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The Item: Fitness Industry Event, Special Appearances, Andrew Oye's IFBB Pro Athletes Roundup

The Scoop: Recently Announced: The Los Angeles Fitness Expo hits the Los Angeles Convention Center this weekend (January 23-24). One of California's largest bodybuilding and fitness events, the LA Fit Expo (TheFitExpo Southern California) will offer bodybuilding fans and fitness fiends over 250 exhibits showing off the latest in exercise equipment, fitness wear, supplements, sports nutrition, wellness and more. "2010, our 7th year, is going to be our biggest and best yet," says the Expo Executive Director. "Southern California is the center of the fitness world, and it is exciting to see the tremendous growth our event has had as we introduce new competitions, exhibits, and guest speakers."

The "So What?": The 10 major competitions (including the strongman challenge, bench press contest and powerlifting competition) will see the introduction of new events like a spokesmodel search, a wrestling championship and a martial arts competition with extreme forms and weapons expertise. Before some IFBB Pro League athletes head to the Arnold Sports Festival and the IFBB Pro Arnold Schwarzenegger Classic Bodybuilding Championships in Ohio, they hit Cali for a fitness-fest fix.

The list of fitness celebrities, experts and special guests scheduled to appear include: 3-time Mr. Olympia IFBB Pro Jay Cutler, 8-time Ms. Olympia IFBB Pro Lenda Murray, 1983 Mr. Olympia IFBB Pro Samir Bannout, star of TV's "The Incredible Hulk" and 2-time Mr. Universe IFBB Pro Lou Ferrigno, champion bodybuilder of "Pumping Iron" fame IFBB Pro Ed Corney, IFBB Pro Mark Alvisi, IFBB Pro Melvin Anthony, IFBB Pro Bob Cicherillo, IFBB Pro Brandon Curry, IFBB Pro Sonia Gonzales, IFBB Pro Alicia Harris, IFBB Pro Dennis James, IFBB Pro Brenda Kelly, IFBB Pro Cathey LeFrancois, IFBB Pro Flex Lewis, IFBB Pro Peter Putnam, IFBB Pro Markus Ruhl, IFBB Pro Ben White, IFBB Pro Hidetada Yamagishi, and many more!

Andrew Oye's Verdict: Despite what some fans are predicting, expo organizers are hoping the fitness-star lineup and multitude of events will attract attendees, and that attendance will be unaffected by the cancellation of the usual adjunct bodybuilding competition -- the 20-year-old Iron Man Pro Invitational Bodybuilding Championships -- which was reported in "Andrew Oye's Pro-Muscle Report" and leaves one less Olympia-qualifying contest leading up to Joe Weider's Olympia Weekend. (Past Iron Man Pro winners include: IFBB Pro Shawn Ray, IFBB Pro Gustavo Badell, IFBB Pro Toney Freeman, IFBB Pro Phil Heath, 2008 Mr. Olympia IFBB Pro Dexter Jackson, 2-time winner IFBB Pro Vince Taylor, 4-time winner IFBB Pro Chris Cormier and  5-time champ IFBB Pro Flex Wheeler.)

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