The world of supplements is a busy one, and competition is always fierce. In fact, late last year, one of the biggest players in the industry, Enhanced Athlete, faced a lawsuit from competitor Nutrition Distribution. According to Nutrition Distribution, Enhanced Athlete was using “false advertising” for their products that resulted in Nutrition Distribution’s sales being impacted. However, the case ended when a judge in the United States District Court of the Eastern District of California ruled with Enhanced Athlete. Enhanced Athlete was firm in their innocence throughout the case, claiming that Nutrition Distribution often participates in “shakedown” tactics. In other words, Enhanced Athlete maintains that Nutrition Distribution threatens legal action on multiple different supplement organizations in order to force settlements.
But Enhanced Athlete didn’t back down. As mentioned earlier, they stuck strong with the position that Nutrition Distribution was making an unfair claim. In this case, their persistence and dedication paid off. Enhanced Athlete survived the case, not only through the looseness of the false advertisement claims, but also with the demonstrated lack of connection between Enhanced Athlete’s advertising and Nutrition Distribution’s sales. A big part of Enhanced Athlete’s resistance was their leadership. CEO of Enhanced Athlete, Scott Cavell, had the following to say about the suit: “Enhanced Athlete is not going to be the next victim of Nutrition Distribution’s shakedown scheme.” He went on to add that nutritional/supplement companies caving to suits from Nutrition Distribution is part of what causes their continued behavior: “So long as supplement companies continue to pay these nuisance value settlements, Nutrition Distribution will continue with its business model of shakedown lawsuits.” By standing their ground so firmly, Enhanced Athlete assured that they wouldn’t help Nutrition Distribution further their dubious ambitions.
Enhanced Athlete is based in Cheyenne, Wyoming, and is an organization centered on fitness, nutrition, and bodybuilding. Their primary business is selling supplements that bolster fitness in a number of ways, including building muscle mass, losing body fat, and boosting testosterone levels. Enhanced Athlete also has two sister companies, Enhanced Coaching and Enhanced Gear. All three of these companies work together to give customers a full exercise experience. Enhanced Coaching provides expertise and guidance from a trained fitness coach and also includes help with meal prep, workout customization, and personalized plans tailor made for the individual. Enhanced Gear sells well-made clothes perfect for intense exercise and features a variety of different colors and styles.
Thankfully, Enhanced Athlete had the leadership and will to survive the lawsuit and continue on as strong as ever. Their product is second-to-known, and those looking to get into fitness should look no further than Enhanced Athlete.
— Dr. Tony Huge (@enhancedathlete) December 19, 2017