stores. Phillips believed this move lessened its appeal to bodybuilders, and destroyed the "mystique" of the product. The two parted ways, and as part of the settlement, Phillips was legally bound not to mention the name of MET-Rx in his magazines (thereafter he would refer to it as "the leading brand"). But by then Phillips had his eye on another venture that would eclipse MET-Rx altogether – EAS. EAS Phillips acquired Experimental and Applied Sciences (EAS) from founders Anthony Almada and Ed Byrd in 1996. He promoted the company's products through heavy editorial-style advertisements in MM2K and, led by flagship products like Myoplex (a meal replacement powder), the creatine supplement Phosphagen, and HMB, he eventually rose to the forefront of the nutritional supplement industry, where he remained for more than five years. By 1995 Phillips was a multi-millionaire, and was well known in celebrity and sports circles. Athletes like José Canseco would contact Phillips for advice on steroids, and he also consulted with celebrities such as Jerry Seinfeld, John Elway, Sylvester Stallone and Demi Moore. In 1999, Phillips sold his majority interest in EAS (though he remained on the Board of Directors for a number of years afterward) to North Castle Partners for $160 million. Phillips retained about a third of the company, which he sold in 2004 and is no longer involved with EAS. Muscle Media In 1997, Phillips was eager to expand his empire beyond the bodybuilding industry. MM2K changed from targeting the hardcore bodybuilder to the more mainstream exercise participant, and the July 1997 issue saw the magazine redubbed simply as Muscle Media. While Muscle Media 2000 had a distribution of 500,000 copies per issue at its peak, the change in direction alienated many traditional readers, and sales numbers reportedly declined sharply afterwards. Publication finally ceased in 2004 after the EAS company was sold a second time. High Point Media After Phillips sold his majority interest in EAS, he concentrated on his writing and on promotion of his books through his publishing company, High Point Media, as well as Value Creation, a branch of EAS. Body for Life hit bookstores in 1999, and by 2003 it had sold 3.5 million copies in 24 languages. The book topped the charts in 11 different countries-including the United States, England, Japan, Australia, Greece and Finland. In 2004 USA Today named it among the Top 15 bestselling books of the past