Rub-a-dub-dub, three men in a hub — of scientific commercialization. Cellular Dynamics International (CDI), a Madison, Wisconsin-based company founded by stem cell pioneer James Thomson, announced this week that it has recruited two of the world’s most prominent biologists to its scientific advisory board: genomics guru George Church and systems biology trailblazer Leroy Hood. Church and Hood are not generally known for an interest in the fast-moving field of stem cell research, but they are jumping on-board the personalized medicine bandwagon.

“Stem cells have the potential to transform 21st century medicine — perhaps in a manner similar to antibiotics in the 20th century,” said Hood, president of the Institute for Systems Biology in Seattle, in a statement.

“The commercial opportunity associated with human iPS cells is rapidly becoming complementary and/or competitive,” said Harvard University’s Church in a statement.

The stem cell commercial landscape is squaring up to be one big smackdown. In one corner sits this new CDI power trio. But Thomson and company will face some pretty stiff competition from the upstarts in California. Up north, South San Francisco-based iPierian (formerly iZumi) is showcasing some noteworthy names after it recruited many of the hot shots from the Harvard Stem Cell Institute. iPierian advisors include Doug Melton, George Daley, Deepak Srivastava, and Kevin Eggan, among others. In the southern part of the state, La Jolla-based Fate Therapeutics can hold its own, too. Fate’s scientific roster includes Rudolf Jaenisch, Sheng Ding, Philip Beachy, Randall Moon, and David Scadden.

Let’s get ready to rumble, stem cell style.

Image: CDI