The purpose of this study was to describe the experience of using sports supplements, from a risk theory perspective. Thematic analysis was used to conduct a secondary data analysis on 18 interviews done with young men who were interested in supplements. Participants were recruited from Guelph area commercial gyms and campus athletic centres. Participants used supplements because they worked out and wanted to gain muscle. Supplements, and especially protein, were part of a common knowledge among people who worked out. Participants evaluated whether supplements were ‘worth it’ by evaluating the cost, efficacy, and safety of supplements. Participants altered their behaviour in response to their perception of the riskiness of supplements, in order to feel safe. Many participants valued information from health professionals but found it lacking. Most information was available from sources that participants did not feel were credible.

Inúmeras estratégias que promovam aumento de força e hipertrofia musculares vêm sendo estudadas, com destaque para a suplementação de HMB (beta-hidroxi-beta-metilbutirato). Ainda que possua literatura controversa na área, um grupo de pesquisadores publicou nos últimos anos dois estudos com desenho experimental semelhante (randomizado, duplo-cego, controlado por placebo) em que sujeitos previamente treinados em força eram submetidos a doze semanas de treinamento de força suplementando com HMB-AL ou placebo. Após período de treinamento associado à suplementação, o grupo HMB apresentou ganhos expressivos de força e massa muscular. Parte das explicações para resposta de tamanha magnitude é o tipo de suplemento utilizado, nesse caso, HMB em forma de ácido livre (HMB-AL) e não em forma de sal de Cálcio (HMB-Ca), utilizado na maioria dos estudos. Por conta disso, o objetivo do projeto foi comparar as respostas de força e hipertrofia musculares de sujeitos treinados suplementados com HMB-AL, HMB-Ca ou placebo submetidos a um programa de treinamento de força. 45 sujeitos treinados em força fizeram parte do estudo, eles foram randomizados em 3 grupos: grupo que tomou 3g HMB-AL, 3g de HMB-Ca e 3g placebo. Todos foram submetidos a um programa de treinamento de 12 semanas, onde eram realizadas 2 sessões por semana. O período de suplementação correspondeu às 12 semanas de treino. Antes e após intervenção, os atletas foram submetidos a testes de força dinâmica máxima, contração voluntária máxima, composição corporal (DXA) e área de secção transversa (ultrassom). O grupo suplementado com HMB-AL teve uma tendência a otimização de ganhos em massa muscular, quando comparado ao grupo HMB-Ca (p=0,09). Quando comparado ao grupo placebo, esse valor atingiu significância (p=0,03), ou seja, o suplemento foi capaz de otimizar o ganho de massa magra em indivíduos treinados. Adicionalmente, o grupo HMB-AL também aumentou mais a carga total de treino, no exercício leg press, quando comparado ao grupo HMB-Ca (p=0,02) e placebo (p=0,03). Todos os grupos ganharam força no exercício de supino de forma similar e o aumento da contração voluntária máxima, também foi similar entre os grupos, não tendo efeito adicional do suplemento. Possivelmente, o HMB-AL tenha algum efeito positivo em otimizar as respostas de hipertrofia e força muscular, ainda que marginal, em indivíduos treinados em força, submetidos a 12 semanas de treino de força / Strength and muscle gain are common goals among healthy individuals and athletes who perform resistance training. A vast number of strategies have been studied in order to improve those characteristics, including HMB supplementation (beta-hydroxy-beta-methylbutyrate). Although it has controversial literature in the area, recently, a group of researchers published two studies with similar experimental design (randomized, double-blind, placebo-controlled) in which subjects previously resistance-trained were submitted to twelve weeks of resistance training either supplementing with HMB-FA or placebo. After training period associated with supplementation, HMB group showed significant strength gains and muscle mass improvement. This response could be explained by the type of supplement used: free acid HMB (HMB-FA) not the commom form of HMB used in most of the studies (Calcium salt HMB or HMB-Ca). Regarding, the aim of the study is to compare muscle strength and hypertrophy responses of trained subjects supplemented with HMB-FA, HMB-Ca or placebo after a resistance training program of 12 weeks. 45 resistance-trained men took part of the study, they were randomized into 3 groups: group that took 3g HMB-FA, 3g of HMB-Ca or 3g of placebo. All individuals were submitted to a 12-week training program, where 2 sessions per week were held. The supplementation period corresponded to the 12 weeks of training. Before and after intervention, the athletes were submitted to tests of maximum dynamic force, maximum voluntary contraction, body composition (DXA) and cross-sectional area (ultrasound). The HMB-FA group tended to optimize gains in muscle mass when compared to the HMB-Ca group (p = 0.09). When compared to the placebo group, this value reached significance (p = 0.03). In addition, the HMB-FA group also increased the total training load in the leg press exercise when compared to the HMB-Ca group (p = 0.02) and placebo (p = 0.03). All groups gained similar strength in bench press exercise and increased maximal voluntary contraction was also similar between groups, with no additional effect of supplementation. Possibly, HMB-FA has some positive effect on optimizing hypertrophy and muscle strength, in resistance-trained men individuals undergoing 12 weeks of resistance training

The purpose of this study is to gain a deeper understanding of Swedish female millennials attitudes towards sports supplements. As well as how packaging design influences their willingness to purchase within this product category. Based on this, two main research questions were formulated: (1) What are millennial women's attitudes towards sports supplements? And (2) How does packaging design influence female millennials willingness to purchase sports supplements?  In order to answer these questions, a qualitative study was conducted using semi-structured interviews with 26 Swedish millennial females. The empirical findings from these interviews were then transcribed and analyzed in relation to the theories found in the literature review. The conclusions of this thesis shows that female millennials have positive attitudes towards sports supplements, however it was found that a positive attitude is not sufficient to generate a purchase. Additionally, it was concluded that packaging design influences this population greatly. Although the researched population were not aware of how much they in fact were influenced and a conflict between conscious influence and unconscious influence was identified.

The gap between ethical purchase intentions and ethical purchase behaviour is well-documented. Although this gap can be bridged by increasing the level of awareness among consumers with regards to ethical business practices, it was found that consumers between the ages of 19 to 56 years were already aware of ethical organisations and business practices in the South African sports supplement industry. They are however unaware of companies that operate unethically. Several factors such as brand familiarity, price and convenience were found to compete with ethical business behaviour during the purchase decision-making process. It is thus recommended that organisations that incorporate ethical business behaviour at a strategic level should provide ethical products that are competitively priced, convenient to use and from a brand that is familiar / Graduate School of Business Leadership / MBA

The gap between ethical purchase intentions and ethical purchase behaviour is well-documented. Although this gap can be bridged by increasing the level of awareness among consumers with regards to ethical business practices, it was found that consumers between the ages of 19 to 56 years were already aware of ethical organisations and business practices in the South African sports supplement industry. They are however unaware of companies that operate unethically. Several factors such as brand familiarity, price and convenience were found to compete with ethical business behaviour during the purchase decision-making process. It is thus recommended that organisations that incorporate ethical business behaviour at a strategic level should provide ethical products that are competitively priced, convenient to use and from a brand that is familiar / Graduate School of Business Leadership / MBA