SOURCE: Muscle Flex Inc.

Muscle Flex Inc.

October 16, 2009 05:00 ET

Muscle Flex Chooses Showreel International Inc. to Produce The Beagle StepFit Two-Minute Commercial to Be Filmed October 19, 2009 for the November Product Launch

LOS ANGELES, CA--(Marketwire - October 16, 2009) - Muscle Flex Inc. (PINKSHEETS: MFLI) ( announced today that it has chosen Showreel International Inc. ( to produce the Muscle Flex Beagle StepFit™ Pedometer 2-minute commercial to be filmed on Monday, October 19, 2009 for the November 2009 product launch. Showreel is an innovative film and video production company known for thinking out of the box and delivering intelligent, engaging productions that resonate with their target audience. For 25 years Showreel has created and produced numerous visually stunning award-winning projects for organizations such as Sony, Alcoa, Revlon, Taser International, Herbal Essences, Johnson & Johnson and Gillette.

The Muscle Flex philosophy in developing its "As Seen on TV" direct response commercials is one of innovation and most importantly, brand integrity -- to build unequivocal trust in consumers in the Muscle Flex name and all of its product brands. To this end, Muscle Flex is one of the only companies that offers a lifetime guarantee on most of its products and develops its commercials through positive and energizing messages... a healthy lifestyle happens one small step at a time. This is a philosophy shared with the team at Showreel. Showreel's two directors, Eric Jackson and Iain McLean work together and bring their extensive experience and forward thinking creative expertise to all of Showreel's productions.

Erin Jackson, one of the directors of the Muscle Flex Beagle StepFit commercial, commented, "In today's infomercial environment people feel let down, taken advantage of and are beginning to ignore any approach or communication that feels disingenuous. Just like Muscle Flex CEO, Danny Alex, we believe in giving the consumer intellectual credit. There is nothing that anyone is going to buy off of television that is going to 'revolutionize their lives'; there is nothing that has miraculous, unexplained power; and no one is going to buy a product because its 'value' is $195.00, but if they act now they can get it for $19.95 -- those days are over."

Iain McLean added, "Today's environment is much different and consumers are more educated after 15 years of product pump and dumps. Muscle Flex and Showreel have the opportunity to be the first to truly innovate, rebuild trust in the consumer and build a world class brand in Muscle Flex. This is exactly what we intend to do with every Muscle Flex production that we are involved in. It was a natural fit to partner with Danny Alex and Muscle Flex. Danny is a colorful spokesman for Muscle Flex with natural charisma and genuinely cares about people. He is real, his message is honest and authentic and it is our job to capture that. As Danny says: 'It all happens one step at a time.'"

Muscle Flex is preparing for the November national launch of the The BUDDY Tablet Caddy™ ( and The Beagle StepFit™ Pedometer infomercials ( Muscle Flex will be launching both products simultaneously with each product being featured in its own 2-minute infomercial.

About Showreel (

Showreel International, Inc. is an award-winning, full-service production company specializing in high-definition, long-format corporate messaging for broadcast, DVD and interactive purposes. For more information contact Terri Davis at (323) 464-5111 or email or visit

About Muscle Flex Inc. (

Muscle Flex Inc. is a leading edge fitness, health and lifestyle company that develops exciting brands and new products to market using direct response TV advertising and commercials as well as cutting edge brand and image marketing through the creation of television media content for network and cable television distribution.

This press release contains forward-looking information within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934 and is subject to the Safe Harbor created by those sections. This material contains statements about expected future events and/or financial results that are forward-looking in nature and subject to risks and uncertainties. Such forward-looking statements by definition involve risks, uncertainties and other factors, which may cause the actual results, performance or achievements of Muscle Flex Inc. to be materially different from the statements made herein. "Muscle Flex" is a Registered Trademark of Muscle Flex Inc. "The BUDDY Tablet Caddy" and "The Beagle StepFit" are Trademarks of Muscle Flex Inc.

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