Mr. Wheatley has worked with the original format of the bodybuilding shows at Muscle Beach Venice since 1999 and has been the promoter since 2002. Since that time he has advanced the competitions and has successfully introduced the Teen category, Figure, Bikini and for the 2012 season Men’s Physique. Record numbers of athletes have registered to compete, and come from all over the United States and as far away as Germany, France, Norway, Italy, Spain, Brazil and England to be involved in the notoriety of Muscle Beach.
He has organized media coverage to promote health and fitness which included two live national three minute segments on Fox Good Day L.A. and an interview on Fox Community Affairs. The Muscle Beach Venice shows have been featured on the Travel Network as one of the ten best beach shows in America. With Mr. Wheatley’s assistance, Discovery Channel filmed a documentary on bodybuilding. Japanese film companies have interviewed Mr. Wheatley and recorded his knowledge and expertise of the fitness industry. Television coverage from all major Los Angeles area networks (NBC, FOX, CBS, ABC and KNBC ) are highly anticipated for each of the three events promoted by Mr. Wheatley. The Venice events have also been covered in the press by the L.A. Times, The Argonaut, Ironman Magazine, Muscle Mag, Steele Jungle, Flex, and Muscle & Fitness Magazine. YouTube and Facebook in recent years has allowed
Joe Wheatley Productions and the athletes competing at the events to post
their pictures, profiles and personal successful interactions with the events at Muscle Beach.
Introduced in 2004, in an effort to promote and highlight a fit and healthy lifestyle, each Bodybuilding show is accompanied by a Fitness Expo. Vendors from a variety of industries have an opportunity to educate the public regarding various aspects, products and support equipment that assist in a positive healthy outcome. MuscleTech, Bobybuilding.com, Dymatize, Weider, Quest Nutrition, Big Back Lifting Grips, Gaspari Nutrititon, Gold’s Gym, Labrada Nutrition, Herbalife and Vitamin Water are among the many vendors that have supported the efforts at Muscle Beach. In 2004, Don Howorth, the first inductee into the Muscle Beach Venice Bodybuilding Hall for Fame was recognized at the Memorial Day Show. The Hall of Fame, founded by Mr. Wheatley, recognizes the contribution of athletes, fitness experts, historians and photo journalists to the sport of bodybuilding and the fitness industry. Each recipient has been honored with a Bronze plaque mounted on the famous Muscle Beach Weight Pen. To date a total of 52 individuals have been inducted and are acknowledged on the “Walk of Fame”. Lifetime Achievement awards have been presented to Joe Weider and Jack LaLanne – other inductees include Dave Draper, Joe Gold, Cory Everson, Mickey Hargitay, and John Balik.
In 2007, Joe Wheatley Productions, in conjunction with Bodybuilding.com, started the Annual Muscle Beach Toy Drive, which has assisted in the LAPD Pacific Division’s Winter Wonderland Giveaway. This traditional has continued and culminated in the Toy Drive’s 10th Anniversary in 2016. Hugely successful, Mr. Wheatley looks forward too giving back for many years to come.
During the 2005 season Mr. Wheatley expanded the Memorial Day show to a two day weekend event and then in 2008 a three day Sports Spectacular. Featured that weekend are Sumo Wrestling, Amateur Boxing, Martial Arts Demonstrations and Bench Press Competitions. On Memorial Weekend all branches of the Armed Services are incorporated into the event to honor the men and women who commit themselves to the freedom of the United States. The highlight of the Memorial Day show begins with a C-17 flyover – (the largest plane in the U.S. Air Force) from March AFB. As the pilot says “LOW, SLOW and DIRTY”. Branches of the Military are represented with static equipment displays and music from a variety of Armed Forces Bands.
In 2009, Joe Received a Proclamation from the City of Los Angeles, acknowledging his contribution to Muscle Beach Venice. In 2011, he received a Certificate of Congressional Commendation from Congresswoman Jane Harman. In 2012, he received a State of California Senate Certificate of Recognition from Senator Ted Lieu. All of these awards recognize his work and engagement of the community. In conjunction with the Mission of Muscle Beach and Joe Wheatley Productions, Joe is quick to emphasize his commitment to the athletes and his keen interest in the development of the sports. Athletes and sponsors recognize Mr. Wheatley’s shows as a successful, well organized and positive experience. Mr. Wheatley provides a value packed show that attracts large audiences to the event. “I spend a lot of time at Muscle Beach and am honored to have the opportunity to further it’s world wide recognition.