Fit Foods LP founder and leader spoke with Andrew Bukowsky.
2026 has already seen a lot of news come out from all corners of the fitness industry, and along with that came more rumors and conjecture. Some of that discussion was around the recent news of Fit Foods LP bringing in Westcap Mgt. Ltd. as a new investor as they celebrate 30 years of business and impact.
Fit Foods founder Jim McMahon spoke in an exclusive interview with Muscle Insider CEO Andrew Bukowsky about this news, and he also shot down an unfounded rumor that came out of that announcement.
“There’s a few incorrect rumors out there that we sold the business, and that’s not right,” McMahon said clearly. “I took on an investor, everybody, is what happened.”
McMahon is still serving as CEO as well, and he’s made it clear that nothing else about the business is changing. Their employees will remain with the company, and he has no plans to call it a career and take up golf anytime soon, either.
“It turns out I don’t like chasing that little white ball around. Screw that.”
What he does see himself doing is growing his business and doing even more for the industry. That includes maintaining and building relationships with athletes and connecting them to their fans throughout the world, including with Mutant at the upcoming Arnold Sports Festival in Columbus, OH. Superstars such as Andrea Shaw, Shaun Clarida, Sergio Oliva Jr., and others will be there. While they will obviously be meeting and greeting with expo attendees, McMahon admitted they also help keep him accountable and on track to be the leader that his company needs.
“I’m not ashamed to admit that I need help every once in a while.”
That honesty and leadership is why his team, athletes, and employees respect McMahon so much and take pride in being in the company. That’s also why they continue to push the envelope and find new products to help their customers and fitness enthusiasts. McMahon hinted to Bukowsky that something big is in the works for 2026 that could impact the protein market in a big way, perhaps in a way not seen in decades. McMahon didn’t get into specifics, but he indicated that he hasn’t exactly been waiting around, either.
“The innovations have already begun,” he said with a smile. You can see the interview in its entirety on the Muscle Insider YouTube channel.
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