With the popularization of bodybuilding and all the ‘fitness’ market in Brazil, there are several discussions that put athletes from other generations against current competitors. For Renato Cariani, “the great change of ‘Old School’ to ‘New School’ is that, before, bodybuilders were in sport for love.”
In an exclusive interview with the blog Muscle, the professional bodybuilder, chemical, digital influencer, physical educator and businessman explains that, at the time he began to compete, there was virtually no financial return: “In the early 2000s, companies gave the athletes a bag of protein powder as a prize for winning a championship. We did that by passion.”
“Today, with social networks and the volume of companies that invest heavily in the environment ‘fitness’, many no longer do by passion, but for the financial return,” adds Cariani.
According to the athlete, Brazilian bodybuilders from past decades needed to combine sport with conventional work and routines, which showed that they were passionate about the sport.
Still according to the professional, however, this scenario did not completely change: “After my first competition, I went to work the whole week full of ink. Today, the guy became professional and already wants to live exclusively from the sport, sponsorship, but not quite. Sponsorship is for the minority. Most professional athletes will have to continue working in another area until they win an important championship, and look at the athlete. Active, he doesn’t know how to sell brands products … In the old days, it was just love.
Cariani also interprets that “the growth of bodybuilding in Brazil is 100% linked to social networks”, as these platforms “have become a channel of motivation, teaching and inspiration for people”.
“The number of digital influencers has grown this way because people buy healthy lifestyle. Sometimes the person is struggling to lose weight, but the whole environment fights it. Friends only call the bar, the family only gathers to eat. He takes his lunch box and is joke: ‘It will never make it maromba?!’ Weight loss. Only this person enters Youtube, for example, and seeing my videos helping to lose weight, build muscle mass. Because, often this is the only healthy environment – regarding this subject – to which the person has access, “he adds.
Finally, the professional ensures that “the growth of sport is beneficial to everyone because today a good athlete can have better recognition. But there is a side effect of this media (…) the number one will make money regardless of the media. Top athletes, like Messi, for example, do not need to be large communicators – I can’t even recognize the voice of the Messi. develop in this other area “.
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