May the patriotism that swells across North America this month ignite a renewed sense of purpose and pride in our fitness journeys.
By Roger “Rock” Lockridge, Managing Editor
Fitness Industry Friends and Fellow Muscle Insider Supporters.
July 2026 marks a historic milestone for North America. As we celebrate Canada Day on the 1st, we also cross the threshold of the 250th anniversary of the United States’ Declaration of Independence on the 4th. Concurrently, the eyes of the international community are upon us as the World Cup captivates our continent.
For all these reasons and more, people in our nations have good reasons to celebrate the land they call home and their passion for sports. All these holidays, milestones, and events also show the pinnacle of the human spirit, which is something that our world of bodybuilding, strength sports, and fitness does so well.
Sure, our industry has its share of social media feuds and drama. But that noise is a drop in the bucket compared to the raw positivity engineered in every gym across the globe and in the captivating and entertaining moments that occur on the biggest stages we know. The strength of that spirit can be seen and felt when Hafthor Bjornsson breaks his own world record on the deadlift or a grandmother steps on the powerlifting platform for the first time. You can hear it when the crowd roars during a posedown at the Olympia or as a trainer encourages their client to get that next PR.
We see this same innate human goodwill as World Cup travelers share their journeys across our nations, discovering new towns, cultures, and cuisines (even if it’s just the universal appeal of ranch dressing). Their dispatches are met with genuine joy and hospitality by the citizens of the host countries.
The human spirit you just read about is something we will extend to our audience this month. There are several reasons to be excited and joyous throughout the fitness world. The Olympia is rapidly approaching, and that means fans will be captivated with updates from their favorite champions and contenders, and we intend to be a part of that with more coverage of shows and updates leading up to the Olympia’s return to the Orleans Arena in Las Vegas this September.
Of course, part of what makes this industry so important is how we can uplift those looking for a positive change or a new direction. If that sounds like you, then you should check out our recent content featuring new IFBB Pro Nicole Rakowski, nutrition coach and wellness expert Anna Rhymer, and you can be among the first to learn about the latest ingredient to capture the attention of the supplement world, Leuvate.
If visual inspiration is more of what you need before you go to train, then check out our latest contest coverage and photos from the incredible Simon Lau. It’s hard not to see these amazing athletes showcase their best forms without being amazed. You can see more of Simon’s great work throughout the season as well.
Finally, I hope that each of you that are dedicated to being your best selves sees what you do, who you are, and feels a sense of pride and responsibility. That pride should be for being among a community that knows what it feels like to go beyond your comfort zones to achieve personal fitness success. The responsibility is to be a positive example that inspires others to join us in this space and learn why fitness is so important. However, that responsibility isn’t an obligation; it’s a privilege. Just as the North American countries have opened their doors to welcome the world this summer, let us open our community to those seeking a better life through fitness, proving why this lifestyle is a noble and necessary pursuit.
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