That same year McGrath won a sponsorship with Universal Nutrition, becoming the face of the company's nascent ANIMAL brand- a hardcore supplement, gear and apparel brand aimed at bodybuilders, powerlifters and fitness enthusiasts.
The series includes volumes on chest, back, 'delts' (shoulders), arms and legs, filmed in black and white, with minimal sound in a fly on the wall style.
At the time there was little footage of the Canadian, on video showing him working out, let alone speaking, either on the internet or in any other DVD, as his public image has been almost entirely limited to ANIMAL's minimalist, but omnipresent advertisements in fitness magazines.
[8] This created great demand by the time the series was released, boosting the ANIMAL brands popularity and catapulting McGrath to a level of interest that crossed over from bodybuilding to more mainstream fitness, sport and wellness media.
[12] Aside from starting a YouTube channel and a large following on Instagram, McGrath is now working with the companies; Redcon1, HD Muscle, and Ironbull Strength, in addition to a partnership with a gym in the Greater Toronto Area.