Liberty Media has acquired a controlling stake in online retailer and fitness website Bodybuilding.com for $100 Million.
Bodybuilding.com sells a broad range of fitness supplements, clothing and supplies as well as offering general fitness articles and a social networking service where over 100,000 users swap exercise goals or post pictures.
According to comScore, Bodybuilding.com had around 2 million unique visitors in November, and according to Liberty sales are expected to top $100 million in 2008.
It’s an interesting move by Liberty Media given they are better known for their investments in other holding companies, most notably IAC/ Interactive Corp.
Wall Street Journal reports that Liberty Media acquired the stake from the site’s founding family and Milestone Partners and that the deal is expected to be formally announced today.