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MuscleTech® and Black Box VR® Team Up for the Ultimate Arnold Expo Booth Experience

Virtual Reality and New Product Innovations from MuscleTech®

New York, New York and Oakville, Ontario (February 22, 2023)—The MuscleTech® brand ( of the past meets the MuscleTech® brand of the future at the 2023 Arnold Sports Festival®, to be held from March 2 to March 5 at the Columbus Convention Center in Columbus, Ohio. This year’s event marks the first time since 2018 that MuscleTech is both sponsoring and exhibiting at the event, with a booth (#645) that will feature two of the most innovative pre-workouts on the market in EuphoriQ™ and Burn iQ™, and the most exciting fitness innovation in decades via a unique collaboration with Black Box VR®.

Thanks to industry mogul Ryan DeLuca, formerly of online retail giant, the all-new Black Box VR® ( fitness experience is sure to challenge the Arnold attendees for the longest line, as fans can compete with each other in the world’s first virtual reality active in-game workout.

“We are thrilled to join forces with MuscleTech® at the 2023 Arnold Sports Festival to showcase the future of fitness,” said DeLuca, now CEO of Black Box VR®. “The integration of our virtual reality technology and cutting-edge exercise equipment with MuscleTech expertise in sports nutrition and performance will provide users with a truly innovative and transformative experience.”

This interactive experience combines the excitement of gaming with real, effective exercises to build muscle and burn fat. The Black Box VR® workout battle is designed to guide participants through a high-intensity combat workout tailored to your fitness goals. The ultimate goal of the game is to immerse users in a world in which leveling up in the game equates to leveling up your fitness in real life.

Physical challenges featured inside exhibitor booths at events such as the Arnold have typically been consistent ways for brands to stop traffic in the aisles and attract fans in to try new products. At the Arnold Sports Festival, those who strap on the VR goggles will also be able to sample the newest products from MuscleTech®, including its revolutionary Burn iQ™ and EuphoriQ™.  Both EuphoriQ™ and Burn iQ™ feature enfinity® paraxanthine, a metabolite of caffeine that allows for greater focus and energy enhancement to give you the best workout of your life.

“The MuscleTech® relationship with Black Box VR® co-founder Ryan DeLuca goes back 20 years when he was running, and his reputation as a fitness industry disruptor and visionary is unmatched. For our return to the Arnold Sports Festival, we’re looking to deliver an exciting experience for our bodybuilding and fitness fans at the show,” says Scott Welch, Associate Director of the MuscleTech® brand. “Black Box VR® showcases a commitment to innovation in the fitness space that aligns with our own commitment to innovation in fitness, making this a great collaboration. They are able to deliver a new workout experience in a space that’s been virtually unchanged for decades and has the power to change people’s lives while redefining our definition of what going to the gym looks like.”

About MuscleTech

For more than 25 years, MuscleTech® has fueled those who want to raise the bar, helping to optimize human performance. MuscleTech® supplements are made with the highest quality ingredients in the world, and the brand is dedicated to continuously researching, developing, patenting, producing, and globally marketing the most effective sports supplements to help people achieve their personal fitness goals.
To find more information about MuscleTech® products, visit or follow the brand on Facebook®, Twitter®, Instagram® and TikTok® for product and athlete information, news and updates, diet and training tips, special promotions and more.