Braun and Singerman each have a long history in bodybuilding. Singerman, from New Orleans, started hitting the gym when he was 13 and kept working out, even through a cocaine and heroin habit he picked up after dropping out of high school. At 27 he witnessed a friend overdose and die, so he got clean and doubled down at the gym. In 2005, he got a job as a personal trainer and started writing thousands of posts on bodybuilding message boards and eventually became marketing director for Ironmag Labs, a supplements company owned by businessman Robert Dimaggio, who had become notorious for selling sketchy supplements. Singerman convinced Dimaggio to bring on Braun, whom he'd met at a bodybuilding competition, as the company's top sponsored athlete.