Bodybuilders had better take care. Direct from the Arnold Classic, WBFF Champion James Ellis talks about the growing impact of the sport of fitness modelling. The Arnold show may be known for bodybuilding, but a look around the hall reveals that the fitness model physique was also getting a lot of attention. With more and more competitions providing a platform for the fitness model look, there are plenty of showcases, including a comp held on the Arnold stage, as well as more and more magazines featuring fitness models on the cover, led by the world's most successful fitness cover model, Greg Plitt. In this exclusive interview, James Ellis, the world's top competitive fitness model, winner of the WBFF, explains why the sport is breaking through.