Enhanced Nutrition, a Cheyenne, Wyo. based company selling fitness and bodybuilding supplements, was one of more than 70 companies accused of false advertising by fellow bodybuilding supplement company, Nutrition Distribution. A judge in the United States District Court of the Eastern District of California denied the injunction by Nutrition Distribution in the November 2017 court case.
Nutrition Distribution claims that “the sales of the company’s fitness and bodybuilding supplements have been harmed by the false advertising of supplements by its competitors”. Enhanced Athlete says these cases are merely shakedown lawsuits in a scheme to extort nuisance-value settlements from other supplement companies. Enhanced Athlete argued that there is a lack of evidence on Nutrition Distributions part to demonstrate that they have suffered any actual damage from the alleged false advertising, stating that there is no causal relationship between the alleged false advertising of Enhanced Athlete and other supplement companies and Nutrition Distribution’s alleged loss of sales.
The companies CEO, Scott Cafell, said, “Enhanced Athlete is not going to be the next victim of Nutrition Distribution’s shakedown scheme.” The court found that the “Plaintiff’s evidence does not establish a causal connection – or even more than a merely speculative connection – between Defendants’ product and marketing and Plaintiffs’ decrease in sales.”
According to their website, “Enhanced Athlete provides customers with the tools to make educated decisions on body enhancement methods used by bodybuilders, weightlifters and fitness fanatics.” The company’s Crunchbase site adds, “Enhanced Athlete educates its audience on topics such [as] performance-enhancing substances and the world of bodybuilding. We aim to shine a light on both the pros and cons of body enhancement as objectively as possible.” Customers can find various supplements for sale on Enhanced Athlete’s website as well as informative and educational videos.
Enhanced Athlete’s sister company, Enhanced Coaching, offers customers professional coaches to guide and assist them in reaching their body goals, including custom workout and meal plans made with the customer’s body type, health restraints and budget in mind. Customers can choose from three levels of coaching packages, including a minimum of training or diet plans, unlimited supplement advice and Q&A’s with coaches.
Their third company, Enhanced Gear, offers athletic wear, athletic gear, and accessories.
— Dr. Tony Huge (@enhancedathlete) December 19, 2017