Rheo Blair Protein

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Jim Shihblom Talks About Rheo H. Blair and Blair Protein Powder

Rheo H. Blair was one of the controversial and leading nutrition authorities during bodybuilding's Golden Era. His repuation for producing results through nutrition, his Blair's protein powder and other dietary supplement programs brought clients from all walks of life and from around the world; from Hollywood movie stars to bodybuilding greats.

I contacted Lee Milligan and requested permission to reprint and post a two part interview he conducted. The following is the contents of that interview. I am thankful for Lee's permission to do so. Alan Palmieri

Lee Milligans Jr's Exclusive No Holds Barred Interview with Jim Shiblom the former owner of Blair's Protein in February 2007

Part One

I was able to catch up with Jim Shiblom the former owner of Blair's Protein recently in an exclusive no holds barred interview. He answers even the hardest questions and covers all the questions I received from readers plus some. You may not agree with his answers but he tells it the way it is - Lee Milligan Jr

Jim you sold the Blair's Protein formula 1 year ago. I heard the new owner shutdown production. Will Blair's ever be available again?

Answer: I seriously doubt it. I sold it to a man who was an avid lifter but not well known. He figured if he owned the formula, sales would continue. It was the opposite. Everyone knew me for years. I was a former competitor, promoter, judge, and emcee. I also knew Larry Scott since 1978 and use to distribute Larry's products for many years. People saw me with Scott at The Arnold Classic and many Mr. Olympia contests at his booth. I also had used Blair's for over 30 years. It is no different than if Larry Scott sold his protein formula to someone and retired. How many people do you think would continue to purchase Larry's protein once he is gone. It has to do with the name and more important credibility.

What was the reason you sold the Blair Protein formula?

Answer: There were several reasons. I no longer could use Blair's protein due to the lactose. Blair's was also hard to digest. Sales declined and I had a chance to sell it, so I did.

When you brought Blair's back years ago some important names supported you while others did not. What was that like?

Answer: When I first wrote a letter to Robert Kennedy back in 1998 he published it free of charge in his Muscle Mag International. He also ran free ads in his news section about Blair's being back and the protein was better than anything in the old days. He was the first and best person to help me. Steve Holman at IronMan sent me a letter of support. Laree Draper e-mailed me and told me the market is big for many products including Blair's. Laree is a first class person all the way and handles all Dave's business. She is the brains hands down. By the same token, I was slammed by many people on other message boards, which stated I did not have the original formula. Many people went out of their way to try and sabotage my operation. However if they had continued my attorney would have stopped them. This is all water under the bridge now, so it no longer matters.

Jim didn't you take other Blair Supplements to help you gain size and power other than just Blair's Protein?

Answer: Yes for years I was using probably 30 Blair liver extract capsules per day. I would sometimes use 30 Blair Soybro capsules but this was usually twice per year. I took 4 Blair B Complex capsules per day, along with 10 Peptain HCL Tablets. I also took other Blair supplements like Vitamin C and Vitamin E in those days.

Which champion bodybuilder used Rheo Blair' supplements the most?

Answer: I would say Zane. While Larry Scott used Rheo's protein for years, so did Zane, but Zane used other Rheo products in huge quantities. Zane would use Rheo's amino acid capsules and take 100 per day three months before each of His Olympia wins. Back then Rheo was selling his aminos for $600 for 1,000 capsules. Zane would also use around 60 liver extract capsules per day and other products. Zane sometimes would take Rheo's no carbohydrate protein. I know when Rheo died, his partner Ben Hadley was still selling the protein and other supplements to Zane. I think Freddie Lindblad who was Rheo Blair's assistant told me he was selling Rheo's expensive aminos to Zane in the 80's.

Jim what was Freddie Lindblad like? He was Rheo's executive assistant.

Answer: Freddie was a real character and weird. I saw him at his house in late 1997 three months before his death. He wanted Blair's to continue, so I told him I would carry on the tradition. He was 84 skinny and about 5'5". He always portrayed himself as big time after Rheo died but his operation was run out of his garage. One time he kept me on the phone for 45 minutes and this was long distance, talking about the roots beneath the earth. He said we need to pull them out and extract the goodies, are the words he used. Freddie lived the protein and cream theory all the way until the end. I remember arguing with him because I told him you should not be using cream if you are over age 45 due to cholesterol. He went ballistic and I had to calm him down.

Rheo operated out of Los Angeles but then he had a distribution center in Yuba City, California. When was that and why did he expand?

Answer: Rheo sold his supplements in Los Angeles through his mail order business and also trained movie stars. These movie stars were put on his advanced Products not available to the public which probably were not approved by the FDA. The company name was the Rheo H Blair and Company. However Rheo would run his price list in IronMan and all checks would be made out to him. In late 1974 Rheo purchased a building for distribution in Yuba City. He sent his business manager down there to run the operation. Freddie ran the retail store in L.A. By The end of 1975 his company really took off since he expanded it. The distribution center allowed Rheo to capitalize on selling to gyms across the country. After Rheo died in 1983, Ben ran the company from Yuba City until ceased operation In June 1989. At the time the company closed, the records showed the top three sellers of Blair's Protein was Red Lerille Health Club first, Larry Scott second and I came in third. Red Lerille use to order 1,000 pounds of Blair's Protein at A time, which equated to about 50 cases per order. In looking at the records, I Saw Scott at one time ordered 20 cases and I ordered 15 cases. Most gym owners ordered about 5 cases of Blair's back then. This was when Blair's Protein was sold in a 3 1/2 pound tin can size in the late 70's and 80's.

Jim when Rheo died what happened to the company?

Answer: Little has been told about this until now. After Rheo died, his brother who was two years older than Rheo laid claim to everything because when Rheo died he left no will. His brother got Rheo's financial accounts, a couple houses and the company. I had heard Rheo's brother's wife was really a golddigger, so she wanted it all. Ben hired an attorney and when it was over, Ben did in fact inherit the company and name. However the distribution building went to Rheo's brother, so Ben had to pay him rent. Eventually the company closed in 1989 as sales decline and Rheo's brother sold the building.

What do you think of the bodybuilders calling themselves natural and stating they compete in drug free contests?

Answer: This is a total joke like when they drug tested the Mr Olympia contestant's years ago. Bodybuilders are getting around it one way or another. I do not believe anyone ever competed in bodybuilding, unless they were on steroids if you compete you are going to use steroids.

What is your opinion of today's bodybuilding champions?

Answer: The bodybuilders today are chemical machines.

What do you think of women bodybuilders now and years ago?

Answer: They should have learned the difference by now between feminity and masculinity. Of course they have not. It is a sad state of affairs. I once was in a gym and a woman who looked great said hello and all of a sudden I thought I was talking to Lurch on the old television series the Addams Family. Her voice was just like his.

Do you believe the champions of old school could have won their titles or reached size and power without steroids?

Answer: No way and they are paying the price for using steroids. Most have not been able to maintain size and power as they age. Most of them only show pictures of what they looked like at their peak but not today. One former champion showed pictures of him training and thought his fans would appreciate his condition. He looked like a gymnast and certainly not a former bodybuilding champion. It is insulting when I hear a former title holder state they won their titles before steroids were around. If they won their titles in the 60's, they were using steroids. I was told that dianabol was introduced in 1956. I knew Larry Scott for years and do respect him because he will tell you he used steroids early on before he won contests.

You told me there is one great champion who never used steroids and was able to maintain his size and power as he aged. Who is he?

Answer: The only person I know of that was still big and strong years later was the incredible John Grimek who I met three times. When Grimek was my age now, he could clean a 225 pound barbell put it behind his head and do 8 reps. now that is power. When Grimek was 65 he was squatting 600 for reps. When Grimek won the Mr. America in 1940 and 1941 steroids had not been developed yet.

Remember the late former Mr. World Chuck Sipes? Do you believe he ever bench pressed 570 which is what he claimed? There were a lot of stories which were circulated about this. It is considered controversial. What is your opinion?

Answer: Let me tell you something. I have seen all the top bodybuilders and many world champion power lifters train. Most of the reported strength on bench pressing was at least witnessed by some. I saw Franco in 1971 do 455 for 3 reps in the bench press. To this day there has not been one person that can come forward and report exactly what Sipes bench pressed. So the answer is no. Even when Sipes won the IFBB Mr. World in 1968 in Miami, it seems nobody ever saw him train. I mean look who was there in Miami in 1968. Draper, Arnold, Peters, Zane and many more. It seemed that Sipes always trained at home during his competitive days. Don't get me wrong because I think Sipes gave a lot of his time to distraught youths and put them on workout programs. Sipes did many things that were great. There is no question on his natural strength. He gave exhibitions blowing up hot water bottles. He even bent bars. However when it comes to the 570 bench press, nobody could Come forward and say he really did it nor could anyone say he did 500 for reps. I Mean maybe that person is out there but with all that has been written he has not Come forward to discuss it. I learned years ago after I saw most of the champions train at Gold's in 1971, that what was quoted in the muscle Magazines were different than what the champions actually used.

The 1971 NABBA Mr Universe was on by Bill Pearl. You had been a physique Judge, promoter and emcee, so you know how to judge. Was it right for Pearl to win at age 41? Was politics involved?

Answer: The only person that should have won is Sergio Oliva. This was his first appearance and Pearl's last. There is no way Pearl was going to lose. Also there is no way Pearl can beat Sergio Oliva at his peak back then when Pearl was 41 years old. Oliva was just too good in 1971 and 1972. Weider suspended Oliva in 1971 and then pulled a fast one preventing Arnold from competing in The 1971 NABBA Mr Universe. The fans suffered after paying their money to see the Mr. Olympia when Weider banned Oliva. So many ridiculous politics. The most controversial was Arnold coming back after five years and winning The Mr. Olympia in 1980. Zane had won it three years in a row. So you ask me about politics? Larry Scott once told me there is much more involved in winning a contest. It's funny as I always thought it was about who had the best physique.

Larry Scott made a comeback in 1979 and announced he was going to compete in the Mr. Olympia. He was quoted as saying "I will be out to win because I cannot get excited about second place". He used the Canadian Cup as a warm up. So what happened since he never entered the 1979 Mr. Olympia?

Answer: You have to give Scott thumbs up for coming back after 13 years. It took guts. However I do not think Larry was prepared and he told me later. In his days, you would simply pose. Back in 1979 there were comparisons front, side relax, etc. Larry did not have legs nor any chest and the pictures did in fact show that. As a result Larry placed 8th in the Canadian Cup, which squashed his chances of even thinking of entering the Olympia in 1979. The magazines played it down and to this day very few know Larry Scott even made a comeback at a contest. Many think he retired in 1966 after winning the second Mr. Olympia. I know Scott told me that before this contest he was taking 2 cups of Blair's along with Rheo's liver extract which was about thirty per day and the expensive amino acid capsules Rheo produced. The physiques in 1979 were so different than when Scott competed. Harold Poole found his best success in the 60's. Harold competed until 1981 and never won or placed very high after the 60's.

You had a chance to watch World Champion Powerlifter the great Bill Kazmaier train. When was this and what was it like?

Answer: This was back in 1983. Kaz would come up from Auburn to Atlanta every Saturday to work with a young kid who was 24. The kid's father owned a chain of Fitness Centers. At that time, the Atlanta Falcons also trained there. I watched Kaz train. He won the CBS World's Strongest Man in 1980 and 1981. Kaz could do dumbbells presses with 125's for 15 easy reps. He could use 95 pound dumbbells for side laterals. In 1983 he Benched pressed 600 for 6 reps. Yes Kaz was incredible. It was a privilege to be able to pick up tips from a World Champion.

I heard that you once knew Bruce Randall the 1959 NABBA Mr. Universe. Isn't he the man that weighed 402 pounds and trimmed down to 223 to win the contest?

Answer: Yes I met him back in 1969 and each year until 1974. He would come to Atlanta and give lectures and sell his weights at sporting goods and Department stores. He would tell me all about the travels. When I first met Him in 1969 he was 39 at height of 6'2" and weighed 255. He had big bones and had 20" arms and a 55" chest. He was natural but not cut as he did carry Body fat. You could tell by his face and body he was not anything. This man had great genetics. He told me a story once of picking up a bench out of the floor of Abe Goldberg's gym in New York in 1956. He weighed 402 and was so strong which he picked up the bench, he could not figure why everyone was looking at him until he saw he pulled it from the bolted floor. Randall was a great guy to be around. I remember in 1970 when he came to Atlanta. He told me he just returned from London at the NABBA Mr. Universe. He told me that he saw all bodybuilders shooting injections in their calves.

I understand you trained at the original Gold's Gym in Venice during the summer of 1971 when you were out of college. What was that like?

Answer: It was the greatest gym I ever trained at. The atmosphere was fabulous. All the champions trained there. Draper was the nicest. He sat down on the steps of the gym and answered all my questions for free. Sometimes I would come to the gym in the morning around 9 am and see Zabo doing abs and Draper doing Triceps. Draper would wear a t shirt and over that a Vince's Gym tank top shirt. I would see Arnold and Franco train in the morning and afternoons. Waller was a nice guy and I liked his workouts as he used heavy weights. Most of the weights the champions used were not as much as quoted in the bodybuilding magazines. I saw Frank Zane start training as soon as he was finished with school for the year. He probably weighed 188 and I saw him go up to around 210 in seven weeks. Members referred to him as the chemist, so you know what I am talking about. I was there at a time when all the champions were busy training for contests. Franco lived up to his reputation as the strongest bodybuilder and I was amazed how strong he really was at 185 pounds. Training at Gold's is an experience I will not forget.

How many Mr. Olympia's have you attended?

Answer: I attended five Mr. Olympia contests. I went to three for free courtesy of Larry Scott as I was helping him in his booth.

I understand you had a chance to know Casey Viator shortly. When was this and what were the circumstances?

Answer: I met Viator back in late 1997 or early 1998 in Marietta, Georgia. John Coffee had hired Viator to be the manager of his gym. Casey was down on his luck back then. He was a real nice guy and today he has a website and Trains people across the country. I would come in each day to workout at Coffee's Gym. Viator was big around 235 and had 20 inch arms. However he told me using steroids ruined his joints. He was using them when I met him. The great power that Viator had was gone. He is my age, so we recalled the early Days of the Nautilus. Viator told me about a story where he was taking Blair's Protein in the early 70's. Jones would see those cases arrive in Deland and was so mad he told Viator you do not need that stuff. Rheo tried to pull Casey into his ads for money and supplements, but his contract with Art Jones prohibited any endorsement back then. Viator started using Blair's back in 1968 and use to take his thermos mixed with Blair's when attending college. He said he would go out in his car and relax and enjoy the protein and cream mixture.

Which Mr. Olympia winner does your style of training favor the most?

Answer: Dorian Yates.

How did you get big and strong naturally? What was your secret? Did you eat a lot of foods? Did you consume a lot of Blair's Protein?

Answer: No I was never a big eater. I learned early that in order for me to really gain weight and get big, I would have to improvise. I took Blair's for years but not in heavy quantities until I met Rheo Blair and Larry Scott. I then started to consume 2 cups of Blair's mixed with cream and milk. Two cups of Blair's gave me 816 calories and the cream and milk took care of the rest. I ate 3 regular meals per day but they were not big meals. I consumed five protein drinks per day. I did this for years, was dedicated and weight and size came my way. After many years, I had gained from 195 to 245 naturally without using steroids. In the old days, I basically ate a high fat diet, which included steak two or three times per week. I think by the age of 32, I only ate steak once a week. I do not eat red meat anymore, except maybe once every two months. As far as training goes, I trained six days per week on the old system. This system included Monday and Thursday would be chest and back, Tuesday and Friday is shoulder and arms and Wednesday and Saturday legs. I squatted twice per week. Today the schedule includes more rest time between workouts with program changes.

Jim do you think the guys that are between 30-35 will still be as strong when they are in their fifties like you?

Answer: No because they are doing things which will not enable them to keep their joints in good shape. They take steroids, train improperly and enter strong man contests which will crush their joints later on. They refuse to take layoffs which will help their joints. I always took layoffs sometimes as much as 2-4 weeks. I mean some people thought I was overdoing it but I have outlasted them.

Jim I understand you are still able to train heavy in your mid fifties without any injuries all these years. Experts say it's impossible. How is this?

Answer: Yes I have no injuries at all and the so called experts claim it is luck or some miracle. It has more to do with training wisdom, nutrition, supplements and my methods. Even some champions who tell people how great they use to be are not as big or strong as I am when they were my age. Their steroid usage ruined their joints, but these same champions tell people "I never touched steroids until after I won a major title, which is total BS.

Are you still strong in exercises?

Answer: Like I told you I am injury free in my mid fifties. About a month ago I was using 3 forty five plates on each side and a 25 pound plate on each side doing 8 reps in the Hammer Front Military Press. After I finished, I went to side laterals and used 60 pound dumbbells for 12 reps, then 65's for 8 reps. A chiropractor told me it was an amazing thing to watch at my age. He told me he had been around many athletes but never saw anyone as big or strong at my age. I still do heavy bench presses; incline barbell bench presses, heavy dumbbell presses and leg presses as well. I cannot feel anything unless I train heavy.

Jim have you ever gone to a chiropractor or sports medicine doctor for service?

Answer: I visited a sports medicine doctor one time in 1998 as I had an inflammation that would not heal after three months. He gave me a shot and in two weeks I was back training. I have never been to a Chiropractor for service. That was the only time I was out of action due to a tendon injury in the shoulder.

How many people working out in gyms today really know how to get big and strong naturally without drugs?

Answer: I would say maybe 3%. Most are idiots. On one message board of a former champion, some guy posted if he could increase his bench 80 pounds to 400 in a year at age 41. Can you imagine the trainers on that board told him he could do it. Assume your growth hormone is only 10% after age 30. If you have not been able to increase your bench to 400 from age 20 to 41, how do you think you are going to do it now, unless you take steroids. The majority of people that post on these boards want to be important and have everyone ask them advice. However most know very little about training. If they did, none of them would ask such a stupid question like the one above. I told this to one of my friends who was a national powerlifting champion and he had the biggest laugh. It seems there are arm chair bodybuilders everywhere.

What joint supplement do you take to keep your joints in great shape?

Answer: NONE and that is why people find it hard to believe I have no joint problems due to training heavy all these years. I have no injuries and my joints are in good shape.

Do you believe former Mr. America and Mr. Universe winner Chet Yorton was Natural? He promoted natural bodybuilding shows in the late 70's. Yorton claimed he was opposed to using drugs to get big and win contests.

Answer: In my opinion there is no way he was natural when he won the 1966 IFBB Mr. America and the 1966 NABBA Mr. Universe in London and beat a young Arnold. When he won those contests I guarantee he was using steroids and that is my opinion. He was very unprofessional in 1966 in Europe when he Challenged Larry Scott to step outside and say he used steroids. Larry knew the Real deal. I mean for Yorton to get up on stage and say you cannot beat quality Supplements like his Muscle Beach Protein and steaks was ridiculous. In the 60's everyone who trained in California for contests were using steroids. Now it may be that years later Yorton abandoned them but not when he won his major contests in the 1960's. If anyone really believes that, they are either stupid or come from another country where they never heard of steroids.

Didn't you use to give one day seminars to gyms across the country. How did that come about?

Answer: When I was selling Blair's mainly to gyms, the owners would contact me and I would come to their gym. They would pay my small fee and airfare. They were more interested in me talking about my relationship with Larry Scott and also how I could be so big at my age. The owners felt I could offer their members valuable information. One owner told me the fact I am still huge and strong at my age means I have something to offer others. The worse time was flying into Minneapolis one Saturday when they predicted 17 inches of snow. So instead of coming back to Atlanta Saturday night, I could not leave until late Sunday afternoon. The best experience was flying into Dayton, Ohio. I was treated like royalty.

Do you still give One Day Seminars today?

Answer: On rare occasion. If an individual or gym owner contacts me and tells me what they want, I will consider it. One thing for sure. You will learn more from me in one day about training, nutrition and all facets of getting big, which includes increasing tendon and ligament strength. It would generally take an individual five years to learn what I can show them. If they are smart and really want size and power, they can get it. However I am a no nonsense person will not tolerate working with anyone unless they are 100% dedicated. Otherwise we are both wasting our time.

Jim I understand you are opposed to using creatine. Why is this?

Answer: Let me start off by saying I do not take creatine nor recommend it.

I tried it years ago when it came out. In one month I gained 10 pounds and did have strength increases. I lost it all after I discontinued using it. The product must work like steroids, which is what a doctor friend of mine told me. He said you make gains and become addicted to it. When you stop usage you lose all your gains. It makes you retain water and gain weight. This one doctor I know Found many people had injuries in their lower back after years of usage. In fact the doctor friend of mine said it has not been determined the long range affects on the liver. So who is this doctor? He has been in sports medicine for years and published many books and his father was a surgeon. I feel he has a insight on the Subject of creatine.

Jim is it true you are a black belt in Judo and also did some pro wrestling?

Answer: I started taking Judo in Tampa in 1960 at age 9. I eventually earned black belt. I also did some pro wrestling years ago after college.

Jim if you don't mind what are your exact measurements today?

Answer: At 5'11' I weigh 230 with 52' normal chest, 18 1/2" cold arms, 27 1/2" thighs, 17 1/2" calves and a 18" neck. My measurements are natural without any drugs. I would say that is an accomplishment for someone who is in his mid fifties.

If you had used steroids for years like the old champions such as Draper, Scott, Pearl, Sipes, Oliva, Zane and others how big and strong would you be back in the old days?

Answer: I would probably have a 55" inch chest normal and 20" arms. I would be able to bench press 500, since I can do 400 now in my mid fifties. It would have been interesting to walk in the original Gold's and out bench press all the champions back then. Except for a few like Franco and Oliva, I could have done it.

Part Two

Jim didn't Rheo have three protein powders he sold. What were they?

Answer: Yes the regular Blair's Protein, a no carbohydrate protein and finally a protein which was 66% freeze dried egg and 34 % milk protein. Very few customers ever knew He had the other two products. Don Howorth used quite a lot of Rheo's 66% freeze dried Egg and 34% milk protein powder, as he was allergic to Blair's regular which was 90% Milk protein and 10% whole dried eggs.

What was your opinion of Rheo Blair when you met him?

Answer: Rheo Blair was very weird and eccentric to say the least. Rheo Blair lived and breathed nutrition and his supplements. I ordered from him for years and would later Visit him after I first met him in 1971. However he really changed his attitude after I had many health food stores call him direct and tell him I referred them to him. From then on he knew I was dedicated to Rheo Blair and his products.

How did you meet Freddie Lindblad?

Answer: I met Freddy around the same time I met Rheo and when I use to call Rheo sometimes Freddie answered the phone. When I first met Rheo, Freddie ran Rheo's Store on North Western Ave. I stopped by purchased supplements and shipped them back home. Freddie met Rheo Blair in 1967 when he was 53 and in poor health.

How did you become a wholesaler for Rheo Blair?

Answer: I became a wholesaler for Rheo by going out and getting new accounts for his company. I would bring all these new accounts like health food stores and gyms in one year, I set up 17 new accounts for Rheo Blair. I used his supplements and still called him and kept in touch. When Rheo purchased the distribution center in Yuba City, Calif, Rheo put me in touch with Ben who ran the operation from there. Ben set me up as a wholesaler and all the gym business and health foods stores were handled by Ben. Meanwhile in Los Angeles, Rheo ran his business with his clients. I knew Ben for 15 years until the company ceased operation in 1989.

Jim people say that you are really the only person to have carried on the Blair legacy. Why did they say that and what is it based upon?

Answer: Look at the facts. I met Rheo in 1971. I was a wholesaler for him for years. I had a business relationship with Ben when he took over the company after Rheo Blair Died. I had access to confidential information on the company. I knew more about the company than Larry Scott did. When the Blair Company ceased operation in 1989, the Company records indicated I was the 3rd leading seller of Blair's Protein. I also was the Distributor for Larry Scott products for 6 years and have known him since 1978. I guess that is why people say I have done it all. I saw Freddie at his house in November 1997, and he told me I was the only person that could carry the legacy based on all that I had Done with Rheo, Ben and him through the years.

If you do not mind, what kind of wholesale rates did Rheo give you to sell his products? I mean you had a big business at one time.

Answer: My wholesale cost for Rheo's products were 40% off. This allowed me to sell for Rheo. I sold everything. However after Rheo passed away, I developed a great business relationship with Ben who inherited the company. But Ben and I actually started the business development around 1975. By then Ben was running the business, while Rheo worked with his movie star clients in Los Angeles. Now I would bring Ben new accounts and this really helped Ben. I was the only person who Ben sent free Blair supplements to at Christmas Time. He would call me and Say "It is has been a great year, so what supplements do you want shipped to you as A Christmas gift". I would say two cases of protein, three (1,000) size liver extract, 2 bottles of B Complex and maybe some Vitamin C and Peptain HCL tablets.

Toward the end of 1986, he increased the price to 23.50 for the 3 1/2 tin cans and the Wholesale price for gyms and health stores were $14. However Larry Scott, Red Lerille and I were given the price of $11 per can. This allowed me to expand the business and sell to health stores. At that point, I was selling mainly to trainers and some gyms. I expanded and offered gym owners a better price like 30% off, which gave me a 20% profit margin. That extra 10% was a major difference. Red Lerille would order 2,000 pounds of protein at one time and was the company's biggest customer. The protein would go inside Red's health club which was huge. Today Red Lerille has the biggest health club in the Southeast 125,000 square feet.

Jim at the time the Rheo H Blair and Company closed in 1989, who were the top three Wholesalers for the Company?

Answer: Red Lerille, Larry Scott and myself.

Jim in my research I found that people like Nelson Montana, Doberman Dan and Russ wrote quite a lot about Rheo Blair. Did these people know Rheo Blair?

Answer: Well now the truth will be exposed finally on these people, so if any of their customers are reading this, they will know the truth. None of these so called writers except Montana ever ordered Blair's Protein from me in the 10 years I had the formula. My Files indicated I received a letter from a guy named Dan Gallapoo who stated he ordered From Freddie. However all these years went by and he NEVER ordered Blair's Protein, yet he wrote all this information about how great Blair's was and how to make gains, but he never ordered from me in 10 years. You draw your own conclusion. Russ who wrote the book on Rheo Blair never ordered Blair's Protein from me at all. It takes all kinds. I also doubt that any of the people you mention ever met Rheo Blair. None of them knew Ben and he inherited the company after Rheo died.

Jim it sounds like you had a solid business relationship with Ben for years. Is it true that Ben offered to sell the Company to both you and Larry Scott? If Scott had purchasd the Blair Company would you and him have formed a partnership?

Answer: Yes he offered to sell to Larry Scott and I was surprised Larry did not Purchase it, when it was offered. Scott had started his business using computer bio Phase training, so I guess he was not interested. I doubt if Scott thought the company would close. In my opinion that was a major mistake on Larry Scott's part. At one time, Ben wanted me to work for him, but he simply could not afford me. Instead the Blair Company closed. Scott developed his own products and I distributed them for six years, until I got the Blair Protein Formula. Like I said, Scott and I could have really done some business as the Blair Team. If he owned the company, it would have taken off. He would always ask me for ideas He was shocked when he found out I had the Blair Protein formula, and he figured it would last a couple of years, but I was in business almost 10 years owning the Blair Protein formula.

Ben did offer to sell the company to me and my investors but I declined. Ben wanted 500,000 for the company. Later he said he would take 250,000. It was probably not worth more than 100,000 which include the three tinning machines and name. Ben told me later around 1988, that he had moved out of the distribution building he had been in since 1974. Rheo's brother inherited the building after Rheo died and was charging Ben quite alot of rent. Ben ran the company out of his home and the protein and other products were shipped out of his garage, but no customers knew that not even Larry Scott. I was taken into confidence by Ben. Ben had asked me if I would go on a talk show in Los Angeles to promote Blair's. Ben was desperate and knew nothing about marketing or selling.

Jim Rheo Blair's real name was Irvin Johnson. Why did he change his name?

Answer: When Rheo Blair moved to Los Angeles in early 1959, he did not reopen a gym like he had in Chicago. He operated until 1965 and a fortune teller told him if He was to make it big with movie stars, etc Rheo Blair would be better.

When did Rheo Blair aka Irvin Johnson opened his gym in Chicago? What was the gym called back then?

Answer: He opened it in 1947 and it was called Johnson's Health Studio. It was on Van Buren Street on the third floor. Rheo had his entire gym, kitchen and living Quarters on that floor. He sold it in 1958 to Chuck Renslow and it was renamed Triumph Gym, then Perry's gym and finally closed about two years later.

Did Rheo Blair train a lot of people back in the 1950's at his gym?

Answer: He trained Jim Park for the 1952 Mr. America. He put Park on his new Products and transformed Park quickly into shape for the contest.

Jim how many times did Rheo change his protein formula?

Answer: About five times, with the last change in January 1975 until the company ceased operation in 1989.

What were the different names of Rheo's Protein?

Answer: In the 50's it was Optipro, then changed to Protein Sixty, then changed to Johnson's Protein (his real name) and finally to Blair's Protein, when he changed His name to Rheo Blair.

When did Rheo Blair aka Irvin Johnson adopt the protein and cream theory?

Answer: This discovery happened at his gym in the 50's. This is where he tested His students on the protein and cream theory. He was turning out champions in Record time. The Borden Company found this out and hired Rheo to train a young Bucky Levebere who was going to do ads for the Borden Company. It was Rheo's Job to work with him for 8 months and build him up, so he could lift a cow for the Ad, which was successful. The Borden Company was in Columbus and Rheo was In Chicago, so they corresponded.

Jim any information on where Rheo was from?

Answer: Somerville, New Jersey

Jim was Rheo's product called Soybro a top selling supplement?

Answer: Not by me it wasn't. I felt the product was over hyped and over priced. It Cost more to produce than the liver extract. However this was one of Rheo's first Products going back to the mid fifties. It was produced for years by a lab in Iowa But they no longer produce the Soybro.

How many labs produced Rheo's Products?

Answer: I would say maybe 5. I knew three for sure.

Jim's did you know Rheo Blair's brother?

Answer: When Rheo died his brother worked for the FAA. His brother was quick to jump on the bandwagon to collect any monies left by Rheo, since Rheo left no will. His brother got everything except the company. I was told his brother's wife was a Real gold digger but I never met any of them. Ben had to hire an attorney to fight for the company.

Jim where is Ben today and how old would he be?

Answer: Ben would be in his 70's and I have not been in touch with him for quite awhile.

Jim is it true Dr. Ken Leistner once worked for Rheo Blair and actually slept On Rheo Blair's lawn?

Answer: From what Ken told me years ago that is a true story. Besides myself And Larry Scott Ken may be the only one to tell stories of Rheo back then. I will tell you one thing. When Ken told me that Rheo woke them up around 11 pm and they ended up mixing protein drinks, I knew Ken was right. This happened I think in 1968 and I met Rheo Blair in 1971. I found some things to be true about Rheo Which Ken had told me.

Did Rheo Blair use to give lectures in Los Angeles?

Answer: Yes and the auditorium would be packed and I mean with 3,000 people. He would give away a free drawing to someone he would work with that may not have had the money to pay him. He was well known in Los Angeles.

Jim from a business standpoint, which years were the most successful in sales For Rheo Blair?

Answer: The end of 1974 brought many changes. It was the end of his fructose Protein which had been on the market since 1969. He was changing some of the Ingredients in Blair's because there were shortages on some raw materials and he found a better formula. At this time, Rheo also purchased a distribution center in Yuba City. You would think that his most successful years was when he had the most products on the market, but you would be wrong. The successful years came from 1975 until his death in 1983. More health food stores and gyms ordered his Products during this time.

Jim any speculation into why Rheo Blair died?

Answer: There has been much speculation on why he died but nobody could ever confirm the cause of death. Some say it was hepatitis others said it was a disease he had for years. Then some say it was his heart because when Rheo Blair grew up he was very sickly and almost died. It was his poor health early on that made him discover nutrition.

End of Interview

For more information on Rheo H. Blair and his bodybuilding protein formula, go to https://www.rheoblair.com

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