Enhanced Athlete Doesn’t Back Down, and the Industry is Grateful

Towards the end of 2017, supplement company Enhanced Athlete faced a lawsuit from Nutrition Distribution. Nutrition Distribution’s case was built around the idea that Enhanced Athlete was falsely advertising their product, and that this false advertisement was hurting Nutrition Distribution’s sales. Enhanced Athlete was not the only company being sued by Nutrition Distribution, however. Around the same time as this lawsuit, Nutrition Distribution was in the process of 70 or so other lawsuits, all the while also sending many more cease-and-desist letters demanding settlement costs. In all of these cases, the argument is the same. Essentially, Nutrition Distribution argues that their competition’s allegedly false advertising impacts their sales.

 

But Enhanced Athlete didn’t back down. Instead, they fought back. Scott Cavell, who is the CEO of Enhanced Athlete, had this to say on the matter: “Enhanced Athlete is not going to be the next victim of Nutrition Distribution’s shakedown scheme.” And Enhanced Athlete wasn’t. They fought the case rather than settling, and the outcome was in their favor. After the course was considered by the United States District Court of the Eastern District of California, the judge decided against Nutrition Distribution’s case. The judge’s decision was based primarily on the lack of objective connection between Enhanced Athlete’s advertisement and the sales of Nutrition Distribution’s products. Basically, there was no provable relationship between the two factors, and Enhanced Athlete made it past the case, as strong as ever. Enhanced Athlete stood up for themselves, and the results were huge for the industry in general. Caveli discussed the importance of not bending to the will of companies like Nutrition Distribution, and that doing so only further encourages their behavior: “So long as supplement companies continue to pay these nuisance value settlements, Nutrition Distribution will continue with its business model of shakedown lawsuits.”

 

Enhanced Athlete, along with its two sister companies, Enhanced Gear and Enhanced Coaching, provide top-of-the-line assistance to those looking to get fit. Enhanced Athlete, the specific group that survived the legal attack from Nutrition Distribution, focuses on supplements, offering a variety that help users build muscle, burn fat, and increase performance. On the other hand, Enhanced Gear hosts a great, varied inventory of workout attire for all styles and shapes. Finally, Enhanced Coaching gives participants the aid and counsel of an experienced and trained fitness guru, who gives help with constructing meal plans and tailoring specific workouts. When combined, these services offer a fitness experience rivaled by no other.