Blair Loveday fronts court over coke and roid racket
A champion Melbourne bodybuilder turned to trafficking coke after he took a huge financial hit when his big time muscle comp went bust.
Inner South
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A Melbourne-based international bodybuilding supremo has gone from glamour to the slammer after he busted running a major drug and roid racket from his apartment.
Blair Loveday, who on Thursday was jailed for at least four years and six months in the County Court, stole an unknown person’s passport in Thailand which he used to send cocaine concealed in car gear knobs to Melbourne in June 2024 before using encrypted messaging applications to traffic the drug.
The 56-year-old has previously pleaded guilty to charges of importing coke, trafficking in MDMA, testosterone and other drugs, and dealing with proceeds of crime.
The court heard the champion bodybuilder, who was doing a gram of coke a week, suffered financial strain due to the Covid-19 lockdowns when he was forced to lay off staff and deal with his marriage breakdown.
Loveday flew to Thailand every three to four weeks where he held bodybuilding competitions under the name of ProComp International Pty Ltd
Judge Gabriele Cannon said a bodybuilding show that had attracted 400 competitors from 90 teams that Loveday organised in Thailand had to be postponed due to Covid-19 restrictions.
When the competition resumed, she said it had only 199 participants and was poorly attended, leaving Loveday out of pocket about $200,000.
Loveday presented a passport in the name of Peter Wilmott with Loveday’s photo affixed to it at DHL in Thailand to send the coke consignment to a woman’s house in East Melbourne.
Australian Border Force seized the consignment at Melbourne Airport before police confiscated coke, MDMA, 2039 grams of testosterone, $9000 cash and other drugs from Loveday’s St Kilda apartment during his arrest in August 2024.
Judge Cannon said Loveday’s prior conviction for trafficking coke, possession of ecstasy and steroids and supplying identification information to facilitate an offence was relevant to his latest offending.
“Trafficking became a business and went beyond personal habit,” Judge Cannon said.
He was sentenced to a total term of seven years’ imprisonment.
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