Bodybuilding Pose

In the early 2000s, the IFBB was attempting to make bodybuilding an Olympic sport. It obtained full IOC membership in 2000 and was attempting to get approved as a demonstration event at the Olympics which would hopefully lead to it being added as a full contest. This did not happen. Olympic recognition for bodybuilding remains controversial since many argue that bodybuilding is not a sport.
Recent developments
In 2003, Joe Weider sold Weider Publications to AMI, which owns The National Enquirer. The position of president of the IFBB was filled by Rafael Santonja following the death of Ben Weider in October 2008. In 2004, contest promoter Wayne DeMilia broke ranks with the IFBB and AMI took over the promotion of the Mr. Olympia contest. Other professional contests emerged in this period, most notably the Arnold Classic and Night of Champions but also the European Grand Prix of Bodybuilding. Also with the growth of consumer lifestyles in Europe and especially in Eastern Europe following the collapse of the Soviet Union saw whole new populations of bodybuilders emerge from those areas.