“Its a F**king Multi-Billion Dollar Business”: Late American Bodybuilder Once Unearthed the Dark Side of Protein Products Industry

Protein powders, often in the form of post-workout shakes, are a common staple for any gymgoer. Bodybuilders and fitness enthusiasts alike often consume these shakes as health supplements. However, the truth behind their chemical composition isn’t common knowledge. It wasn’t until a late American bodybuilder unearthed some secrets about the composition of protein powders and the protein industry at large.

Richard Eugene Piana was an American bodybuilder and YouTuber who was popular among the weightlifting community. He, unfortunately, passed away in 2017, but not before he revealed some lesser-known facts about the protein powder industry.

Bodybuilder Rich Piana’s bold claims before he passed away

In 2017, Rich Piana sat down with ‘Egg White Crystal’ inventor Rodrigo to talk about protein powders. The YouTube video titled, “100% TRUTH ABOUT PROTEIN POWDERS – POST WORKOUT SHAKES”, has him discussing how the protein industry basically hides certain truths from the consumers.

Piana said, “When you read the label, it says 24 g of protein. That number is determined by the nitrogen balance in the product and there’s other things you can add to the product to bring up the nitrogen balance”. He stated that this would show the protein number to be higher when in reality it’s not. It is not more protein that the products contain, simply the allusion to it.

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Protein sources such as almonds and whey are notable in improving nitrogen balance and metabolism. Some suggest that almonds could be a plant-based alternative to whey protein powder. But Piana’s insight stated that neither of them nor any of the other brands are delivering what they are promising. His frustration could be felt, when he said, “It’s simple things like this that people just do not… They’re not educated, they don’t understand. No one puts us out there because it’s a f**king multi-billion dollar business”.

The video was from June 2017, and only a few months later in August, Piana passed away. He died on his way from receiving a haircut in Clearwater, Florida when his heart suddenly stopped beating. Although his heartbeat was restored temporarily later, enough time had passed. He eventually suffered brain damage due to a lack of oxygen. There were later reports of possible drug use that may also have contributed to his death. Even famous podcaster Joe Rogan alluded to the same when he reacted to his death at age 46. One of Rich Piana’s last known legacies would be unearthing some of these secrets about the protein industry.

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