In 1990, wrestling promoter Vince McMahon announced he was forming a new bodybuilding organization, the World Bodybuilding Federation (WBF). McMahon wanted to bring WWF-style showmanship and bigger prize money to the sport of bodybuilding. A number of IFBB stars were recruited but the roster was never very large, with the same athletes competing; the most notable winner and first WBF champion was Gary Strydom. McMahon formally dissolved the WBF in July 1992. Reasons for this probably included lack of income from the pay-per-view broadcasts of the WBF contests, slow sales of the WBF’s magazine Bodybuilding Lifestyles (which later became WBF Magazine), and the expense of paying multiple 6-figure contracts as well as producing two TV shows and a monthly magazine.