SOURCE: Muscle Flex Inc.

Muscle Flex Inc.

August 04, 2009 05:00 ET

Muscle Flex Inc. to Implement Innovation Into the "As Seen on TV" Business Model and Schedules Talks With Some of Hollywood's Top Film / Video Directors and Companies for Its BUDDY Tablet Caddy™ Infomercial

LOS ANGELES, CA--(Marketwire - August 4, 2009) - Muscle Flex Inc. (PINKSHEETS: MFLI) announced today that it is in talks with a number of high profile directors and companies for its BUDDY Tablet Caddy™ ( short form infomercial. Muscle Flex Inc. ( is intent on thinking outside of the box and being the first to truly innovate and positively augment the traditional and long used direct response cookie cutter "As Seen on TV" format.

The director / producer is instrumental in formulating each Muscle Flex® infomercial as their expertise in designing and capturing the "human" and "personable" feel is essential in properly delivering the product pitch. Muscle Flex® is implementing a direct response strategy that combines a true human connection with the infomercial host, Danny Alex, and the audience coupled with the direct and obvious product benefits in a way that lends credibility and honesty to the product and pitch. The fundamental approach is to establish Muscle Flex Inc., The BUDDY Tablet Caddy and the infomercial host, Danny Alex, all as distinctive and stand alone brands. Respectively the brands are; Muscle Flex Inc. in the fitness and lifestyle space, The BUDDY Tablet Caddy in the vitamin / tablet dispenser space and Danny Alex as the TV personality that viewers can identify with from a human and genuine perspective. This "Brand" creation model is intended to instill confidence in the viewer to all follow up product offers by Muscle Flex Inc. and to create continuity and trust in Danny Alex as the infomercial host, Muscle Flex Inc. as the parent company and the products and brands it releases.

"One of the most basic of business principles that I believe in is look at what others do and don't do it... never follow the herd," commented Danny Alex, CEO and Founder of Muscle Flex Inc. "What you are going to see from Muscle Flex Inc. is the creation of 'Brands' as well as establishing a dedicated television and retail following through genuine product offerings and a human approach to our infomercial content. For so long, the same conventional wisdom has perpetrated the 'As Seen on TV' business model with the same redundant and cookie cutter format which historically has resulted in a very low percentage of profitable infomercials. This is why we are looking at directors and film studios that are cutting edge and think outside the box. We are having conversations and more importantly, forming relationships with some incredibly talented people and will make an announcement in the very near future as to or choice."

About Muscle Flex Inc. (

Muscle Flex Inc. brings new products to market using direct response TV infomercials specializing in the health, fitness, wellness and hygiene sectors. As well, Muscle Flex Inc. develops and creates general television content for network and cable television distribution. Muscle Flex's corporate strategy is to develop new and innovative products for sale and distribution via its proprietary direct response marketing system and the creation of television shows and content.

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. All Right Reserved. "The BUDDY Tablet Caddy" and "The BUDDY" are Trademarks of Muscle Flex Inc., All Rights Reserved.