History of Over 30 years of results. A history of consumer respect.
By putting equal emphasis on research, manufacturing and marketing, BI has continued to deliver what many consumers feel are the most effective bodybuilding supplements available anywhere in the world.
Laguna Hills, CA, 1967: bodybuilding supplement industry is in a state of scientific and ethical disrepair. Companies are selling products that are incapable of producing results like those promised in their advertisements. Consumers are being misled. In an effort to give the industry a scientific and ethical foundation, nutritional ingredients researcher Jim Heflin founds Beverly International (BI). Heflin establishes strict research, manufacturing and marketing guidelines for BI in order to ensure that its supplement formulas reliably and consistently produce results. Bodybuilding athletes and serious fitness enthusiasts quickly become fervid fans of the new brand as it defines a cutting-edge for the industry.
Cold Spring, KY, 1999: Heflin has traveled the United States for nearly three decades successfully introducing the BI product line to gyms and medical research centers, and talking with countless nutritional ingredients suppliers, manufacturers, athletes, scientists and clinicians. Eager to pass the torch, he sells the company to trusted friends Roger and Sandy Riedinger. Roger is a school teacher and principal, a competitive bodybuilder, and a former University of Cincinnati scholarship athlete. Sandy is a fitness instructor with a degree in corporate fitness from Northern KY University. Together they promote amateur bodybuilding and figure competitions in the state of Kentucky.
Today: The bodybuilding supplement industry has advanced on both scientific and ethical grounds. Still, it has a long way to go. BI remains a cutting-edge leader by rigidly adhering to the same three-part set of guidelines established by Heflin in 1967. Surveys indicate that BI products consistently produce results that exceed consumers’ expectations. The BI support staff is regarded as being among the most knowledgeable and personable in the industry.
At BI they ask, "Which ingredients do scientific studies say produce results? How can they manufacture these ingredients to ensure that they are of the highest possible quality?" The answers to these questions lead to the development of products which are capable of delivering results that meet or exceed those reported in studies.
Results is their end. Quality is their means.
"Manufacturing" refers to the making of a company’s products. It involves taking raw materials and converting them into something that consumers want.
"Marketing" is everything a company does to tell consumers about its products –their features, benefits and prices, and where you can buy them. Labels, magazine advertisements, TV commercials, Web sites, athlete endorsements and seminars are just some of the marketing materials that companies use to get consumers to buy their products.
When a company collects information in an effort to understand how to make products that provide the features and benefits consumers are looking for, it is doing "research". Scientific studies are one source of such information. The company may perform its own studies or rely on those performed by universities, for instance.
In an ideal world, research would lead to the manufacturing of products that function the way people are led to believe they will. Research, manufacturing and marketing would all "balance out", in other words. Consider the following example:
- A supplement company comes across scientific studies that suggest that certain types of dietary protein can increase muscle size.
- The company determines how to manufacture these proteins so that they are of the highest possible quality.
- The company manufactures a protein supplement using the research-proven proteins.
- The company tells consumers, "Their new protein supplement contains proteins that scientific studies have shown to increase muscle size. The quality of their manufacturing process ensures that their supplement contains the highest quality forms of these proteins so that when you use it as directed you can experience results that meet or exceed those reported in studies."
- Consumers buy the product, use it, and discover that it produces results that meet or exceed their expectations.
- Unfortunately, the bodybuilding supplement industry all too often differs drastically from the "ideal world" scenario just described. This is because research, manufacturing and marketing all too often do not balance out.
- Indeed, the results of scientific studies are more likely to influence the content of a company’s advertisements (e.g. "Their protein supplement increases bench press performance by 1000‰!") than the actual manufacturing of its products. The products sold to consumers consequently do not contain the same ingredients used in studies or do not contain them in the quantities required to produce results. As the company continues to advertise its products using exaggerated claims about their efficacy, more consumers become disappointed and discouraged.
When BI founder Jim Heflin arrived on the bodybuilding supplement scene in 1967, research, manufacturing and marketing were even more disconnected than they are today. Nutritional ingredients were being manufactured using methods that were incapable of delivering results like those demonstrated in scientific studies or that would otherwise satisfy consumers. Many products did not even contain the ingredients specified on their labels. Things have improved since those days, but not enough. Consumers are still being misled, disappointed and discouraged by supplement companies making promises that their products are incapable of living up to.
The founding of BI was Heflin’s effort to give research, manufacturing and marketing equal emphasis –to make them all "balance out"–– and give the industry a truly cutting-edge scientific and ethical foundation. He succeeded by adhering to a strict set of guidelines.
- Research: Select nutritional ingredients based on available scientific research. Which ingredients do studies say are necessary to enhance the look and/or performance of the human body? The results of these studies serve as the basis for the manufacturing of new BI supplement formulas.
- Manufacturing: How do their ingredients need to be manufactured so that they meet or exceed the safety and effectiveness of those used in scientific studies? BI uses the most advanced manufacturing and testing technologies to ensure that its ingredients are free of impurities, biologically potent, and otherwise safe and effective for consumers.
- Marketing: Develop marketing that speaks honestly and openly about the results that are possible when consumers use BI products as directed in conjunction with an appropriate diet and exercise program.
- Since 1967 BI has continued to grow in sales, popularity and esteem by ceaselessly adhering to the same research, manufacturing and marketing guidelines set in motion by Heflin. While these guidelines often mean that its products cost more to develop, the results experienced by consumers more than make up for the higher prices they may encounter.