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This period also saw the rise of anabolic steroids used both in bodybuilding and many other sports.
In bodybuilding lore, this is partly attributed to the rise of "mass monsters", beginning with Arnold Schwarzenegger,
Sergio Oliva and Lou Ferrigno in the late 1960s and early 1970s and continuing in the 1980s, 1990s and 2000s with Lee Haney,
Dorian Yates, Ronnie Coleman and Markus Ruhl. Also the emergence of bodybuilders such as Greg Kovacs, Paul DeMayo and Victor Richards who,
while not being particularly successful at the pro level, attained mass and size at levels that were not seen previously.