Bodybuilding.com makes its money by selling supplements, but it also makes sure to create an lasting brand by ensuring its visitors get the information and motivation they need. Notice that its mission statement: “to help our visitors reach their health, fitness and appearance goals through information, motivation and supplementation.” In the words of Bodybuilding.com founder and CEO Ryan De Luc, “We believe 100% that if we take care of our customers by helping them reach their goals, and not just by focus ing on making money or improving traffic, that will help us grow faster than anything we can think of short term”. With that in mind, the website is in four separate parts.