 8x Mr. Olympia Ronnie Coleman on my radio show, Access Bodybuilding (http://www.rxmuscle.com/access-bodybuilding/3517-jefftheproducer-accessbodybuilding-v15-3517.html) to talk about his new company, Ronnie Coleman Signature Series. When Ronnie was on the show he told about his company’s plan to start outside the United States, and at the time, I wondered how it would all turn out. Two days ago I toured the new Florida Ronnie Coleman Signature Series headquarters and was blown away by facility.
When I arrived at the Ronnie Coleman Signature Series (RCSS) HQ I expected to see a fledging start up company, but I instead found a 30,000 square foot building with plenty of office space and a huge warehouse. Inside the building there was a sense of excitement, of purpose, that magic was happening. The RCSS staff was hard at work preparing for their huge 2,600-store GNC launch this coming weekend.
My tour guide, Ronnie’s longtime friend and manager Brendan Ahern, explained that this launch was of utmost importance because the success of their very first Gold Card week will be a true indicator of how the brand will fair in the US. Brendan also explained that because of Ronnie’s immense popularity overseas, they were able to get RCSS into 92 countries, literally coming out of nowhere just like Ronnie did at the 1998 Mr. Olympia.
As both a fan of marketing, and of Ronnie Coleman, I love how RCSS will be using this huge release at GNC to allow fans to receive a free authentic Ronnie Coleman autograph with any purchase during Gold Card Week, plus they will be entered to win a grand prize (www.ronniecoleman.net/contest). You might also notice that the logo for RCSS is Ronnie’s actual signature. 
Brendan and I went from the office space into the warehouse and gym area. The gym is still being built, but Brendan told me that Ronnie has donated his home equipment to RCSS HQ. The employees of RCSS will be working out on the very same equipment that Ronnie won four of his Olympias training on! If that doesn’t motivate you to train, I don’t know what will!
The cavernous warehouse was less than half filled with literally tons and tons of product just leaving for GNC stores around the country. I did notice a large portion of the warehouse was dedicated for shipment to Las Vegas and the 2012 IFBB Olympia Weekend.
I asked Brendan what RCSS has in store for its debut at the Olympia. He gave me a knowing grin and said, “The King is coming back to the Olympia to steal the show. Just this time the centerpiece won’t be his physique, it’ll be his company!”
On the way out I noticed a decked out tour bus, similar to what you might see a rock star traveling in, and asked Brendan what’s that about. He gave me the first look at what Ronnie will be traveling around the country in while doing his nationwide GNC tour after the Olympia.
The best way I can describe this well appointed tour coach for you is to say, imagine a luxury home on wheels. Plus, they made Ronnie’s ride absolutely bodybuilder friendly with the most spacious seats, an extra large bed, a full-sized refrigerator, washer and dryer, two bathrooms, seven flat panel TVs, and surround sound! It's an air conditioned $500,000 ride fit for Mr. Olympia!
Products include RESURRECT-P.M.™ promoting restful sleep and maximum muscle recovery, MYO-BLITZ™ engineered for intense energy and focus, TESTOGEN-XR™ for powerful and extended pumps, and PRO-ANTIUM™ for the highest quality protein! Labeling is awesome, very eye-catching and the products are unique. The word going around the world is that the products are as good as the name Ronnie Coleman, and if that’s the case, I’d expect this line to be a huge success.
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