Muscle on Manhattan

An estimated 2,000 bodybuilding aficionados lined Manhattan Avenue, on Sunday, July 22nd, for Natural Vitamin New York’s (NVNY) “Rise of the Titans.” One of the store’s two signature events (“Monster,” held in the spring, is the other), “Rise” featured 35 vendors from the world of bodybuilding nutrition and 17 International Federation of Bodybuilding (IFBB) pros. The day’s main attractions were appearances by longtime fan favorite Victor Martinez and four time Mr. Olympia Jay Cutler. To help pump up the event, NVNY owner Serge Zavala offered a 40% discount on every item in the store Sunday.

The buzz generated from events, like “Rise,” has helped make NVNY known, in bodybuilding circles, as “New York’s number one supplement provider,” Zavala said. “It’s also a way to say thank you to our customers and supporters in the neighborhood. They’ve been asking us to bring in a big name and we thought they’ve helped us so much, why not? And we went all the way.”

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