InternetRetailer.com has published a very interesting case study of Bodybuilding.com. Why should you read it? Because for 2005 they will have estimated sales of $48 million this year (this is a site that the owner purchased for $20,000 several years ago.)

Why are they successful? I think I have a few ideas.

- 10,000 articles written by 400 writers
- A big forum
- Profitable products that customers come back and buy again
- A great site which means a very effective and powerful word-of-mouth campaign conducted entirely by their users