Behind-the-scenes

Jeffrey & Mindy have always wanted to make a difference in the world, and in the late ‘90 they met and all the pieces started to fall into place. Together they embarked on what became an illustrious career building an empire in the fitness and wellness space. Until it wasn’t.

They helped pioneer and launch the natural bodybuilding and fitness model search industry in Canada and expanded that vision around the world. This launched careers, brands, new organizations, innovations, media outlets and tours of events. It brought life into a new niche market, and its popularity grew tremendously: Superhero physiques with superstar personalities; people becoming artists to their body gaining dedicated fans; entertainment, community and inspiration… a new Culture was formed!

Jeff and Mindy created the World Natural Sports Organisation, founded the FAME Agency, produced the FAME World Tour, co-produced a #1 hit TV show for Canada’s Sports Network (TSN) called the “TSN Fitness Series” and “Musclemania Canada”  and published an international lifestyle magazine series: FAME. 

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At the time the amount of drug use in the form of steroids and growth hormones seemed to be at an all time high. In fact, the abuse extended well beyond the sport of bodybuilding and fitness, it extended to sports overall. 

So it was the right time to get the message of natural sports into the market. The right message so that the central theme about fitness was more than just the outward appearance and strength of the body. To give young and new athletes, bodybuilders and aspiring professionals, hope with vision that something better was available. 

Their commitment to revolutionize the unhealthy components of the bodybuilding industry of the early 2000's led to the creation of the "Fitness Model" industry which debuted at their FAME: Fitness And Model Expo, the largest fitness consumer show of its kind. Soon the FAME World Tour became a destination event for the fitness and wellness industry, attracting enthusiasts globally. Mindy & Jeff spoke on stages and TV cameras around the world inspiring millions to take action and transform.

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As a result, people from all backgrounds, experience levels, age groups and ethnicities successfully transformed themselves into bodybuilders, models and athletes.  Many went on to become cover stars, sponsored athletes, world champions, business owners, coaches, trainers and celebrities. 

Reflecting on their FAME success, Mindy and Jeff came to realize that looking like a superhero didn't always mean feeling like one. Becoming an artist to your physique, while commendable, does not mean you are happy, healthful, confident, nor a wellness expert. This realization launched the bodyproud movement. 

The bodybuilding and fitness industries started to embrace the notion that fitness is more than just the body. Being bodyproud celebrated this concept: body, mind, heart and spirit. While the I AM bodyproud mantra quickly spread around the world, there was still something missing. People understood it and wanted to believe it, yet they didn’t have an actual roadmap, or guidebook, to help them achieve it. 

In search of a solution to fill these voids and course correct, Jeffrey and Mindy were gifted a vision in 2008. Since then they knew exactly what they needed to learn, and mentored under leading experts in areas of empowerment, wellness and mental health, became ordained Metaphysical Ministers. 

The end result? The rethinkFIT initiative and its ”unleash your superhero“ campaign. 

Ixtapa, Mexico

rethink@rethinkFiT.social

The Rethink Fit Initiative is managed by FAME Media Group Inc.

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