Muscle Flex Inc. (www.MuscleFlex.com)
(Pink Sheets:MFLI) announced today that it will develop its direct
response television infomercial business exclusively under its health
and fitness brand, Muscle Flex. Muscle Flex will become a “grittier” and
“edgier” health and fitness brand within the company (BRAVADA
International Ltd) that will be marketed to a demographic pre-disposed
to an aggressive health and fitness lifestyle. The direct response
infomercial business shall form an integral part of the Muscle Flex
brand and will utilize a “hard” sales (call to action) approach in the
design, marketing and feel of its DRTV and online marketing strategy.
Through its trademarks and related intellectual properties, the company
unequivocally owns “Muscle Flex” throughout the health and fitness
idioms and believes the best way to maximize on the “Muscle Flex” brand
is to market its products and services exactly as the name suggests; as
an edgy and fitness focused brand. BRAVADA International Ltd will be the
name of the parent company and the BRAVADA™ brand will engage in
television, media, lifestyle and other related businesses on a macro
scale. Additional details regarding the corporate and brand
configuration shall be provided in a subsequent news release.
“It was a fairly simple decision to make as the name ‘Muscle Flex’
immediately conjures an image of a much more aggressive health and
fitness lifestyle and this is exactly how we will market the brand”
Muscle Flex currently has two completed infomercials: The Beagle
StepFit™ (www.BuyTheBeagle.com)
and The BUDDY™ Tablet Caddy (www.GetTheBUDDY.com),
along with significant product inventory for both. Muscle Flex has also
been developing a third product offering for its infomercial business in
the much more edgy style and feel. This new Muscle Flex fitness product
will be sold via a television infomercial with a comprehensive exercise
guide and possibly a video exercise DVD. Muscle Flex expects to retail
this new fitness product for under $29.95. Details shall be disclosed
shortly. The Beagle StepFit as well as The BUDDY Tablet Caddy
infomercials are being re-developed to be synonymous with the new edgier
and gritty Muscle Flex brand. The Muscle Flex “drive to the internet”
approach will remain an integral part of the overall strategy where the
“Muscle Flex Online Shopping Mall” shall provide a wide selection of
Muscle Flex branded as well as other third party branded product
offerings.
“It was a fairly simple decision to make as the name ‘Muscle Flex’
immediately conjures an image of a much more aggressive health and
fitness lifestyle and this is exactly how we will market the brand,”
commented Danny Alex, CEO of BRAVADA / Muscle Flex. “We will use edgier
graphics, edgier marketing, edgier TV infomercials and a much more
focused approach to the health and fitness lifestyle with the Muscle
Flex brand. We wanted to segregate the ‘Muscle Flex’ brand from the
parent, BRAVADA, so it could autonomously and without inhibition, engage
in this polarized ‘fitness’ ambition without affecting the overall
corporate identity. When you think of Muscle Flex you think of something
a little more hardcore and that is what we will define the brand as, an
edgy health and fitness brand."
Recently Muscle Flex Inc. / BRAVADA began a corporate name change and
“brand” restructuring to segment the component parts of its business.
The name of the company is being changed to BRAVADA International Ltd
from Muscle Flex Inc. with Muscle Flex® being the defining health and
fitness brand within the company.