Even when everyone (including myself) thought it might be finished…could MusclePharm actually be showing signs of life again? But for those unfamiliar with the up-to-date FitLife Brands Inc. (NASDAQ: FTLF) portfolio configuration…due to the acquisition of Irwin Naturals, which officially closed on August 8, 2025, it now sells more than 500 SKUs across 16 supplement brands, each with a slightly different product portfolio and sales channel strategy. But throughout this content, you’ll hear me categorize the FitLife Brands portfolio into three segments: Legacy FitLife Brands, MusclePharm, and Irwin Naturals. In the third quarter of 2025, the consolidated FitLife Brands portfolio generated revenue of $23.5 million...which was up 47% YoY. But while the consolidated FitLife Brands portfolio comparative growth rates appear extremely strong, it’s important to remember that those reported results were greatly impacted by the Irwin Naturals deal. But in my latest first principles content piece, I'll share a detailed collection of segment-level updates that I believe are important when trying to understand the FitLife Brands story. These include revenue diversification strategies within the legacy FitLife Brands that has dramatically lowered "key customer risk" with the specialty retailer GNC and how even the “oldest” supplement brands can still generate revenue growth along with being the strongest contributor to companywide net profitability. But while there's strategic initiatives going on that involve the legacy FitLife Brands and Mimi's Rock segments, the most intriguing activity within FitLife Brands is also currently its smallest segment (i.e. MusclePharm). In the third quarter of 2025, MusclePharm segment revenue was just under $3.8 million...which increased 55% YoY. But you’re probably hearing that…thinking to yourself “incredible results,” right? And trust me…I want nothing more than to give Dayton Judd (and the FitLife Brands leadership team) a huge virtual “pat on the back,” but there’s A LOT of devilish things happening in the details! You probably think I’m being overly dramatic, especially when (in the third quarter of 2025) MusclePharm wholesale revenue more than doubled YoY…and I’ve stated previously “the biggest opportunities will come from B2B activity,” right? However, FitLife Brands wrongfully assuming MusclePharm still had enough distinctiveness in the marketplace to justify its current strategic gameplan (that quickly expanded product formats within the protein category) was a huge miscalculation…and undoubtedly exposed its “above- and below-the-line” weaknesses even more prominently. Though, maybe the newest FitLife Brands acquisition can indirectly help alleviate these MusclePharm challenges? FitLife Brands got a boost in human capital from Irwin Naturals possessing strength in routes-to-market that are beneficial to selling MusclePharm protein bars and RTD protein beverages. And while all of this seems ideal…don’t get trapped into a state of exuberance thinking 1+1=3.